Classifying Twitter Users

        David Horn
         Cal Poly
How can you classify social
     network users?
 What kinds of traits do they have?

  How does information spread on
    ...
Power graph analysis kinda fails

  Twitter is no more a social network than
                    IRC

            Followin...
This just in: following spammers gets
              you spammed




“When I unfollowed 106,000 people all
   my spam just ...
Mavens
      Discover new information

             Connectors
Spread information to new communities
Ineffectual
Heavily engaged, but do not get a strong
      response from the community

              Consumer
     Less e...
Engagement Metrics

Engaged - How often others @mention
                a user
     Engaging - How often a user
          ...
Twitter User Engagement
             80


             70


             60


             50
Engaged by




             ...
Twitter User Engagement
             80


             70


             60


             50
Engaged by




             ...
Twitter User Engagement
                           80


                           70


                           60
    ...
Twitter User Engagement
                             80


                             70


                             6...
Convert that to polar coordinates

            (x,y) => (r,θ)
                 r
                             engaged

   ...
Magnitude
    r  engaged 2  engaging 2

How engaged is this user with the
          service?
Angle
             engaged 
      sin 
           1
                      
                r    
What kind of a u...
90°



      Maven



60°

      Connector
                    If magnitude > 15
40°



      Ineffectual


0°
Meme flow:


                                    Larger
                                    community
                    ...
For any particular meme, you can
      expect a traffic breakdown:

• 10% from trend leaders

• 20% from community leaders...
Reach

Reach = r/engaging*followers
Chance a meme will spread

      P(spread) = θ/90
http://engagerank.com

       Try it out!
T
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Classifying Twitter Users

  1. 1. Classifying Twitter Users David Horn Cal Poly
  2. 2. How can you classify social network users? What kinds of traits do they have? How does information spread on twitter?
  3. 3. Power graph analysis kinda fails Twitter is no more a social network than IRC Following is cheap
  4. 4. This just in: following spammers gets you spammed “When I unfollowed 106,000 people all my spam just stopped. Dead. “
  5. 5. Mavens Discover new information Connectors Spread information to new communities
  6. 6. Ineffectual Heavily engaged, but do not get a strong response from the community Consumer Less engaged with the service
  7. 7. Engagement Metrics Engaged - How often others @mention a user Engaging - How often a user @mentions others
  8. 8. Twitter User Engagement 80 70 60 50 Engaged by 40 30 20 10 0 0 10 20 30 40 50 60 70 80 Engaging
  9. 9. Twitter User Engagement 80 70 60 50 Engaged by 40 30 20 10 0 0 10 20 30 40 50 60 70 80 Engaging
  10. 10. Twitter User Engagement 80 70 60 Mavens Number of users engaging 50 Connectors 40 30 20 10 0 0 10 20 30 40 50 60 70 80 Number of users engaged
  11. 11. Twitter User Engagement 80 70 60 Number of users engaging 50 40 30 Ineffectual 20 10 0 0 10 20 30 40 50 60 70 80 Number of users engaged Community-at-large
  12. 12. Convert that to polar coordinates (x,y) => (r,θ) r engaged θ engaging
  13. 13. Magnitude r  engaged 2  engaging 2 How engaged is this user with the service?
  14. 14. Angle  engaged    sin  1   r  What kind of a user this is
  15. 15. 90° Maven 60° Connector If magnitude > 15 40° Ineffectual 0°
  16. 16. Meme flow: Larger community Connector Maven Source (anywhere) Time
  17. 17. For any particular meme, you can expect a traffic breakdown: • 10% from trend leaders • 20% from community leaders • 30% from the overall community • 40% from ineffectual users
  18. 18. Reach Reach = r/engaging*followers
  19. 19. Chance a meme will spread P(spread) = θ/90
  20. 20. http://engagerank.com Try it out!
  21. 21. T
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