We present an in-depth study of co-following on Twitter based on the observation that two Twitter users whose followers have similar friends are also similar, even though they might not share any direct links or a single mutual follower. We show how this observation contributes to (i) a better understanding of language-agnostic user classification on Twitter, (ii) eliciting opportunities for Computational Social Science, and (iii) improving online marketing by identifying cross-selling opportunities. We start with a machine learning problem of predicting a user's preference among two alternative choices of Twitter friends. We show that co-following information provides strong signals for diverse classification tasks and that these signals persist even when (i) the most discriminative features are removed and (ii) only relatively "sparse" users with fewer than 152 but more than 43 Twitter friends are considered. Going beyond mere classification performance optimization, we present applications of our methodology to Computational Social Science. Here we confirm stereotypes such as that the country singer Kenny Chesney (@kennychesney) is more popular among @GOP followers, whereas Lady Gaga (@ladygaga) enjoys more support from @TheDemocrats followers. In the domain of marketing we give evidence that celebrity endorsement is reflected in co-following and we demonstrate how our methodology can be used to reveal the audience similarities between Apple and Puma and, less obviously, between Nike and Coca-Cola. Concerning a user's popularity we find a statistically significant connection between having a more "average" followership and having more followers than direct rivals. Interestingly, a audience also seems to be linked to a audience in terms of their co-following.
Our mapping and visualization of similar accounts in is conceptually similar to community detection which also identifies groups of related accounts. Classical community detection looks at the global network and tries to find areas with unusually high triadic closure @cite_0 or otherwise unusual linkage patterns. A survey of the area and experimental comparisons can be found in @cite_7 and @cite_4 respectively. Related are notions of graph centrality that also require the whole graph @cite_29 . The approach in @cite_12 is arguably the most similar to ours as it combines local structural information with node similarity in an iterative manner. The similarity used, however, requires direct co-links and even direct links. Our approach differs in a number of ways. First, we are not interesting in clustering grouping users but only understand the relative positions of main ones. Second, we do not require a global view of the network but, in return, we cannot argue about things such as node centrality or PageRank. Third, we do not want to find communities induced by friends-of-friends type links. Rather we strive for a similarity-only based approach that can easily be transferred to domains without any friends-of-friend links.
@cite_4 @cite_7 @cite_29 @cite_0 @cite_12
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In this paper we discuss a very simple approach of combining content and link information in graph structures for the purpose of community discovery, a fundamental task in network analysis. Our approach hinges on the basic intuition that many networks contain noise in the link structure and that content information can help strengthen the community signal. This enables ones to eliminate the impact of noise (false positives and false negatives), which is particularly prevalent in online social networks and Web-scale information networks. Specifically we introduce a measure of signal strength between two nodes in the network by fusing their link strength with content similarity. Link strength is estimated based on whether the link is likely (with high probability) to reside within a community. Content similarity is estimated through cosine similarity or Jaccard coefficient. We discuss a simple mechanism for fusing content and link similarity. We then present a biased edge sampling procedure which retains edges that are locally relevant for each graph node. The resulting backbone graph can be clustered using standard community discovery algorithms such as Metis and Markov clustering. Through extensive experiments on multiple real-world datasets (Flickr, Wikipedia and CiteSeer) with varying sizes and characteristics, we demonstrate the effectiveness and efficiency of our methods over state-of-the-art learning and mining approaches several of which also attempt to combine link and content analysis for the purposes of community discovery. Specifically we always find a qualitative benefit when combining content with link analysis. Additionally our biased graph sampling approach realizes a quantitative benefit in that it is typically several orders of magnitude faster than competing approaches. Motivation: Analogous to biological sequence comparison, comparing cellular networks is an important problem that could provide insight into biological understanding and therapeutics. For technical reasons, comparing large networks is computationally infeasible, and thus heuristics, such as the degree distribution, clustering coefficient, diameter, and relative graphlet frequency distribution have been sought. It is easy to demonstrate that two networks are different by simply showing a short list of properties in which they differ. It is much harder to show that two networks are similar, as it requires demonstrating their similarity in all of their exponentially many properties. Clearly, it is computationally prohibitive to analyze all network properties, but the larger the number of constraints we impose in determining network similarity, the more likely it is that the networks will truly be similar. Results: We introduce a new systematic measure of a network's local structure that imposes a large number of similarity constraints on networks being compared. In particular, we generalize