Social networks offer convenient ways to seamlessly reach out to large audiences. In particular, Facebook pages are increasingly used by businesses, brands, and organizations to connect with multitudes of users worldwide. As the number of likes of a page has become a de-facto measure of its popularity and profitability, an underground market of services artificially inflating page likes, aka like farms, has emerged alongside Facebook's official targeted advertising platform. Nonetheless, there is little work that systematically analyzes Facebook pages' promotion methods. Aiming to fill this gap, we present a honeypot-based comparative measurement study of page likes garnered via Facebook advertising and from popular like farms. First, we analyze likes based on demographic, temporal, and social characteristics, and find that some farms seem to be operated by bots and do not really try to hide the nature of their operations, while others follow a stealthier approach, mimicking regular users' behavior. Next, we look at fraud detection algorithms currently deployed by Facebook and show that they do not work well to detect stealthy farms which spread likes over longer timespans and like popular pages to mimic regular users. To overcome their limitations, we investigate the feasibility of timeline-based detection of like farm accounts, focusing on characterizing content generated by Facebook accounts on their timelines as an indicator of genuine versus fake social activity. We analyze a range of features, grouped into two main categories: lexical and non-lexical. We find that like farm accounts tend to re-share content, use fewer words and poorer vocabulary, and more often generate duplicate comments and likes compared to normal users. Using relevant lexical and non-lexical features, we build a classifier to detect like farms accounts that achieves precision higher than 99 and 93 recall.
Remarks on New Material''. Compared to our preliminary results (published in @cite_51 and reported in ), this article clearly introduces significant additional new material. Specifically: (i) we introduce an empirical evaluation demonstrating that temporal and social graph analysis can only be used to detect naive farms (), and (ii) we present a novel timeline-based classifier geared to detect accounts from stealthy like farms with a remarkably high degree of accuracy (Sections and ).
@cite_51
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Given a set of plausible detections, detected at each time instant independently, we investigate how to associate them across time. This is done by propagating labels on a set of graphs that capture how the spatio-temporal and the appearance cues promote the assignment of identical or distinct labels to a pair of nodes. The graph construction is driven by the locally linear embedding (LLE) of either the spatio-temporal or the appearance features associated to the detections. Interestingly, the neighborhood of a node in each appearance graph is defined to include all nodes for which the appearance feature is available (except the ones that coexist at the same time). This allows to connect the nodes that share the same appearance even if they are temporally distant, which gives our framework the uncommon ability to exploit the appearance features that are available only sporadically along the sequence of detections. Once the graphs have been defined, the multi-object tracking is formulated as the problem of finding a label assignment that is consistent with the constraints captured by each of the graphs. This results into a difference of convex program that can be efficiently solved. Experiments are performed on a basketball and several well-known pedestrian datasets in order to validate the effectiveness of the proposed solution.