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Understanding Cross-site Linking in
Online Social Networks
Yang Chen1, Chenfan Zhuang2, Qiang Cao1, Pan Hui3
1Duke University
2Tsinghua University
3Hong Kong University of Science and Technology
Motivation
• A number of OSN sites with different functionality
• It is quite common for an individual user to have
multiple accounts on different OSN sites.
– How to efficiently manage accounts on different OSNs?
2
Interact with friends Share breaking news
Job search Location-centric social interactions
The Cross-site Linking Function
The cross-site linking function allows a user to link her account on
one OSN site to her accounts on other OSN sites
3
Cross-site Linking: Advantages
• Make cross-site content posting easy
– Help Foursquare users automatically post tips to Facebook and Twitter
• Avoid repeated efforts in social connection
establishment
– Import the contact list from other OSNs
• Provide more information of a user
– Visit the linked profiles on other OSNs
4
Why Foursquare?
• A representative LBSN service, one of the
most popular OSN sites
– Foursquare app: customized discovery and
recommendation engine
– Swarm app: real-time location sharing with friends
• Supports the cross-site linking function
– A user can link his profile to Facebook/Twitter
• Every Foursquare user has a public profile
page (http://foursquare.com/user/ID/)
5
Data Collection
• Goal: analyze the entire Foursquare user base
– To avoid the disadvantages of biased sampling
• Challenge: IP-based rate limiting
– Crowd crawling:100 crawlers around the United
States, each crawls one chunk of IDs
• Data
– Collected between Jul. 22th, 2014 and Jul. 29th, 2014
– Public profiles of 51.15 million Foursquare users
• Almost all (if not all) Foursquare users
6
ID Gender Tips Checkins Friends Facebook Twitter …
123 male 5 28 10 15576473 eric_c …
Linking Options
Twitter Facebook Linking Option Percentage
Yes No TW only 3.82%
No Yes FB only 44.19%
Yes Yes FB+TW 11.96%
No No Neither 40.03%
• About 60% Foursquare users have enabled the cross-site
linking function
• 56.15% users have added their Facebook accounts
• 15.78% users have added their Twitter accounts
The cross-site linking function is widely used among Foursquare users
7
Percentage Distribution of Linking Options
Group-based Analysis: Gender
Very little difference between male users and female users in
terms of the distribution of linking options
Gender options:
 51.52% Male
 42.92% Female
 5.56% Rather not say
8
Group-based Analysis: Country
Top four countries:
 USA (27.61%)
 Turkey (9.49%)
 Indonesia (8.17%)
 Brazil (7.04%)
9
Country BRA IDN TUR USA
Percentage 82.25% 50.51% 80.33% 50.33%
Percentage of users that have enabled cross-site linking
Group-based Analysis: Activity
• Two factors: social connections and location-
centric activities (leaving tips, check-ins)
# of Friends # of Checkins and Tips Group Percentage
=0 =0 Zombies 28.23%
=0 >0 Loners 9.50%
>0 =0 Watchers 14.02%
>0 >0 Ordinary users 48.25%
10
Group-based Analysis: Activity (cont.)
 Most zombies/loners have not enabled cross-site linking, as they are socially isolated.
 Watchers v.s. Orindary users
 Watchers are less motivated to link to Twitter, as they don’t publish
 73% watchers and 71% ordinary users have linked to Facebook (users from both
groups are connected with other Foursquare users)
11
Behavioral Difference among Users with
Different Linking Options
• Users who have enabled the cross-site linking function are more “active”
– Cross-site linking will deliver published contents to more prospective audience
• “TW only” > “FB only”
– Publicly viewable tweets can be quickly spread through the Twitter network
– FB user status is only visible to friends by default (fewer possible audiences)
12
User Privacy Concerns & Cross-site Linking
Profile
Picture
Gender Residential
Location
Last Name Biography
Enabled (%) 66.99% 94.44% 91.68% 94.61% 3.29%
Disabled (%) 33.01% 5.56% 8.32% 5.39% 96.71%
In Foursquare, users can customize their profiles according to privacy concerns (a
user can choose whether to enable an optional field)
13
Alice’s Foursquare Profile
Alice’s Facebook Profile
Alice’s Twitter Profile
More
information
about Alice!!
Intuitively, cross-site linking might cause concerns for users
who care a lot about their privacy.
User Privacy Concerns & Cross-site Linking (cont.)
 Whether or not uploading personalized profile photo is an indicator for the
adoption of cross-site linking
 Enabling any of the five optional field indicates a higher probability of using
the cross-site linking function
14
Cross-site Information Consistency
First Name Last Name Gender
Percentage of users who have entered
identical information in a selected filed
89.84% 87.02% 99.30%
Cross-site Information Consistency (“Foursquare-Facebook”)
Users have a high probability to manifest cross-site information consistency
15
A user might choose to expose the same or different personal
information on different sites
Cross-site Information Aggregation
User
Info
Foursquare Twitter
ID Gender Tips … ID Tweets Lists …
USER A 1 m 10 … 1982 100 17 …
USER B 2 f 20 … 34 5 0 …
USER C 5 f 0 … 19903 20 1 …
USER D 9 m 7 … 563122 7 4 …
… … … … … … … … …
• Aggregate the information of the same user from different
OSN sites (learn more about a user)
• Applications: friend suggestion, point-of-interest
recommendation, personalized advertising, …
• Example: gender-based analysis of Twitter
16
Gender-based Analysis of Twitter
17
Female users publish more tweets Male users are involved in more lists
Gender-based Analysis of Twitter (cont.)
