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Privacy and Security in Online
Social Media
Course on NPTEL
NOC-CS07
Week 6.2
Ponnurangam Kumaraguru (“PK”)
Associate Professor
ACM Distinguished Speaker
fb/ponnurangam.kumaraguru, @ponguru
Link farming
⚫Search engines rank websites / webpages
based on graph metrics such as Pagerank
-High in-degree helps to get high Pagerank
⚫Link farming in Web
-Websites exchange reciprocal links with other
sites to improve ranking by search engines
2
Link farming
⚫A link farm is a form of spamming the index
of a search engine (sometimes called
spamdexing or spamexing).
3
Why link farming in Twitter?
⚫Twitter has become a Web within the Web
- Vast amounts of information and real-time news
- Twitter search becoming more and more common
- Search engines rank users by follower-rank,
Pagerank to decide whose tweets to return as
search results
- High indegree (#followers) seen as a metric of
influence
- Klout score influenced by Twitter indegree
⚫Link farming in Twitter
- Spammers follow other users and attempt to get
them to follow back (Reciprocity)
Link farming in Web & Twitter similar?
⚫Motivation is similar
-Higher indegree will give better ranks in search
results
⚫Who engages in link farming?
-Web – spammers
-Twitter – spammers + many legitimate, popular
users !!!
⚫Additional factors in Twitter
-‘Following back’ considered a social etiquette
Spam in Twitter
⚫ “five spam campaigns controlling 145 thousand accounts combined are
able to persist for months at a time, with each campaign enacting a
unique spamming strategy.”
7
Spam in Twitter
⚫ “We find that 8% of 25 million URLs posted to the site point to phishing,
malware, and scams listed on popular blacklists.”
⚫ “We find that Twitter is a highly successful platform for coercing users to visit
spam pages, with a clickthrough rate of 0.13%, compared to much lower rates
previously reported for email spam”
8
Spam in Twitter
⚫ “finding that 16% of active accounts exhibit a high degree of automation.”
⚫ “find that 11% of accounts that appear to publish exclusively through the
browser are in fact automated accounts that spoof the source of the updates.”
9
Dataset
⚫Complete snapshot of Twitter, 2009
⚫54 million users, 1.9 billion links! Largest
dataset!
10
Nodes
11
Spammers
⚫379,340 accounts has been suspended in the
interval, Aug 09 – Feb 11
-Spam-activity or long inactivity
⚫41,352 suspended accounts posted at least
one blacklisted URL shortened by bitly,
tinyurl
12
Spammers
⚫# of spam-targets, spam-followers, their
overlap
⚫82% of spam followers overlap with the
spam-targets
13
Spammers
⚫# of spammers who rank within the top K
according to pagerank
14
Spammers
⚫# of spammers who rank within the top K
according to pagerank
⚫7 spammers rank within 10,000, 304 within
100,000 and 2,131 within 1million
15
Thank you
pk@iiitd.ac.in
precog.iiitd.edu.in
fb/ponnurangam.kumaraguru

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Week 6.2: eCrime

  • 1. Privacy and Security in Online Social Media Course on NPTEL NOC-CS07 Week 6.2 Ponnurangam Kumaraguru (“PK”) Associate Professor ACM Distinguished Speaker fb/ponnurangam.kumaraguru, @ponguru
  • 2. Link farming ⚫Search engines rank websites / webpages based on graph metrics such as Pagerank -High in-degree helps to get high Pagerank ⚫Link farming in Web -Websites exchange reciprocal links with other sites to improve ranking by search engines 2
  • 3. Link farming ⚫A link farm is a form of spamming the index of a search engine (sometimes called spamdexing or spamexing). 3
  • 4. Why link farming in Twitter? ⚫Twitter has become a Web within the Web - Vast amounts of information and real-time news - Twitter search becoming more and more common - Search engines rank users by follower-rank, Pagerank to decide whose tweets to return as search results - High indegree (#followers) seen as a metric of influence - Klout score influenced by Twitter indegree ⚫Link farming in Twitter - Spammers follow other users and attempt to get them to follow back (Reciprocity)
  • 5. Link farming in Web & Twitter similar? ⚫Motivation is similar -Higher indegree will give better ranks in search results ⚫Who engages in link farming? -Web – spammers -Twitter – spammers + many legitimate, popular users !!! ⚫Additional factors in Twitter -‘Following back’ considered a social etiquette
  • 6. Spam in Twitter ⚫ “five spam campaigns controlling 145 thousand accounts combined are able to persist for months at a time, with each campaign enacting a unique spamming strategy.” 7
  • 7. Spam in Twitter ⚫ “We find that 8% of 25 million URLs posted to the site point to phishing, malware, and scams listed on popular blacklists.” ⚫ “We find that Twitter is a highly successful platform for coercing users to visit spam pages, with a clickthrough rate of 0.13%, compared to much lower rates previously reported for email spam” 8
  • 8. Spam in Twitter ⚫ “finding that 16% of active accounts exhibit a high degree of automation.” ⚫ “find that 11% of accounts that appear to publish exclusively through the browser are in fact automated accounts that spoof the source of the updates.” 9
  • 9. Dataset ⚫Complete snapshot of Twitter, 2009 ⚫54 million users, 1.9 billion links! Largest dataset! 10
  • 11. Spammers ⚫379,340 accounts has been suspended in the interval, Aug 09 – Feb 11 -Spam-activity or long inactivity ⚫41,352 suspended accounts posted at least one blacklisted URL shortened by bitly, tinyurl 12
  • 12. Spammers ⚫# of spam-targets, spam-followers, their overlap ⚫82% of spam followers overlap with the spam-targets 13
  • 13. Spammers ⚫# of spammers who rank within the top K according to pagerank 14
  • 14. Spammers ⚫# of spammers who rank within the top K according to pagerank ⚫7 spammers rank within 10,000, 304 within 100,000 and 2,131 within 1million 15