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Want to be Retweeted? Large Scale Analytics on Factors Impacting Retweet Rate in Twitter Network
1. Want to be Retweeted?Large Scale Analytics on Factors Impacting Retweet Rate in Twitter Network Bongwon Suh, Lichan Hong, Peter Pirolli, and Ed Chi suh@parc.com @billsuh Augmented Social Cognition Research Group (Xerox) PARC
2. Research Motivation How and why certain information spreads more widely than others in Twitter network?
7. Research Question Which tweet features are associated with retweet? Retweet Model # Retweet ~ function(f1, f2, …., fn), where fiare simple features extracted from a tweet Data Driven
8. Features of Tweets Content features URL Hashtag Mention Contextual features # of followers # of followees Account seniority (days) # of past tweets (or statuses) # of favorite items Retweet E.g. Feature retweet, RT: @username, Via: @username, etc Image: http://astore.amazon.com/buy.victorinox.swiss.army.knives-20/
9. Example Tweet Content Features Mention Hashtag URL # Followees: 395 # Followers: 1,400 # Favorite: 1,657 # Day: (since June 17, 2008) # Past tweets: 21,000 Contextual Features User “shefaly” (through Twitter API)
10. Data Collection 74M tweets from Twitter Stream API Characterization 2~3 % sample Incomplete retweet information 10K tweets with accurate # of retweets for each of them Hadoop / Hbase / MapReduce Image: http://covers.oreilly.com/images/9780596154622/lrg.jpg
11. Two Analyses Exploratory Analysis Principle component analysis (PCA) Retweet + 8 features Examine how they are related Retweet Model Generalized Linear Model (GLM) # retweets as a linear sum of function(feature)
16. OK. Having URL matters… Then? All of them are equal? What kind of content do people use? Does retweeting vary depending on types of information? Further analysis Content features Contextual features Image: http://techfilipino.com/how-much-is-my-website-domain-name
17. Calculating Retweet Rate for Domain Group URLs by domain 475,509 tweets have URLs from www.youtube.com (e.g. http://www.youtube.com/watch?v=xyz1234) Unshortening 15.6M+ URLs! Identify retweets 79,404 of them are in retweets. Reweet Rate for Youtube.com 79,404 (in retweets) / 475,509 (in all tweets) = 16.6%
18. Normalized Retweet Rate Relative ratio of retweet rate compared to the global average Global Average Retweet Rate 8.24M total retweet 73.9M total tweet 11.2% = 8.24M / 73.9M Retweetablity Normalized retweet rate for a domain Retweet rate for youtube.com: 16.6% Youtube.com: 1.50 = 16.6% / 11.2%
26. Age of Twitter Account vs. Retweet Rate Normalized Retweet Rate Days
27. Past Tweets vs. Retweet Rate Normalized Retweet Rate # of Past Tweet
28. Want to be Retweeted - Summary Content URL, Hashtag Context More # of followers, make many friends Implication Be an interesting person! Up-to-date, opinionated, insightful, serendipitous, and/or funny information
29. Thank You! Want to be Retweeted?Large Scale Analytics on Factors Impacting Retweet Rate in Twitter Network Bongwon Suh, Lichan Hong, Peter Pirolli, and Ed Chi suh@parc.com @billsuh Augmented Social Cognition Research Group
