Models for the processes by which ideas and influence propagate through a social network have been studied in a number of domains, including the diffusion of medical and technological innovations, the sudden and widespread adoption of various strategies in game-theoretic settings, and the effects of "word of mouth" in the promotion of new products. Recently, motivated by the design of viral marketing strategies, Domingos and Richardson posed a fundamental algorithmic problem for such social network processes: if we can try to convince a subset of individuals to adopt a new product or innovation, and the goal is to trigger a large cascade of further adoptions, which set of individuals should we target?We consider this problem in several of the most widely studied models in social network analysis. The optimization problem of selecting the most influential nodes is NP-hard here, and we provide the first provable approximation guarantees for efficient algorithms. Using an analysis framework based on submodular functions, we show that a natural greedy strategy obtains a solution that is provably within 63% of optimal for several classes of models; our framework suggests a general approach for reasoning about the performance guarantees of algorithms for these types of influence problems in social networks.We also provide computational experiments on large collaboration networks, showing that in addition to their provable guarantees, our approximation algorithms significantly out-perform node-selection heuristics based on the well-studied notions of degree centrality and distance centrality from the field of social networks.

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Maximizing the Spread of Influence through a Social Network

This paper studies the problem of embedding very large information networks into low-dimensional vector spaces, which is useful in many tasks such as visualization, node classification, and link prediction. Most existing graph embedding methods do not scale for real world information networks which usually contain millions of nodes. In this paper, we propose a novel network embedding method called the ``LINE,'' which is suitable for arbitrary types of information networks: undirected, directed, and/or weighted. The method optimizes a carefully designed objective function that preserves both the local and global network structures. An edge-sampling algorithm is proposed that addresses the limitation of the classical stochastic gradient descent and improves both the effectiveness and the efficiency of the inference. Empirical experiments prove the effectiveness of the LINE on a variety of real-world information networks, including language networks, social networks, and citation networks. The algorithm is very efficient, which is able to learn the embedding of a network with millions of vertices and billions of edges in a few hours on a typical single machine. The source code of the LINE is available online\footnote{\url{https://github.com/tangjianpku/LINE}}.

/pdf/line-large-scale-information-network-embedding-nelm7n6nct.pdf

LINE: Large-scale Information Network Embedding

This paper studies the problem of embedding very large information networks into low-dimensional vector spaces, which is useful in many tasks such as visualization, node classification, and link prediction. Most existing graph embedding methods do not scale for real world information networks which usually contain millions of nodes. In this paper, we propose a novel network embedding method called the "LINE," which is suitable for arbitrary types of information networks: undirected, directed, and/or weighted. The method optimizes a carefully designed objective function that preserves both the local and global network structures. An edge-sampling algorithm is proposed that addresses the limitation of the classical stochastic gradient descent and improves both the effectiveness and the efficiency of the inference. Empirical experiments prove the effectiveness of the LINE on a variety of real-world information networks, including language networks, social networks, and citation networks. The algorithm is very efficient, which is able to learn the embedding of a network with millions of vertices and billions of edges in a few hours on a typical single machine. The source code of the LINE is available online.

Many scientific fields study data with an underlying structure that is non-Euclidean. Some examples include social networks in computational social sciences, sensor networks in communications, functional networks in brain imaging, regulatory networks in genetics, and meshed surfaces in computer graphics. In many applications, such geometric data are large and complex (in the case of social networks, on the scale of billions) and are natural targets for machine-learning techniques. In particular, we would like to use deep neural networks, which have recently proven to be powerful tools for a broad range of problems from computer vision, natural-language processing, and audio analysis. However, these tools have been most successful on data with an underlying Euclidean or grid-like structure and in cases where the invariances of these structures are built into networks used to model them.

Geometric Deep Learning: Going beyond Euclidean data

Human mobility is known to be distributed across several orders of magnitude of physical distances , which makes it generally difficult to endogenously find or define typical and meaningful scales. Relevant analyses, from movements to geographical partitions, seem to be relative to some ad-hoc scale, or no scale at all. Relying on geotagged data collected from photo-sharing social media, we apply community detection to movement networks constrained by increasing percentiles of the distance distribution. Using a simple parameter-free discontinuity detection algorithm, we discover clear phase transitions in the community partition space. The detection of these phases constitutes the first objective method of characterising endogenous, natural scales of human movement. Our study covers nine regions, ranging from cities to countries of various sizes and a transnational area. For all regions, the number of natural scales is remarkably low (2 or 3). Further, our results hint at scale-related behaviours rather than scale-related users. The partitions of the natural scales allow us to draw discrete multi-scale geographical boundaries, potentially capable of providing key insights in fields such as epidemiology or cultural contagion where the introduction of spatial boundaries is pivotal.

