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The Emergence of Conventions in Online Social Networks

The Emergence of Conventions in Online Social Networks. @ farshadkt * @ nicesea † @ nekozzang † @ kgummadi * @ winteram ‡ MPI-SWS * KAIST † Stevens Institute of Technology ‡. Metric. Imperial. Linguistic conventions. Hello. Hey. How’s it going. Good day.

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The Emergence of Conventions in Online Social Networks

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  1. The Emergence of Conventions in Online Social Networks @farshadkt* @nicesea† @nekozzang† @kgummadi* @winteram‡ MPI-SWS* KAIST† Stevens Institute of Technology‡ The Emergence of conventions - Farshad Kooti

  2. Metric Imperial The Emergence of conventions - Farshad Kooti

  3. Linguistic conventions Hello Hey How’s it going Good day The Emergence of conventions - Farshad Kooti

  4. The Emergence of conventions - Farshad Kooti

  5. Why retweeting convention? The Emergence of conventions - Farshad Kooti • Information-sharing channels are explicit in Twitter • Specific to Twitter: exposures within the community • Containedin Twitter, hence capturing all usages

  6. Twitter dataset The Emergence of conventions - Farshad Kooti • Crawled near-completedata from 03-2006 to 09-2009 • 54 million users • 1.9 billion tweets • 1.7 billion follow links • Follow links are a snapshot of the network

  7. The retweeting variations • Searched for syntax token @username • “Adopter” refers to a user using the variation at least once The Emergence of conventions - Farshad Kooti

  8. Majority acceptance Origins Early adopters The Emergence of conventions - Farshad Kooti

  9. What are the very first use cases? HT Oct’07 Retweeting Jan’08 R/T Jun’08 Via Mar’07 Retweet Nov’07 RT Jan’08 ♻ Sep’08 The Emergence of conventions - Farshad Kooti

  10. Via started from natural language HT Oct’07 Retweeting Jan’08 R/T Jun’08 @JasonCalacanis (via @kosso) - new Nokia N-Series phones will do Flash, Video and YouTube Via Mar’07 Retweet Nov’07 RT Jan’08 ♻ Sep’08 The Emergence of conventions - FarshadKooti

  11. The first Twitter-specific variation HT Oct’07 Retweeting Jan’08 R/T Jun’08 Retweet@HealthyLaugh she is in the Boston Globe today, for a Stand up show she’s doing tonight. Add the funny lady on Tweeter! Via Mar’07 Retweet Nov’07 RT Jan’08 ♻ Sep’08 The Emergence of conventions - Farshad Kooti

  12. RT was an adaption to constraints HT Oct’07 Retweeting Jan’08 R/T Jun’08 RT @BreakingNewsOn: "LV Fire Department: No major injuries and the fire on the Monte Carlo west wing contained east wing nearly contained." Via Mar’07 Retweet Nov’07 RT Jan’08 ♻ Sep’08 The Emergence of conventions - Farshad Kooti

  13. Some start from explicit discussions HT Oct’07 Retweeting Jan’08 R/T Jun’08 Via Mar’07 Retweet Nov’07 RT Jan’08 ♻ Sep’08 ♻ @ev of @biz re: twitterkeys ★ http://twurl.nl/fc6trd The Emergence of conventions - Farshad Kooti

  14. Majority acceptance Origins Early adopters The Emergence of conventions - Farshad Kooti

  15. Early adopters are more tech-savvy Random users Early adopters The Emergence of conventions - FarshadKooti

  16. Early adopters are more innovative The Emergence of conventions - Farshad Kooti

  17. Early adopters are more popular • Much higher number of followers • 80% of early adopters in top 1% based on PageRank The Emergence of conventions - Farshad Kooti

  18. Defining the diffusion network The Emergence of conventions - Farshad Kooti • Each adopter is a node in the graph. • There is a link from A to B if A was exposed to the variation by B.

  19. Diffusion network of first 500 adopters of Retweet The Emergence of conventions - Farshad Kooti

  20. Diffusion network of first 500 adopters of RT The Emergence of conventions - Farshad Kooti

  21. Early adopter network Early adopters’ diffusion networks are dense and clustered. There is no single critical user. The Emergence of conventions - FarshadKooti • Average number of exposures: 2.9 – 6.4 • Average clustering coefficient: 0.233 - 0.320 • Criticality: fraction of users who were only exposed because of the most critical user: 0.5% - 4.9%

  22. Convention had different spread patterns from the URLs The Emergence of conventions - FarshadKooti • URLs’ early adopters are not necessarily core users • The diffusion network is not dense and clustered • There are critical users in the process

  23. Majority acceptance Origins Early adopters The Emergence of conventions - Farshad Kooti

  24. The Emergence of conventions - Farshad Kooti

  25. Some variations are growing and some dyingat the end Variations have different growth rates Only two variations became dominant RT via The Emergence of conventions - Farshad Kooti

  26. Wide-spread vs normal adoptions • Successful variations reached peripheral users • In tune with two-step flow theory The Emergence of conventions - Farshad Kooti

  27. Summary The Emergence of conventions - Farshad Kooti • Conventions emerged in an organic, bottom-up manner • Early adopters are core members of the community: Active, tech-savvy, popular, and innovative • Social conventions start spreading through dense and clustered networks and there is no critical user • When variations got popular, they reached out side of core community

  28. Thank you! Twitter data shared at twitter.mpi-sws.org The Emergence of conventions - Farshad Kooti

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