Mitigating Overexposure in Viral Marketing

In traditional models for word-of-mouth recommendations and viral marketing, the objective function has generally been based on reaching as many people as possible. However, a number of studies have shown that the indiscriminate spread of a product by word-of-mouth can result in overexposure, reaching people who evaluate it negatively. This can lead to an effect in which the over-promotion of a product can produce negative reputational effects, by reaching a part of the audience that is not receptive to it. How should one make use of social influence when there is a risk of overexposure? In this paper, we develop and analyze a theoretical model for this process; we show how it captures a number of the qualitative phenomena associated with overexposure, and for the main formulation of our model, we provide a polynomial-time algorithm to find the optimal marketing strategy. We also present simulations of the model on real network topologies, quantifying the extent to which our optimal strategies outperform natural baselinesComment: In AAAI-1

Local Search in Unstructured Networks

We review a number of message-passing algorithms that can be used to search through power-law networks. Most of these algorithms are meant to be improvements for peer-to-peer file sharing systems, and some may also shed some light on how unstructured social networks with certain topologies might function relatively efficiently with local information. Like the networks that they are designed for, these algorithms are completely decentralized, and they exploit the power-law link distribution in the node degree. We demonstrate that some of these search algorithms can work well on real Gnutella networks, scale sub-linearly with the number of nodes, and may help reduce the network search traffic that tends to cripple such networks.Comment: v2 includes minor revisions: corrections to Fig. 8's caption and references. 23 pages, 10 figures, a review of local search strategies in unstructured networks, a contribution to `Handbook of Graphs and Networks: From the Genome to the Internet', eds. S. Bornholdt and H.G. Schuster (Wiley-VCH, Berlin, 2002), to be publishe

The Structure of U.S. College Networks on Facebook

Anecdotally, social connections made in university have life-long impact. Yet knowledge of social networks formed in college remains episodic, due in large part to the difficulty and expense involved in collecting a suitable dataset for comprehensive analysis. To advance and systematize insight into college social networks, we describe a dataset of the largest online social network platform used by college students in the United States. We combine de-identified and aggregated Facebook data with College Scorecard data, campus-level information provided by U.S. Department of Education, to produce a dataset covering the 2008-2015 entry year cohorts for 1,159 U.S. colleges and universities, spanning 7.6 million students. To perform the difficult task of comparing these networks of different sizes we develop a new methodology. We compute features over sampled ego-graphs, train binary classifiers for every pair of graphs, and operationalize distance between graphs as predictive accuracy. Social networks of different year cohorts at the same school are structurally more similar to one another than to cohorts at other schools. Networks from similar schools have similar structures, with the public/private and graduation rate dimensions being the most distinguishable. We also relate school types to specific outcomes. For example, students at private schools have larger networks that are more clustered and with higher homophily by year. Our findings may help illuminate the role that colleges play in shaping social networks which partly persist throughout people's lives.Comment: ICWSM-202

The Geography of Facebook Groups in the United States

We use exploratory factor analysis to investigate the online persistence of known community-level patterns of social capital variance in the U.S. context. Our analysis focuses on Facebook groups, specifically those that tend to connect users in the same local area. We investigate the relationship between established, localized measures of social capital at the county level and patterns of participation in Facebook groups in the same areas. We identify four main factors that distinguish Facebook group engagement by county. The first captures small, private groups, dense with friendship connections. The second captures very local and small groups. The third captures non-local, large, public groups, with more age mixing. The fourth captures partially local groups of medium to large size. The first and third factor correlate with community level social capital measures, while the second and fourth do not. Together and individually, the factors are predictive of offline social capital measures, even controlling for various demographic attributes of the counties. Our analysis reveals striking patterns of correlation between established measures of social capital and patterns of online interaction in local Facebook groups. To our knowledge this is the first systematic test of the association between offline regional social capital and patterns of online community engagement in the same regions.Comment: To be presented at AAAI ICWSM '23. Replication data is available at https://doi.org/10.7910/DVN/OYQVE