STEM (Science, Technology, Engineering, and Mathematics) fields have become
increasingly central to U.S. economic competitiveness and growth. The shortage
in the STEM workforce has brought promoting STEM education upfront. The rapid
growth of social media usage provides a unique opportunity to predict users'
real-life identities and interests from online texts and photos. In this paper,
we propose an innovative approach by leveraging social media to promote STEM
education: matching Twitter college student users with diverse LinkedIn STEM
professionals using a ranking algorithm based on the similarities of their
demographics and interests. We share the belief that increasing STEM presence
in the form of introducing career role models who share similar interests and
demographics will inspire students to develop interests in STEM related fields
and emulate their models. Our evaluation on 2,000 real college students
demonstrated the accuracy of our ranking algorithm. We also design a novel
implementation that recommends matched role models to the students.Comment: 16 pages, 8 figures, accepted by ECML/PKDD 2016, Industrial Trac