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Exploring Social Networks: The Dynamics of Information Propagation and Influence

The web serves as a vast laboratory for studying social networks with millions of users leaving traces of activity, creating a complex web of interactions. By connecting the dots of these interactions, we can uncover patterns and learn about the average 6 degrees of separation among individuals. This analysis delves into the spread of information across news media and blogs, emphasizing the need to identify influential sources. With machine learning, we can optimize which sites to follow, helping users stay updated efficiently in an ever-expanding information landscape.

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Exploring Social Networks: The Dynamics of Information Propagation and Influence

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Presentation Transcript

  1. Today: Web – Millions of users Web is like a “laboratory” for studying millions of people at once. Users leave detailed traces of their social activity. Large on-line applications with hundreds of millions of users

  2. Connecting the dots… As we connect the dots into a network patterns emerge...

  3. Navigating the world’s social netowrk The network:180M people, 1.3B undirected edges

  4. The 6 degrees of separation • Small-world experiment [Milgram ‘67] • 64 letters are sent-forward from Nebraskato Boston • How many steps does it take? Average path length is 6.2 6 degrees of separation

  5. Microsoft Instant Messenger(180M people, 1.3B undirected edges, ) Number of steps between 180 billion pairs of people Avg. path length 6.6 90% of the people can be reached in < 8 hops

  6. Use Machine Learning to find the target person Green bar is prob. that node is good

  7. Information propagation on the web

  8. What does the web talk about? • 1.6 million news media and blog sites • 1. million articles a day • What do they talk about? Who is imitating/copying whom?

  9. Info propagation on the web • News media writes articles and refer (link) to other articles and the information spreads Can track the information as it spreads and mutates over millions of websites

  10. Question… ? = I have 10 minutes. Which news sites should I read to be most up to date? = Who are the most influential bloggers?

  11. Problem: Covering blogs = Given a budget (e.g., of 3 blogs) = Select blogs to cover the most of the blogosphere? = Bad news: Solving this exactly is NP-hard = Good news: Theorem: Can do it in linear time and within factor 3 of optimal “topics” Blogosphere

  12. www.blogcascades.org So, who is influential?What should I read?

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