Social Bootstrapping How Pinterest and Last.fm Social Communities - PowerPoint PPT Presentation

Social Bootstrapping How Pinterest and Last.fm Social Communities Benefit by Borrowing Links from Facebook C. Zhong 1 , M. Salehi 2 , S. Shah 3 , M. Cobzarenco 4 , N. Sastry 1 , M. Cha 5 1 King's College London, 2 University of Tehran, 3 UC Berkeley, 4 Last.fm, 5 KAIST 10 April 2014 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping How Pinterest and Last.fm Social Communities Benefit by Borrowing Links from Facebook C. Zhong 1 , M. Salehi 2 , S. Shah 3 , M. Cobzarenco 4 , N. Sastry 1 , M. Cha 5 1 King's College London, 2 University of Tehran, 3 UC Berkeley, 4 Last.fm, 5 KAIST 10 April 2014 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

The Dilemma for New Websites: How to construct social network? • Option 1: • Create entirely new Option 1 social network • Option 2: • Social Bootstrapping Option 2 2 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping • The process of copying links from established social networks ( source network ) onto a third-party website ( target network ). Friend Finder Open Graph Facebook Pinterest Twitter Spotify Goolge+ LinkedIn Vimeo Last.fm Source Network Target Network 3 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest 4 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest User A 4 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest Y Connected User A User N 4 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest Y Connected User A User Facebook N Facebook Friends of A 4 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest Y Connected User A User Facebook N All Connected Facebook Users Friends of A Friends not using Pinterest Friends using Pinterest 4 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest Y Connected User A User Facebook N All Connected Facebook Users Friends of A Friends not using Pinterest Friends using Pinterest Invite friends 4 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest Y Connected User A User Facebook N All Connected Facebook Users Friends of A Friends not using Pinterest Friends using Pinterest Invite friends Copied Friends of A Copy friends 4 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest Y Connected User A User Facebook N End result: a subset of links are copied from All Connected Facebook Facebook to Pinterest for each connected user Users Friends of A Friends not using Pinterest Friends using Pinterest Invite friends Copied Friends of A Copy friends 4 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Analytical Model: Link Bootstrapping Sampling • Node sampling : Source ! Network • Users in target network connect to their accounts in source network. • Link sampling : Target ! • Connected users import friends Network from source network to target network. 5 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Analytical Model: Link Bootstrapping Sampling • Node sampling : Source ! Network • Users in target network connect to their accounts in source network. • Link sampling : Target ! • Connected users import friends Network from source network to target network. 5 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Analytical Model: Link Bootstrapping Sampling • Node sampling : Source ! Network • Users in target network connect to their accounts in source network. • Link sampling : Target ! • Connected users import friends Network from source network to target network. 5 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Collecting Pinterest Data 6 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Collecting Pinterest Data Facebook handle 6 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Collecting Pinterest Data Facebook handle Activity info Social Network 6 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Pinterest Dataset 7 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Pinterest Dataset 7 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Pinterest Dataset *Our dataset is available at http://bit.ly/social-bootstrapping 7 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Datasets*: Pinterest and Last.fm • Connected users ! • Users that have connected Source ! with their Facebook accounts Network 40m / 68m 600k • Copied links ! • Links copied from Facebook Target ! 2.8m 1b / 3.8b Network *Our dataset is available at http://bit.ly/social-bootstrapping 8 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Datasets*: Pinterest and Last.fm • Connected users ! • Users that have connected Source ! with their Facebook accounts Network 40m / 68m 600k • Copied links ! • Links copied from Facebook Target ! 2.8m 1b / 3.8b Network *Our dataset is available at http://bit.ly/social-bootstrapping 8 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Datasets*: Pinterest and Last.fm • Connected users ! • Users that have connected Source ! with their Facebook accounts Network 40m / 68m 600k • Copied links ! • Links copied from Facebook Target ! 2.8m 1b / 3.8b Network *Our dataset is available at http://bit.ly/social-bootstrapping 8 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping has advantages on paper ✓ Can instantly bootstrap from a mature network. ! • Facebook has 10 years of history; Twitter 8 years. 1 ✓ Not “yet another” network fighting for user attention • 71% of online adults are now Facebook users 2 1 Wikipedia. http://en.wikipedia.org/wiki/Facebook, http://en.wikipedia.org/wiki/Twitter 2 Pew Research. http://www.pewinternet.org/2013/12/30/social-media-update-2013/ 9 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping has advantages on paper ✓ Can instantly bootstrap from a mature network. ! • Facebook has 10 years of history; Twitter 8 years. 1 ✓ Not “yet another” network fighting for user attention • 71% of online adults are now Facebook users 2 BUT: Different networks have different purposes. Does copying create a good social community on the target website? 1 Wikipedia. http://en.wikipedia.org/wiki/Facebook, http://en.wikipedia.org/wiki/Twitter 2 Pew Research. http://www.pewinternet.org/2013/12/30/social-media-update-2013/ 9 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Outline • Q: Does copying create a good social community on the target website? • Structural Benefits: Copying helps users get started with “good” structure with more social interactions • “Weaning” : Beyond Bootstrapping, active and influential users wean from Facebook to create new links natively 10 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Structural Benefits Our analyses show that: • Reciprocity: ! Copied > Native • Clustering: ! Copied > Native • Connectivity: Giant Connected Component appears easily 11 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Structural Benefits Our analyses show that: • Reciprocity: ! Copied > Native • Clustering: ! Copied > Native • Connectivity: Giant Connected Component appears easily Copying links results in a stronger and denser social structure. 11 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Structural benefits → Social interaction? • Repin (the most popular activity on Pinterest): • Put images published by others into one’s own collections. • Social Repins : Repins made by friends. 12 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Copied links richer in social repins Cumulative Distribution Function Social Repin Ratio 13 13 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Copied links richer in social repins Native Cumulative Distribution Function Copied Social Repin Ratio 13 13 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Copied links richer in social repins Native Cumulative Distribution Function Copied Social Repin Ratio 13 Copying creates networks which is good for 13 social interaction Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Outline • Q: Does copying create a good social community on the target website? • Structural Benefits: Copying helps users get started with “good” structure with more social interactions • “Weaning” : Beyond Bootstrapping, active and influential users wean from Facebook to create new links natively 14 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Active/influential users copy less Activity level of users (measured by pins) 15 Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.