Understanding Social Media Users via Attributes and Links

abstract: With the rise of social media, hundreds of millions of people spend countless hours all over the globe on social media to connect, interact, share, and create user-generated data. This rich environment provides tremendous opportunities for many different players to easily and effectively reach out to people, interact with them, influence them, or get their opinions. There are two pieces of information that attract most attention on social media sites, including user preferences and interactions. Businesses and organizations use this information to better understand and therefore provide customized services to social media users. This data can be used for different purposes such as, targeted advertisement, product recommendation, or even opinion mining. Social media sites use this information to better serve their users. Despite the importance of personal information, in many cases people do not reveal this information to the public. Predicting the hidden or missing information is a common response to this challenge. In this thesis, we address the problem of predicting user attributes and future or missing links using an egocentric approach. The current research proposes novel concepts and approaches to better understand social media users in twofold including, a) their attributes, preferences, and interests, and b) their future or missing connections and interactions. More specifically, the contributions of this dissertation are (1) proposing a framework to study social media users through their attributes and link information, (2) proposing a scalable algorithm to predict user preferences; and (3) proposing a novel approach to predict attributes and links with limited information. The proposed algorithms use an egocentric approach to improve the state of the art algorithms in two directions. First by improving the prediction accuracy, and second, by increasing the scalability of the algorithms.Dissertation/ThesisDoctoral Dissertation Computer Science 201

Data Portraits and Intermediary Topics: Encouraging Exploration of Politically Diverse Profiles

In micro-blogging platforms, people connect and interact with others. However, due to cognitive biases, they tend to interact with like-minded people and read agreeable information only. Many efforts to make people connect with those who think differently have not worked well. In this paper, we hypothesize, first, that previous approaches have not worked because they have been direct -- they have tried to explicitly connect people with those having opposing views on sensitive issues. Second, that neither recommendation or presentation of information by themselves are enough to encourage behavioral change. We propose a platform that mixes a recommender algorithm and a visualization-based user interface to explore recommendations. It recommends politically diverse profiles in terms of distance of latent topics, and displays those recommendations in a visual representation of each user's personal content. We performed an "in the wild" evaluation of this platform, and found that people explored more recommendations when using a biased algorithm instead of ours. In line with our hypothesis, we also found that the mixture of our recommender algorithm and our user interface, allowed politically interested users to exhibit an unbiased exploration of the recommended profiles. Finally, our results contribute insights in two aspects: first, which individual differences are important when designing platforms aimed at behavioral change; and second, which algorithms and user interfaces should be mixed to help users avoid cognitive mechanisms that lead to biased behavior.Comment: 12 pages, 7 figures. To be presented at ACM Intelligent User Interfaces 201

Protecting attributes and contents in online social networks

With the extreme popularity of online social networks, security and privacy issues become critical. In particular, it is important to protect user privacy without preventing them from normal socialization. User privacy in the context of data publishing and structural re-identification attacks has been well studied. However, protection of attributes and data content was mostly neglected in the research community. While social network data is rarely published, billions of messages are shared in various social networks on a daily basis. Therefore, it is more important to protect attributes and textual content in social networks. We first study the vulnerabilities of user attributes and contents, in particular, the identifiability of the users when the adversary learns a small piece of information about the target. We have presented two attribute-reidentification attacks that exploit information retrieval and web search techniques. We have shown that large portions of users with online presence are very identifiable, even with a small piece of seed information, and the seed information could be inaccurate. To protect user attributes and content, we adopt the social circle model derived from the concepts of "privacy as user perception" and "information boundary". Users will have different social circles, and share different information in different circles. We introduce a social circle discovery approach using multi-view clustering. We present our observations on the key features of social circles, including friendship links, content similarity and social interactions. We treat each feature as one view, and propose a one-side co-trained spectral clustering technique, which is tailored for the sparse nature of our data. We also propose two evaluation measurements. One is based on the quantitative measure of similarity ratio, while the other employs human evaluators to examine pairs of users, who are selected by the max-risk active evaluation approach. We evaluate our approach on ego networks of twitter users, and present our clustering results. We also compare our proposed clustering technique with single-view clustering and original co-trained spectral clustering techniques. Our results show that multi-view clustering is more accurate for social circle detection; and our proposed approach gains significantly higher similarity ratio than the original multi-view clustering approach. In addition, we build a proof-of-concept implementation of automatic circle detection and recommendation methods. For a user, the system will return its circle detection result from our proposed multi-view clustering technique, and the key words for each circle are also presented. Users can also enter a message they want to post, and the system will suggest which circle to disseminate the message