The spread of behavior over social networks depends on the contact structure among individuals, and seeding the most influential agents can substantially enhance the extent of the spread. While the choice of the best seed set, known as influence maximization, is a computationally hard problem, many computationally efficient algorithms have been proposed to approximate the optimal seed sets with provable guarantees. Most of the previous work on influence maximization assumes the knowledge of the entire network graph. However, in practice, obtaining full knowledge of the network structure is very costly. In this work, we consider the choice of @math initial seeds to maximize the expected number of adopters under the independent cascade model. We propose a ''probe-and-seed'' algorithm that provides almost tight approximation guarantees using @math edge queries in @math time, where @math is the network size and @math is the probability of spreading through an edge. To the best of our knowledge, this is the first result to provide approximation guarantees for influence maximization, using a sub-quadratic number of queries for polynomially small @math . We complement this result by showing that it is impossible to approximate the problem using @math edge queries for constant @math . In the end, we consider a more advanced query model, where one seeds a node and observes the resultant adopters after running the spreading process. We provide an algorithm that uses only @math such queries and provides almost tight approximation guarantees.
Recently, there has been tremendous interest in the phenomenon of influence propagation in social networks. The studies in this area assume they have as input to their problems a social graph with edges labeled with probabilities of influence between users. However, the question of where these probabilities come from or how they can be computed from real social network data has been largely ignored until now. Thus it is interesting to ask whether from a social graph and a log of actions by its users, one can build models of influence. This is the main problem attacked in this paper. In addition to proposing models and algorithms for learning the model parameters and for testing the learned models to make predictions, we also develop techniques for predicting the time by which a user may be expected to perform an action. We validate our ideas and techniques using the Flickr data set consisting of a social graph with 1.3M nodes, 40M edges, and an action log consisting of 35M tuples referring to 300K distinct actions. Beyond showing that there is genuine influence happening in a real social network, we show that our techniques have excellent prediction performance. We consider the canonical problem of influence maximization in social networks. Since the seminal work of Kempe, Kleinberg, and Tardos there have been two, largely disjoint efforts on this problem. The first studies the problem associated with learning the generative model that produces cascades, and the second focuses on the algorithmic challenge of identifying a set of influencers, assuming the generative model is known. Recent results on learning and optimization imply that in general, if the generative model is not known but rather learned from training data, no algorithm for influence maximization can yield a constant factor approximation guarantee using polynomially-many samples, drawn from any distribution. In this paper we describe a simple algorithm for maximizing influence from training data. The main idea behind the algorithm is to leverage the strong community structure of social networks and identify a set of individuals who are influentials but whose communities have little overlap. Although in general, the approximation guarantee of such an algorithm is unbounded, we show that this algorithm performs well experimentally. To analyze its performance, we prove this algorithm obtains a constant factor approximation guarantee on graphs generated through the stochastic block model, traditionally used to model networks with community structure. The algorithmic challenge of maximizing information diffusion through word-of-mouth processes in social networks has been heavily studied in the past decade. While there has been immense progress and an impressive arsenal of techniques has been developed, the algorithmic frameworks make idealized assumptions regarding access to the network that can often result in poor performance of state-of-the-art techniques. In this paper we introduce a new framework which we call Adaptive Seeding. The framework is a two-stage stochastic optimization model designed to leverage the potential that typically lies in neighboring nodes of arbitrary samples of social networks. Our main result is an algorithm which provides a constant factor approximation to the optimal adaptive policy for any influence function in the Triggering model. Social networks are commonly used for marketing purposes. For example, free samples of a product can be given to a few influential social network users (or seed nodes), with the hope that they will convince their friends to buy it. One way to formalize this objective is through the problem of influence maximization (or IM), whose goal is to find the best seed nodes to activate under a fixed budget, so that the number of people who get influenced in the end is maximized. Solutions to IM rely on the influence probability that a user influences another one. However, this probability information may be unavailable or incomplete. In this paper, we study IM in the absence of complete information on influence probability. We call this problem Online Influence Maximization (OIM), since we learn influence probabilities at the same time we run influence campaigns. To solve OIM, we propose a multiple-trial approach, where (1) some seed nodes are selected based on existing influence information; (2) an influence campaign is started with these seed nodes; and (3) user feedback is used to update influence information. We adopt Explore-Exploit strategies, which can select seed nodes using either the current influence probability estimation (exploit), or the confidence bound on the estimation (explore). Any existing IM algorithm can be used in this framework. We also develop an incremental algorithm that can significantly reduce the overhead of handling user feedback information. Our experiments show that our solution is more effective than traditional IM methods on the partial information. In recent years, social networking platforms have developed into extraordinary channels for spreading and consuming information. Along with the rise of such infrastructure, there is continuous progress on techniques for spreading information effectively through influential users. In many applications, one is restricted to select influencers from a set of users who engaged with the topic being promoted, and due to the structure of social networks, these users often rank low in terms of their influence potential. An alternative approach one can consider is an adaptive method which selects users in a manner which targets their influential neighbors. The advantage of such an approach is that it leverages the friendship paradox in social networks: while users are often not influential, they often know someone who is. Despite the various complexities in such optimization problems, we show that scalable adaptive seeding is achievable. In particular, we develop algorithms for linear influence models with provable approximation guarantees that can be gracefully parallelized. To show the effectiveness of our methods we collected data from various verticals social network users follow. For each vertical, we collected data on the users who responded to a certain post as well as their neighbors, and applied our methods on this data. Our experiments show that adaptive seeding is scalable, and importantly, that it obtains dramatic improvements over standard approaches of information dissemination. We study the online influence maximization problem in social networks under the independent cascade model. Specifically, we aim to learn the set of "best influencers" in a social network online while repeatedly interacting with it. We address the challenges of (i) combinatorial action space, since the number of feasible influencer sets grows exponentially with the maximum number of influencers, and (ii) limited feedback, since only the influenced portion of the network is observed. Under a stochastic semi-bandit feedback, we propose and analyze IMLinUCB, a computationally efficient UCB-based algorithm. Our bounds on the cumulative regret are polynomial in all quantities of interest, achieve near-optimal dependence on the number of interactions and reflect the topology of the network and the activation probabilities of its edges, thereby giving insights on the problem complexity. To the best of our knowledge, these are the first such results. Our experiments show that in several representative graph topologies, the regret of IMLinUCB scales as suggested by our upper bounds. IMLinUCB permits linear generalization and thus is both statistically and computationally suitable for large-scale problems. Our experiments also show that IMLinUCB with linear generalization can lead to low regret in real-world online influence maximization.