1. Selective Behavior in Online Social Networks Chunjing Xiao Ling Su Juan Bi Yuxia Xue Aleksandar Kuzmanovic University of Electronic Science and Technology of China Northwestern University http://networks.cs.northwestern.edu

2. Chunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar KuzmanovicSelective Behavior in Online Social NetworksChunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar Kuzmanovic Motivation Examine Homophily –there are still different voices for homophily. For example, gender was not found to be a source of homophily 1. Improve effects of information spread –The targeted contents can be provided for users, after answering to what extent who will prefer whose contents Benefit the OSNs development –The comparison of three OSNs provides insight for caching deployment. 1. Homophily in MySpace, JASIST 2009. 2

3. Chunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar KuzmanovicSelective Behavior in Online Social NetworksChunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar Kuzmanovic Data Collection Select three OSNs: YouTube, Flickr and Twitter Infer users’ properties –Inferring Gender and Location in Twitter –Inferring Location in Flickr 3

4. Chunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar KuzmanovicSelective Behavior in Online Social NetworksChunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar Kuzmanovic Outline Disseminators and Audiences Individually Union of Disseminators and Audience Intersection of Disseminators and Audience 4

5. Chunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar KuzmanovicSelective Behavior in Online Social NetworksChunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar Kuzmanovic Disseminators and Audiences Divide users into Disseminators and Audiences –Disseminators: users who upload contents –Audiences: users who post comments 5

6. Chunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar KuzmanovicSelective Behavior in Online Social NetworksChunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar Kuzmanovic Selective ranges Selective ranges for top four countries 6

7. Chunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar KuzmanovicSelective Behavior in Online Social NetworksChunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar Kuzmanovic Outline Disseminators and Audiences Individually Union of Disseminators and Audience Intersection of Disseminators and Audience 7

8. Chunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar KuzmanovicSelective Behavior in Online Social NetworksChunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar Kuzmanovic Role of Location In terms of Location, who prefer whose contents. 8 The diagonal is the brightest one, which indicates Flickr is the widest. The diagonal is the brightest one, which indicates Flickr is the widest. The diagonal is the darkest one, which indicates Twitter is the most local. The diagonal is the darkest one, which indicates Twitter is the most local.

9. Chunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar KuzmanovicSelective Behavior in Online Social NetworksChunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar Kuzmanovic Quantify global level of information spread using location entropy Global level 9 the sum of the comments that the videos of country i received the number of comments posted by country k to videos of country i the number of comments posted by country k to videos of country i Number of selected countries, 25

10. Chunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar KuzmanovicSelective Behavior in Online Social NetworksChunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar Kuzmanovic Homophily in terms of gender The Role of Gender 10 Attention paid by Female audience to videos of Females. Attention paid by Male audience to videos of Females. Videos of Females

11. Chunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar KuzmanovicSelective Behavior in Online Social NetworksChunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar Kuzmanovic Homophily in terms of Age The Role of Age 11

12. Chunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar KuzmanovicSelective Behavior in Online Social NetworksChunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar Kuzmanovic Homophily in terms of both location and gender The Role of both location and gender 12 Attention paid by audience to videos of disseminators with both same location and gender. Attention paid by audience to videos of disseminators with only same gender.

13. Chunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar KuzmanovicSelective Behavior in Online Social NetworksChunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar Kuzmanovic Outline Disseminators and Audiences Individually Union of Disseminators and Audience Intersection of Disseminators and Audience 13

14. Chunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar KuzmanovicSelective Behavior in Online Social NetworksChunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar Kuzmanovic Dual-role users who are both disseminators and audiences There are 86% dual-role users whose uploaded categories completely belong to their commented categories in YouTube and 92% in Flickr Dual-role users 14 Selective behavior is related to users’ properties rather than the particular role that they are playing

15. Chunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar KuzmanovicSelective Behavior in Online Social NetworksChunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar Kuzmanovic Role Preference 15 Users with high activity as disseminator are not necessarily high active as audience. Users with high activity as audience are not necessarily high active as disseminator. Most of dual-role users show a role preference, i.e., they are very active as either disseminators or audiences, but not both.

16. Chunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar KuzmanovicSelective Behavior in Online Social NetworksChunjing Xiao, Ling Su, Juan Bi, Yuxia Xue, Aleksandar Kuzmanovic There are striking homophily for age, gender, and location. Different OSNs exhibit different global levels and different countries also have different ones. most of dual-role users are very active as either disseminators or audiences, but not both. Conclusions 16

17. Thank You http://networks.cs.northwestern.edu