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

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

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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

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping

  • C. Zhong1, M. Salehi2, S. Shah3, M. Cobzarenco4, N. Sastry1, M. Cha5

1King's College London, 2University of Tehran, 3UC Berkeley, 4Last.fm, 5KAIST

How Pinterest and Last.fm Social Communities Benefit by Borrowing Links from Facebook

10 April 2014

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping

  • C. Zhong1, M. Salehi2, S. Shah3, M. Cobzarenco4, N. Sastry1, M. Cha5

1King's College London, 2University of Tehran, 3UC Berkeley, 4Last.fm, 5KAIST

How Pinterest and Last.fm Social Communities Benefit by Borrowing Links from Facebook

10 April 2014

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

The Dilemma for New Websites: How to construct social network?

  • Option 1:
  • Create entirely new

social network

  • Option 2:
  • Social Bootstrapping

2

Option 2 Option 1

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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).

3 Open Graph Facebook Twitter Goolge+ LinkedIn Pinterest Vimeo Last.fm Spotify Friend Finder

Source Network Target Network

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest

4

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest

4

User A

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest

4

User A Connected User

N Y

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest

4

User A Connected User

Facebook

Facebook Friends of A

N Y

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest

4

User A Connected User

Facebook

Facebook Friends of A All Connected Users

N Y Friends not using Pinterest Friends using Pinterest

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest

4

User A Connected User

Facebook

Facebook Friends of A All Connected Users

Invite friends

N Y Friends not using Pinterest Friends using Pinterest

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest

4

User A Connected User

Facebook

Facebook Friends of A All Connected Users Copied Friends of A

Invite friends Copy friends

N Y Friends not using Pinterest Friends using Pinterest

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Social Bootstrapping in action: Friend Finder in Pinterest

4

User A Connected User

Facebook

Facebook Friends of A All Connected Users Copied Friends of A

Invite friends Copy friends

N Y Friends not using Pinterest Friends using Pinterest

End result: a subset of links are copied from Facebook to Pinterest for each connected user

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Analytical Model: Link Bootstrapping Sampling

  • Node sampling:
  • Users in target network connect to

their accounts in source network.

  • Link sampling:
  • Connected users import friends

from source network to target network.

Source ! Network Target ! Network 5

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Analytical Model: Link Bootstrapping Sampling

  • Node sampling:
  • Users in target network connect to

their accounts in source network.

  • Link sampling:
  • Connected users import friends

from source network to target network.

Source ! Network Target ! Network 5

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Analytical Model: Link Bootstrapping Sampling

  • Node sampling:
  • Users in target network connect to

their accounts in source network.

  • Link sampling:
  • Connected users import friends

from source network to target network.

Source ! Network Target ! Network 5

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Collecting Pinterest Data

6

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Collecting Pinterest Data

6

Facebook handle

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Collecting Pinterest Data

6

Facebook handle Activity info Social Network

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Pinterest Dataset

7

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Pinterest Dataset

7

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Pinterest Dataset

7

*Our dataset is available at http://bit.ly/social-bootstrapping

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Datasets*: Pinterest and Last.fm

1b / 3.8b 2.8m

  • Copied links!
  • Links copied from Facebook

40m / 68m 600k

  • Connected users!
  • Users that have connected

with their Facebook accounts

*Our dataset is available at http://bit.ly/social-bootstrapping

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Source ! Network Target ! Network

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Datasets*: Pinterest and Last.fm

1b / 3.8b 2.8m

  • Copied links!
  • Links copied from Facebook

40m / 68m 600k

  • Connected users!
  • Users that have connected

with their Facebook accounts

*Our dataset is available at http://bit.ly/social-bootstrapping

8

Source ! Network Target ! Network

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Datasets*: Pinterest and Last.fm

1b / 3.8b 2.8m

  • Copied links!
  • Links copied from Facebook

40m / 68m 600k

  • Connected users!
  • Users that have connected

with their Facebook accounts

*Our dataset is available at http://bit.ly/social-bootstrapping

8

Source ! Network Target ! Network

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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 users2

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  • 1Wikipedia. http://en.wikipedia.org/wiki/Facebook, http://en.wikipedia.org/wiki/Twitter

2Pew Research. http://www.pewinternet.org/2013/12/30/social-media-update-2013/

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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 users2

9

  • 1Wikipedia. http://en.wikipedia.org/wiki/Facebook, http://en.wikipedia.org/wiki/Twitter

2Pew Research. http://www.pewinternet.org/2013/12/30/social-media-update-2013/

BUT: Different networks have different purposes. Does copying create a good social community

  • n the target website?
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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Outline

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  • 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

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Structural Benefits

Our analyses show that:

  • Reciprocity: !
  • Clustering:!
  • Connectivity:

Copied > Native Copied > Native

Giant Connected Component appears easily

11

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Structural Benefits

Our analyses show that:

  • Reciprocity: !
  • Clustering:!
  • Connectivity:

Copied > Native Copied > Native

Giant Connected Component appears easily

11

Copying links results in a stronger and denser social structure.

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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.

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Copied links richer in social repins

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Social Repin Ratio

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Cumulative Distribution Function

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Copied links richer in social repins

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Social Repin Ratio

Native Copied

13

Cumulative Distribution Function

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Copied links richer in social repins

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Social Repin Ratio

Native Copied

Copying creates networks which is good for social interaction

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Cumulative Distribution Function

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Outline

14

  • 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

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Active/influential users copy less

15

Activity level of users (measured by pins)

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Are active users less social?

16 Activity level of users (measured by pins)

NO!

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Weaning from Facebook

17 Activity level of users (measured by likes)

FB Repin Ratio =

Repins of Facebook friends Repins of Facebook and Native friends

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Weaning from Facebook

17 Activity level of users (measured by likes)

FB Repin Ratio =

Repins of Facebook friends Repins of Facebook and Native friends Users evolve to repin less from Facebook friends and more from Native Friends

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Why do active/influential users wean from copied to native friends?

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Interest Similarity

Cumulative Distribution Function

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Why do active/influential users wean from copied to native friends?

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Interest Similarity Copied Native

Cumulative Distribution Function

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Why do active/influential users wean from copied to native friends?

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Interest Similarity Copied Native

Because native friends match their interests more than friends copied from Facebook

Cumulative Distribution Function

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Answers

Q: Does social bootstrapping by copying links from Facebook create a good social community on the target website?

  • Copying is useful to initiate social interaction
  • Taking a long-term view, active/influential users

tend to move away from copied social links and build social relationships natively.

19

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Answers

Q: Does social bootstrapping by copying links from Facebook create a good social community on the target website?

  • Copying is useful to initiate social interaction
  • Taking a long-term view, active/influential users

tend to move away from copied social links and build social relationships natively.

19

Copying and building links natively are both equally important to the success of target website.

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Changtao Zhong | Social Bootstrapping | WWW14 | Seoul, Korea.

Thank you!

http://bit.ly/social-bootstrapping

Our dataset is available at

  • C. Zhong1, M. Salehi2, S. Shah3, M. Cobzarenco4, N. Sastry1, M. Cha5

1King's College London, 2University of Tehran, 3UC Berkeley, 4Last.fm, 5KAIST

Social Bootstrapping: How Pinterest and Last.fm Social Communities Benefit by Borrowing Links from Facebook