URL Description Location
Male 32.07% 62.82% 56.87%
Female 25.02% 64.73% 57.35%
The Use of Optional Fields (%)
 Male users have a higher probability to add a URL
 Both male and female users have a nearly 63%
probability of adding a description, and a nearly 57%
probability to add the location information.
18
Related Work
• Cross-OSN linking papers
– Ottoni et al. [ICWSM 2014]: Pinterest-Twitter linking
– Chen et al. [WOSN 2012]: Google+
– Both of them used biased sampling methods, while our study is
based on the entire Foursquare user population
• Wang et al. [IEEE Internet Computing, 2014] compared a series of
user activities across Foursquare, Facebook, and Twitter
– We focus on the cross-site linking function
• Goga et al. [WWW 2013], Liu et al. [SIGMOD 2014] investigated
how to identify accounts on different OSNs that all are
owned by the same user
– Useful for the OSN sites which do not support the cross-site
linking function
19
Conclusion
• About 60% of Foursquare users have enabled the cross-
site linking function, and these users are more active
than other users
• Adding contents to an optional field indicates a higher
probability of activating the cross-site linking function
• If a Foursquare user has linked his account to
Facebook, he will have a high chance to provide
consistent information to both Foursquare and
Facebook
• The use of cross-site information aggregation helps us
investigate the gender difference in using Twitter
20
Future Work
• Investigate cross-site links among more
mainstream OSN sites
– Discover general patterns to characterize cross-OSN
links
• A volunteer-based study
– Access the non-publicly viewable data (e.g.: check-in
history)  a deeper investigation into cross-site
information aggregation
• Build practical services/applications based on
cross-site links
– Malicious account detection
21

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Understanding Cross-site Linking in Online Social Networks

  • 1. Understanding Cross-site Linking in Online Social Networks Yang Chen1, Chenfan Zhuang2, Qiang Cao1, Pan Hui3 1Duke University 2Tsinghua University 3Hong Kong University of Science and Technology
  • 2. Motivation • A number of OSN sites with different functionality • It is quite common for an individual user to have multiple accounts on different OSN sites. – How to efficiently manage accounts on different OSNs? 2 Interact with friends Share breaking news Job search Location-centric social interactions
  • 3. The Cross-site Linking Function The cross-site linking function allows a user to link her account on one OSN site to her accounts on other OSN sites 3
  • 4. Cross-site Linking: Advantages • Make cross-site content posting easy – Help Foursquare users automatically post tips to Facebook and Twitter • Avoid repeated efforts in social connection establishment – Import the contact list from other OSNs • Provide more information of a user – Visit the linked profiles on other OSNs 4
  • 5. Why Foursquare? • A representative LBSN service, one of the most popular OSN sites – Foursquare app: customized discovery and recommendation engine – Swarm app: real-time location sharing with friends • Supports the cross-site linking function – A user can link his profile to Facebook/Twitter • Every Foursquare user has a public profile page (http://foursquare.com/user/ID/) 5
  • 6. Data Collection • Goal: analyze the entire Foursquare user base – To avoid the disadvantages of biased sampling • Challenge: IP-based rate limiting – Crowd crawling:100 crawlers around the United States, each crawls one chunk of IDs • Data – Collected between Jul. 22th, 2014 and Jul. 29th, 2014 – Public profiles of 51.15 million Foursquare users • Almost all (if not all) Foursquare users 6 ID Gender Tips Checkins Friends Facebook Twitter … 123 male 5 28 10 15576473 eric_c …
  • 7. Linking Options Twitter Facebook Linking Option Percentage Yes No TW only 3.82% No Yes FB only 44.19% Yes Yes FB+TW 11.96% No No Neither 40.03% • About 60% Foursquare users have enabled the cross-site linking function • 56.15% users have added their Facebook accounts • 15.78% users have added their Twitter accounts The cross-site linking function is widely used among Foursquare users 7 Percentage Distribution of Linking Options
  • 8. Group-based Analysis: Gender Very little difference between male users and female users in terms of the distribution of linking options Gender options:  51.52% Male  42.92% Female  5.56% Rather not say 8
  • 9. Group-based Analysis: Country Top four countries:  USA (27.61%)  Turkey (9.49%)  Indonesia (8.17%)  Brazil (7.04%) 9 Country BRA IDN TUR USA Percentage 82.25% 50.51% 80.33% 50.33% Percentage of users that have enabled cross-site linking
  • 10. Group-based Analysis: Activity • Two factors: social connections and location- centric activities (leaving tips, check-ins) # of Friends # of Checkins and Tips Group Percentage =0 =0 Zombies 28.23% =0 >0 Loners 9.50% >0 =0 Watchers 14.02% >0 >0 Ordinary users 48.25% 10