the degree distribution, which measures the number of nodes 'touching' k edges, into distributions measuring the number of nodes 'touching' k graphlets, where graphlets are small connected non-isomorphic subgraphs of a large network. Our new measure of network local structure consists of 73 graphlet degree distributions of graphlets with 2--5 nodes, but it is easily extendible to a greater number of constraints (i.e. graphlets), if necessary, and the extensions are limited only by the available CPU. Furthermore, we show a way to combine the 73 graphlet degree distributions into a network 'agreement' measure which is a number between 0 and 1, where 1 means that networks have identical distributions and 0 means that they are far apart. Based on this new network agreement measure, we show that almost all of the 14 eukaryotic PPI networks, including human, resulting from various high-throughput experimental techniques, as well as from curated databases, are better modeled by geometric random graphs than by Erdos--Reny, random scale-free, or Barabasi--Albert scale-free networks. Availability: Software executables are available upon request. Contact: natasha@ics.uci.edu Many real-world domains can be represented as large node-link graphs: backbone Internet routers connect with 70,000 other hosts, mid-sized Web servers handle between 20,000 and 200,000 hyperlinked documents, and dictionaries contain millions of words defined in terms of each other. Computational manipulation of such large graphs is common, but previous tools for graph visualization have been limited to datasets of a few thousand nodes. Visual depictions of graphs and networks are external representations that exploit human visual processing to reduce the cognitive load of many tasks that require understanding of global or local structure. We assert that the two key advantages of computer-based systems for information visualization over traditional paper-based visual exposition are interactivity and scalability. We also argue that designing visualization software by taking the characteristics of a target user's task domain into account leads to systems that are more effective and scale to larger datasets than previous work. This thesis contains a detailed analysis of three specialized systems for the interactive exploration of large graphs, relating the intended tasks to the spatial layout and visual encoding choices. We present two novel algorithms for specialized layout and drawing that use quite different visual metaphors. The H3 system for visualizing the hyperlink structures of web sites scales to datasets of over 100,000 nodes by using a carefully chosen spanning tree as the layout backbone, 3D hyperbolic geometry for a Focus+Context view, and provides a fluid interactive experience through guaranteed frame rate drawing. The Constellation system features a highly specialized 2D layout intended to spatially encode domain-specific information for computational linguists checking the plausibility of a large semantic network created from dictionaries. The Planet Multicast system for displaying the tunnel topology of the Internet's multicast backbone provides a literal 3D geographic layout of arcs on a globe to help MBone maintainers find misconfigured long-distance tunnels. Each of these three systems provides a very different view of the graph structure, and we evaluate their efficacy for the intended task. We generalize these findings in our analysis of the importance of interactivity and specialization for graph visualization systems that are effective and scalable. The nearestor near-neighbor query problems arise in a large variety of database applications, usually in the context of similarity searching. Of late, there has been increasing interest in building search index structures for performing similarity search over high-dimensional data, e.g., image databases, document collections, time-series databases, and genome databases. Unfortunately, all known techniques for solving this problem fall prey to the of dimensionality." That is, the data structures scale poorly with data dimensionality; in fact, if the number of dimensions exceeds 10 to 20, searching in k-d trees and related structures involves the inspection of a large fraction of the database, thereby doing no better than brute-force linear search. It has been suggested that since the selection of features and the choice of a distance metric in typical applications is rather heuristic, determining an approximate nearest neighbor should su ce for most practical purposes. In this paper, we examine a novel scheme for approximate similarity search based on hashing. The basic idea is to hash the points Supported by NAVY N00014-96-1-1221 grant and NSF Grant IIS-9811904. Supported by Stanford Graduate Fellowship and NSF NYI Award CCR-9357849. Supported by ARO MURI Grant DAAH04-96-1-0007, NSF Grant IIS-9811904, and NSF Young Investigator Award CCR9357849, with matching funds from IBM, Mitsubishi, Schlumberger Foundation, Shell Foundation, and Xerox Corporation. Permission to copy without fee all or part of this material is granted provided that the copies are not made or distributed for direct commercial advantage, the VLDB copyright notice and the title of the publication and its date appear, and notice is given that copying is by permission of the Very Large Data Base Endowment. To copy otherwise, or to republish, requires a fee and or special permission from the Endowment. Proceedings of the 25th VLDB Conference, Edinburgh, Scotland, 1999. from the database so as to ensure that the probability of collision is much higher for objects that are close to each other than for those that are far apart. We provide experimental evidence that our method gives signi cant improvement in running time over other methods for searching in highdimensional spaces based on hierarchical tree decomposition. Experimental results also indicate that our scheme scales well even for a relatively large number of dimensions (more than 50).