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Scalable Privacy-Compliant Virality Prediction on Twitter
The digital town hall of Twitter becomes a preferred medium of communication
for individuals and organizations across the globe. Some of them reach
audiences of millions, while others struggle to get noticed. Given the impact
of social media, the question remains more relevant than ever: how to model the
dynamics of attention in Twitter. Researchers around the world turn to machine
learning to predict the most influential tweets and authors, navigating the
volume, velocity, and variety of social big data, with many compromises. In
this paper, we revisit content popularity prediction on Twitter. We argue that
strict alignment of data acquisition, storage and analysis algorithms is
necessary to avoid the common trade-offs between scalability, accuracy and
privacy compliance. We propose a new framework for the rapid acquisition of
large-scale datasets, high accuracy supervisory signal and multilanguage
sentiment prediction while respecting every privacy request applicable. We then
apply a novel gradient boosting framework to achieve state-of-the-art results
in virality ranking, already before including tweet's visual or propagation
features. Our Gradient Boosted Regression Tree is the first to offer
explainable, strong ranking performance on benchmark datasets. Since the
analysis focused on features available early, the model is immediately
applicable to incoming tweets in 18 languages.Comment: AffCon@AAAI-19 Best Paper Award; Presented at AAAI-19 W1: Affective
Content Analysi
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