88 research outputs found
Scalable Methods for Adaptively Seeding a Social Network
In recent years, social networking platforms have developed into
extraordinary channels for spreading and consuming information. Along with the
rise of such infrastructure, there is continuous progress on techniques for
spreading information effectively through influential users. In many
applications, one is restricted to select influencers from a set of users who
engaged with the topic being promoted, and due to the structure of social
networks, these users often rank low in terms of their influence potential. An
alternative approach one can consider is an adaptive method which selects users
in a manner which targets their influential neighbors. The advantage of such an
approach is that it leverages the friendship paradox in social networks: while
users are often not influential, they often know someone who is.
Despite the various complexities in such optimization problems, we show that
scalable adaptive seeding is achievable. In particular, we develop algorithms
for linear influence models with provable approximation guarantees that can be
gracefully parallelized. To show the effectiveness of our methods we collected
data from various verticals social network users follow. For each vertical, we
collected data on the users who responded to a certain post as well as their
neighbors, and applied our methods on this data. Our experiments show that
adaptive seeding is scalable, and importantly, that it obtains dramatic
improvements over standard approaches of information dissemination.Comment: Full version of the paper appearing in WWW 201
Locally Adaptive Optimization: Adaptive Seeding for Monotone Submodular Functions
The Adaptive Seeding problem is an algorithmic challenge motivated by
influence maximization in social networks: One seeks to select among certain
accessible nodes in a network, and then select, adaptively, among neighbors of
those nodes as they become accessible in order to maximize a global objective
function. More generally, adaptive seeding is a stochastic optimization
framework where the choices in the first stage affect the realizations in the
second stage, over which we aim to optimize.
Our main result is a -approximation for the adaptive seeding
problem for any monotone submodular function. While adaptive policies are often
approximated via non-adaptive policies, our algorithm is based on a novel
method we call \emph{locally-adaptive} policies. These policies combine a
non-adaptive global structure, with local adaptive optimizations. This method
enables the -approximation for general monotone submodular functions
and circumvents some of the impossibilities associated with non-adaptive
policies.
We also introduce a fundamental problem in submodular optimization that may
be of independent interest: given a ground set of elements where every element
appears with some small probability, find a set of expected size at most
that has the highest expected value over the realization of the elements. We
show a surprising result: there are classes of monotone submodular functions
(including coverage) that can be approximated almost optimally as the
probability vanishes. For general monotone submodular functions we show via a
reduction from \textsc{Planted-Clique} that approximations for this problem are
not likely to be obtainable. This optimization problem is an important tool for
adaptive seeding via non-adaptive policies, and its hardness motivates the
introduction of \emph{locally-adaptive} policies we use in the main result
Combining Traditional Marketing and Viral Marketing with Amphibious Influence Maximization
In this paper, we propose the amphibious influence maximization (AIM) model
that combines traditional marketing via content providers and viral marketing
to consumers in social networks in a single framework. In AIM, a set of content
providers and consumers form a bipartite network while consumers also form
their social network, and influence propagates from the content providers to
consumers and among consumers in the social network following the independent
cascade model. An advertiser needs to select a subset of seed content providers
and a subset of seed consumers, such that the influence from the seed providers
passing through the seed consumers could reach a large number of consumers in
the social network in expectation.
We prove that the AIM problem is NP-hard to approximate to within any
constant factor via a reduction from Feige's k-prover proof system for 3-SAT5.
We also give evidence that even when the social network graph is trivial (i.e.
has no edges), a polynomial time constant factor approximation for AIM is
unlikely. However, when we assume that the weighted bi-adjacency matrix that
describes the influence of content providers on consumers is of constant rank,
a common assumption often used in recommender systems, we provide a
polynomial-time algorithm that achieves approximation ratio of
for any (polynomially small) . Our
algorithmic results still hold for a more general model where cascades in
social network follow a general monotone and submodular function.Comment: An extended abstract appeared in the Proceedings of the 16th ACM
Conference on Economics and Computation (EC), 201
Think Globally, Act Locally: On the Optimal Seeding for Nonsubmodular Influence Maximization
We study the r-complex contagion influence maximization problem. In the influence maximization problem, one chooses a fixed number of initial seeds in a social network to maximize the spread of their influence. In the r-complex contagion model, each uninfected vertex in the network becomes infected if it has at least r infected neighbors.
In this paper, we focus on a random graph model named the stochastic hierarchical blockmodel, which is a special case of the well-studied stochastic blockmodel. When the graph is not exceptionally sparse, in particular, when each edge appears with probability omega (n^{-(1+1/r)}), under certain mild assumptions, we prove that the optimal seeding strategy is to put all the seeds in a single community. This matches the intuition that in a nonsubmodular cascade model placing seeds near each other creates synergy. However, it sharply contrasts with the intuition for submodular cascade models (e.g., the independent cascade model and the linear threshold model) in which nearby seeds tend to erode each others\u27 effects.
Finally, we show that this observation yields a polynomial time dynamic programming algorithm which outputs optimal seeds if each edge appears with a probability either in omega (n^{-(1+1/r)}) or in o (n^{-2})
Adaptive Submodular Influence Maximization with Myopic Feedback
This paper examines the problem of adaptive influence maximization in social
networks. As adaptive decision making is a time-critical task, a realistic
feedback model has been considered, called myopic. In this direction, we
propose the myopic adaptive greedy policy that is guaranteed to provide a (1 -
1/e)-approximation of the optimal policy under a variant of the independent
cascade diffusion model. This strategy maximizes an alternative utility
function that has been proven to be adaptive monotone and adaptive submodular.
The proposed utility function considers the cumulative number of active nodes
through the time, instead of the total number of the active nodes at the end of
the diffusion. Our empirical analysis on real-world social networks reveals the
benefits of the proposed myopic strategy, validating our theoretical results.Comment: Accepted by IEEE/ACM International Conference Advances in Social
Networks Analysis and Mining (ASONAM), 201
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