  • 11. Group-based Analysis: Activity (cont.)  Most zombies/loners have not enabled cross-site linking, as they are socially isolated.  Watchers v.s. Orindary users  Watchers are less motivated to link to Twitter, as they don’t publish  73% watchers and 71% ordinary users have linked to Facebook (users from both groups are connected with other Foursquare users) 11
  • 12. Behavioral Difference among Users with Different Linking Options • Users who have enabled the cross-site linking function are more “active” – Cross-site linking will deliver published contents to more prospective audience • “TW only” > “FB only” – Publicly viewable tweets can be quickly spread through the Twitter network – FB user status is only visible to friends by default (fewer possible audiences) 12
  • 13. User Privacy Concerns & Cross-site Linking Profile Picture Gender Residential Location Last Name Biography Enabled (%) 66.99% 94.44% 91.68% 94.61% 3.29% Disabled (%) 33.01% 5.56% 8.32% 5.39% 96.71% In Foursquare, users can customize their profiles according to privacy concerns (a user can choose whether to enable an optional field) 13 Alice’s Foursquare Profile Alice’s Facebook Profile Alice’s Twitter Profile More information about Alice!! Intuitively, cross-site linking might cause concerns for users who care a lot about their privacy.
  • 14. User Privacy Concerns & Cross-site Linking (cont.)  Whether or not uploading personalized profile photo is an indicator for the adoption of cross-site linking  Enabling any of the five optional field indicates a higher probability of using the cross-site linking function 14
  • 15. Cross-site Information Consistency First Name Last Name Gender Percentage of users who have entered identical information in a selected filed 89.84% 87.02% 99.30% Cross-site Information Consistency (“Foursquare-Facebook”) Users have a high probability to manifest cross-site information consistency 15 A user might choose to expose the same or different personal information on different sites
  • 16. Cross-site Information Aggregation User Info Foursquare Twitter ID Gender Tips … ID Tweets Lists … USER A 1 m 10 … 1982 100 17 … USER B 2 f 20 … 34 5 0 … USER C 5 f 0 … 19903 20 1 … USER D 9 m 7 … 563122 7 4 … … … … … … … … … … • Aggregate the information of the same user from different OSN sites (learn more about a user) • Applications: friend suggestion, point-of-interest recommendation, personalized advertising, … • Example: gender-based analysis of Twitter 16
  • 17. Gender-based Analysis of Twitter 17 Female users publish more tweets Male users are involved in more lists
  • 18. Gender-based Analysis of Twitter (cont.) URL Description Location Male 32.07% 62.82% 56.87% Female 25.02% 64.73% 57.35% The Use of Optional Fields (%)  Male users have a higher probability to add a URL  Both male and female users have a nearly 63% probability of adding a description, and a nearly 57% probability to add the location information. 18
  • 19. Related Work • Cross-OSN linking papers – Ottoni et al. [ICWSM 2014]: Pinterest-Twitter linking – Chen et al. [WOSN 2012]: Google+ – Both of them used biased sampling methods, while our study is based on the entire Foursquare user population • Wang et al. [IEEE Internet Computing, 2014] compared a series of user activities across Foursquare, Facebook, and Twitter – We focus on the cross-site linking function • Goga et al. [WWW 2013], Liu et al. [SIGMOD 2014] investigated how to identify accounts on different OSNs that all are owned by the same user – Useful for the OSN sites which do not support the cross-site linking function 19
  • 20. Conclusion • About 60% of Foursquare users have enabled the cross- site linking function, and these users are more active than other users • Adding contents to an optional field indicates a higher probability of activating the cross-site linking function • If a Foursquare user has linked his account to Facebook, he will have a high chance to provide consistent information to both Foursquare and Facebook • The use of cross-site information aggregation helps us investigate the gender difference in using Twitter 20
  • 21. Future Work • Investigate cross-site links among more mainstream OSN sites – Discover general patterns to characterize cross-OSN links • A volunteer-based study – Access the non-publicly viewable data (e.g.: check-in history)  a deeper investigation into cross-site information aggregation • Build practical services/applications based on cross-site links – Malicious account detection 21

Editor's Notes

  1. Let’s do a quick review of the related work. There are some cross-site linking papers, studying the Pinterest-Twitter linking, and the links between Google+ and other OSNs. Both of them used biased sampling methods. Differently, our study is based on the entire Foursquare user base, and we avoid the disadvantages of the biased sampling. Also, Wang et al. compared a series of user activities, and we focus on the cross-site linking function. Also, some researchers have investigated how to identify accounts on different OSNs that all are owned by the same user. Their methods are useful for OSN sites which do not support the cross-site linking function.