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Understanding User Migration Patterns in Social Media

Understanding User Migration Patterns in Social Media. Authors: Shamanth Kumar, Reza Zafarani , and Huan Liu Published at AAAI 2011 How and Where are people migrating to? Motivation Migration is inevitable Users are primary source of revenue

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Understanding User Migration Patterns in Social Media

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  1. Understanding User Migration Patterns in Social Media • Authors: Shamanth Kumar, Reza Zafarani, and Huan Liu • Published at AAAI 2011 • How and Where are people migrating to? • Motivation • Migration is inevitable • Users are primary source of revenue • New sites need to attract users, old sites need to retain users • Migration can be of two kinds • Site migration • Attention migration

  2. Our Findings • Attention Migration • Occurs when a user becomes inactive on a site • Can be studied through user activity to prevent permanent migration • Contributions • Longitudinal study across 3 months on 7 social media sites. • One of the first studies on user migration in social media • Established migration patterns between social media sites • Validated patterns via hypothesis testing. • Demonstrated that these patterns can be capitalized by tracking High Net-Worth Individuals (HNWI) After time t

  3. Validating User Migration Patterns in Social Media • Problem: • Migration is inevitable • What are the migration patterns in social media? • How do we distinguish observed migration patterns from random patterns? • Evaluation Strategy: • Generate Shuffled datasets by randomly picking users from at-risk population • Compare trends in the observed and shuffled datasets • Coefficients of user attributes • Shuffled datasets Logistic Regression • Significance Test Chi Square Statistic • Coefficients of user attributes • Observed migration dataset Logistic Regression

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