Can Cascades be Predicted?

On many social networking web sites such as Facebook and Twitter, resharing or reposting functionality allows users to share others' content with their own friends or followers. As content is reshared from user to user, large cascades of reshares can form. While a growing body of research has focused on analyzing and characterizing such cascades, a recent, parallel line of work has argued that the future trajectory of a cascade may be inherently unpredictable. In this work, we develop a framework for addressing cascade prediction problems. On a large sample of photo reshare cascades on Facebook, we find strong performance in predicting whether a cascade will continue to grow in the future. We find that the relative growth of a cascade becomes more predictable as we observe more of its reshares, that temporal and structural features are key predictors of cascade size, and that initially, breadth, rather than depth in a cascade is a better indicator of larger cascades. This prediction performance is robust in the sense that multiple distinct classes of features all achieve similar performance. We also discover that temporal features are predictive of a cascade's eventual shape. Observing independent cascades of the same content, we find that while these cascades differ greatly in size, we are still able to predict which ends up the largest

Characterizing Attention Cascades in WhatsApp Groups

An important political and social phenomena discussed in several countries, like India and Brazil, is the use of WhatsApp to spread false or misleading content. However, little is known about the information dissemination process in WhatsApp groups. Attention affects the dissemination of information in WhatsApp groups, determining what topics or subjects are more attractive to participants of a group. In this paper, we characterize and analyze how attention propagates among the participants of a WhatsApp group. An attention cascade begins when a user asserts a topic in a message to the group, which could include written text, photos, or links to articles online. Others then propagate the information by responding to it. We analyzed attention cascades in more than 1.7 million messages posted in 120 groups over one year. Our analysis focused on the structural and temporal evolution of attention cascades as well as on the behavior of users that participate in them. We found specific characteristics in cascades associated with groups that discuss political subjects and false information. For instance, we observe that cascades with false information tend to be deeper, reach more users, and last longer in political groups than in non-political groups.Comment: Accepted as a full paper at the 11th International ACM Web Science Conference (WebSci 2019). Please cite the WebSci versio

The Lifecycle and Cascade of WeChat Social Messaging Groups

Social instant messaging services are emerging as a transformative form with which people connect, communicate with friends in their daily life - they catalyze the formation of social groups, and they bring people stronger sense of community and connection. However, research community still knows little about the formation and evolution of groups in the context of social messaging - their lifecycles, the change in their underlying structures over time, and the diffusion processes by which they develop new members. In this paper, we analyze the daily usage logs from WeChat group messaging platform - the largest standalone messaging communication service in China - with the goal of understanding the processes by which social messaging groups come together, grow new members, and evolve over time. Specifically, we discover a strong dichotomy among groups in terms of their lifecycle, and develop a separability model by taking into account a broad range of group-level features, showing that long-term and short-term groups are inherently distinct. We also found that the lifecycle of messaging groups is largely dependent on their social roles and functions in users' daily social experiences and specific purposes. Given the strong separability between the long-term and short-term groups, we further address the problem concerning the early prediction of successful communities. In addition to modeling the growth and evolution from group-level perspective, we investigate the individual-level attributes of group members and study the diffusion process by which groups gain new members. By considering members' historical engagement behavior as well as the local social network structure that they embedded in, we develop a membership cascade model and demonstrate the effectiveness by achieving AUC of 95.31% in predicting inviter, and an AUC of 98.66% in predicting invitee.Comment: 10 pages, 8 figures, to appear in proceedings of the 25th International World Wide Web Conference (WWW 2016

Postmortem Analysis of Decayed Online Social Communities: Cascade Pattern Analysis and Prediction

Recently, many online social networks, such as MySpace, Orkut, and Friendster, have faced inactivity decay of their members, which contributed to the collapse of these networks. The reasons, mechanics, and prevention mechanisms of such inactivity decay are not fully understood. In this work, we analyze decayed and alive sub-websites from the StackExchange platform. The analysis mainly focuses on the inactivity cascades that occur among the members of these communities. We provide measures to understand the decay process and statistical analysis to extract the patterns that accompany the inactivity decay. Additionally, we predict cascade size and cascade virality using machine learning. The results of this work include a statistically significant difference of the decay patterns between the decayed and the alive sub-websites. These patterns are mainly: cascade size, cascade virality, cascade duration, and cascade similarity. Additionally, the contributed prediction framework showed satisfactory prediction results compared to a baseline predictor. Supported by empirical evidence, the main findings of this work are: (1) the decay process is not governed by only one network measure; it is better described using multiple measures; (2) the expert members of the StackExchange sub-websites were mainly responsible for the activity or inactivity of the StackExchange sub-websites; (3) the Statistics sub-website is going through decay dynamics that may lead to it becoming fully-decayed; and (4) decayed sub-websites were originally less resilient to inactivity decay, unlike the alive sub-websites