CMU SCS Rise and Fall Patterns of Information Diffusion: Model and Implications Yasuko Matsubara (Kyoto University), Yasushi Sakurai (NTT), B. Aditya Prakash (CMU), Lei Li (UCB), Christos Faloutsos (CMU) KDD’12, Beijing China KDD 2012 1 Y. Matsubara et al.
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CMU SCS
Rise and Fall Patterns of Information Diffusion:Model and Implications
Yasuko Matsubara (Kyoto University),
Yasushi Sakurai (NTT), B. Aditya Prakash (CMU),
Lei Li (UCB), Christos Faloutsos (CMU)
KDD’12, Beijing China
KDD 2012 1Y. Matsubara et al.
CMU SCS
• Meme (# of mentions in blogs)– short phrases Sourced from U.S. politics in 2008
2
“you can put lipstick on a pig”
“yes we can”
Rise and fall patterns in social media
C. Faloutsos (CMU)Google, June 2013
CMU SCS
Rise and fall patterns in social media
3
• four classes on YouTube [Crane et al. ’08]• six classes on Meme [Yang et al. ’11]
C. Faloutsos (CMU)Google, June 2013
CMU SCS
Rise and fall patterns in social media
4
• Can we find a unifying model, which includes these patterns?
• four classes on YouTube [Crane et al. ’08]• six classes on Meme [Yang et al. ’11]
C. Faloutsos (CMU)Google, June 2013
CMU SCS
Rise and fall patterns in social media
5
• Answer: YES!
• We can represent all patterns by single model
C. Faloutsos (CMU)Google, June 2013
CMU SCS
6
Main idea - SpikeM- 1. Un-informed bloggers (uninformed about rumor)
- 2. External shock at time nb (e.g, breaking news)
- 3. Infection (word-of-mouth)
Time n=0 Time n=nb
β
C. Faloutsos (CMU)Google, June 2013
Infectiveness of a blog-post at age n:
- Strength of infection (quality of news)
- Decay function
Time n=nb+1
CMU SCS
7
- 1. Un-informed bloggers (uninformed about rumor)
- 2. External shock at time nb (e.g, breaking news)
- 3. Infection (word-of-mouth)
Time n=0 Time n=nb
β
C. Faloutsos (CMU)Google, June 2013
Infectiveness of a blog-post at age n:
- Strength of infection (quality of news)
- Decay function
Time n=nb+1
Main idea - SpikeM
CMU SCS
Google, June 2013 C. Faloutsos (CMU) 8
-1.5 slope
J. G. Oliveira & A.-L. Barabási Human Dynamics: The Correspondence Patterns of Darwin and Einstein. Nature 437, 1251 (2005) . [PDF]
References• Christos Faloutsos, Tamara G. Kolda, Jimeng Sun:
Mining large graphs and streams using matrix and tensor tools. Tutorial, SIGMOD Conference 2007: 1174
Google, June 2013
CMU SCS
References• Yasuko Matsubara, Yasushi Sakurai, B. Aditya
Prakash, Lei Li, Christos Faloutsos, "Rise and Fall Patterns of Information Diffusion: Model and Implications", KDD’12, pp. 6-14, Beijing, China, August 2012