Natural Scales in Geographical Patterns

Even though human movement and mobility patterns have a high degree of freedom and variation, they also exhibit structural patterns due to geographic and social constraints. Using cell phone location data, as well as data from two online location-based social networks, we aim to understand what basic laws govern human motion and dynamics. We find that humans experience a combination of periodic movement that is geographically limited and seemingly random jumps correlated with their social networks. Short-ranged travel is periodic both spatially and temporally and not effected by the social network structure, while long-distance travel is more influenced by social network ties. We show that social relationships can explain about 10% to 30% of all human movement, while periodic behavior explains 50% to 70%. Based on our findings, we develop a model of human mobility that combines periodic short range movements with travel due to the social network structure. We show that our model reliably predicts the locations and dynamics of future human movement and gives an order of magnitude better performance than present models of human mobility.

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Friendship and mobility: user movement in location-based social networks

Power-grid networks must be synchronized in order to function. A condition for the stability of the synchronous state enables identification of network parameters that enhance spontaneous synchronization—heralding the possibility of smart grids that operate optimally in real-world systems.

Spontaneous synchrony in power-grid networks

Social networks play a fundamental role in the diffusion of information. However, there are two different ways of how information reaches a person in a network. Information reaches us through connections in our social networks, as well as through the influence external out-of-network sources, like the mainstream media. While most present models of information adoption in networks assume information only passes from a node to node via the edges of the underlying network, the recent availability of massive online social media data allows us to study this process in more detail.We present a model in which information can reach a node via the links of the social network or through the influence of external sources. We then develop an efficient model parameter fitting technique and apply the model to the emergence of URL mentions in the Twitter network. Using a complete one month trace of Twitter we study how information reaches the nodes of the network. We quantify the external influences over time and describe how these influences affect the information adoption. We discover that the information tends to "jump" across the network, which can only be explained as an effect of an unobservable external influence on the network. We find that only about 71% of the information volume in Twitter can be attributed to network diffusion, and the remaining 29% is due to external events and factors outside the network.

/pdf/information-diffusion-and-external-influence-in-networks-o78ij3vra6.pdf

Information diffusion and external influence in networks

In this paper, we provide a characterization of the topological features of the Twitter follow graph, analyzing properties such as degree distributions, connected components, shortest path lengths, clustering coefficients, and degree assortativity. For each of these properties, we compare and contrast with available data from other social networks. These analyses provide a set of authoritative statistics that the community can reference. In addition, we use these data to investigate an often-posed question: Is Twitter a social network or an information network? The "follow" relationship in Twitter is primarily about information consumption, yet many follows are built on social ties. Not surprisingly, we find that the Twitter follow graph exhibits structural characteristics of both an information network and a social network. Going beyond descriptive characterizations, we hypothesize that from an individual user's perspective, Twitter starts off more like an information network, but evolves to behave more like a social network. We provide preliminary evidence that may serve as a formal model of how a hybrid network like Twitter evolves.

/pdf/information-network-or-social-network-the-structure-of-the-3lsy8pyit4.pdf

Information network or social network?: the structure of the twitter follow graph

In many real-world scenarios, it is nearly impossible to collect explicit social network data. In such cases, whole networks must be inferred from underlying observations. Here, we formulate the problem of inferring latent social networks based on network diffusion or disease propagation data. We consider contagions propagating over the edges of an unobserved social network, where we only observe the times when nodes became infected, but not who infected them. Given such node infection times, we then identify the optimal network that best explains the observed data. We present a maximum likelihood approach based on convex programming with a l1-like penalty term that encourages sparsity. Experiments on real and synthetic data reveal that our method near-perfectly recovers the underlying network structure as well as the parameters of the contagion propagation model. Moreover, our approach scales well as it can infer optimal networks of thousands of nodes in a matter of minutes.

Seth A. Myers

Papers

Friendship and mobility: user movement in location-based social networks

Spontaneous synchrony in power-grid networks

Information diffusion and external influence in networks

Information network or social network?: the structure of the twitter follow graph

On the Convexity of Latent Social Network Inference