Degree distribution models are incredibly important tools for analyzing and understanding the structure and formation of social networks, and can help guide the design of efficient graph algorithms. In particular, the Power-law degree distribution has long been used to model the structure of online social networks, and is the basis for algorithms and heuristics in graph applications such as influence maximization and social search. Along with recent measurement results, our interest in this topic was sparked by our own experimental results on social graphs that deviated significantly from those predicted by a Power-law model. In this work, we seek a deeper understanding of these deviations, and propose an alternative model with significant implications on graph algorithms and applications. We start by quantifying this artifact using a variety of real social graphs, and show that their structures cannot be accurately modeled using elementary distributions including the Power-law. Instead, we propose the Pareto-Lognormal (PLN) model, verify its goodness-of-fit using graphical and statistical methods, and present an analytical study of its asymptotical differences with the Power-law. To demonstrate the quantitative benefits of the PLN model, we compare the results of three wide-ranging graph applications on real social graphs against those on synthetic graphs generated using the PLN and Power-law models. We show that synthetic graphs generated using PLN are much better predictors of degree distributions in real graphs, and produce experimental results with errors that are orders-of-magnitude smaller than those produced by the Power-law model.
We consider a privacy threat to a social network in which the goal of an attacker is to obtain knowledge of a significant fraction of the links in the network. We formalize the typical social network interface and the information about links that it provides to its users in terms of lookahead. We consider a particular threat where an attacker subverts user accounts to get information about local neighborhoods in the network and pieces them together in order to get a global picture. We analyze, both experimentally and theoretically, the number of user accounts an attacker would need to subvert for a successful attack, as a function of his strategy for choosing users whose accounts to subvert and a function of lookahead provided by the network. We conclude that such an attack is feasible in practice, and thus any social network that wishes to protect the link privacy of its users should take great care in choosing the lookahead of its interface, limiting it to 1 or 2, whenever possible. In this paper we study approximate landmark-based methods for point-to-point distance estimation in very large networks. These methods involve selecting a subset of nodes as landmarks and computing offline the distances from each node in the graph to those landmarks. At runtime, when the distance between a pair of nodes is needed, it can be estimated quickly by combining the precomputed distances. We prove that selecting the optimal set of landmarks is an NP-hard problem, and thus heuristic solutions need to be employed. We therefore explore theoretical insights to devise a variety of simple methods that scale well in very large networks. The efficiency of the suggested techniques is tested experimentally using five real-world graphs having millions of edges. While theoretical bounds support the claim that random landmarks work well in practice, our extensive experimentation shows that smart landmark selection can yield dramatically more accurate results: for a given target accuracy, our methods require as much as 250 times less space than selecting landmarks at random. In addition, we demonstrate that at a very small accuracy loss our techniques are several orders of magnitude faster than the state-of-the-art exact methods. Finally, we study an application of our methods to the task of social search in large graphs. Influence maximization is the problem of finding a small subset of nodes (seed nodes) in a social network that could maximize the spread of influence. In this paper, we study the efficient influence maximization from two complementary directions. One is to improve the original greedy algorithm of [5] and its improvement [7] to further reduce its running time, and the second is to propose new degree discount heuristics that improves influence spread. We evaluate our algorithms by experiments on two large academic collaboration graphs obtained from the online archival database arXiv.org. Our experimental results show that (a) our improved greedy algorithm achieves better running time comparing with the improvement of [7] with matching influence spread, (b) our degree discount heuristics achieve much better influence spread than classic degree and centrality-based heuristics, and when tuned for a specific influence cascade model, it achieves almost matching influence thread with the greedy algorithm, and more importantly (c) the degree discount heuristics run only in milliseconds while even the improved greedy algorithms run in hours in our experiment graphs with a few tens of thousands of nodes. Based on our results, we believe that fine-tuned heuristics may provide truly scalable solutions to the influence maximization problem with satisfying influence spread and blazingly fast running time. Therefore, contrary to what implied by the conclusion of [5] that traditional heuristics are outperformed by the greedy approximation algorithm, our results shed new lights on the research of heuristic algorithms.