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CUUS2079-07 CUUS2079-Zafarani 978 1 107 01885 3 January 13, 2014 17:17
7
Information Diffusion in Social Media
In February 2013, during the third quarter of Super Bowl XLVII, a power
outage stopped the game for 34 minutes. Oreo, a sandwich cookie company,
tweeted during the outage: “Power out? No Problem, You can still dunk it in
the dark.” The tweet caught on almost immediately, reaching nearly 15,000
retweets and 20,000 likes on Facebook in less than two days. A simple
tweet diffused into a large population of individuals. It helped the company
gain fame with minimum cost in an environment where companies spent as
much as $4 million to run a 30-second ad. This is an example ofinformation
diffusion.
Information diffusion is a field encompassing techniques from a plethora
of sciences. In this chapter, discuss methods from fields such as sociology,
epidemiology, and ethnography, which can help to social media mining.
Our focus is on techniques that can model information diffusion.
Societies provide means for individuals to exchange through various
channels. For instance, people share knowledge with their immediate net-
work (friends) or broadcast it via public media (TV, newspapers, etc.)
throughout the society. Given this flow of information, different research
fields have disparate views of what is an information diffusion process. We
define information diffusion as theprocess by which a piece of information
(knowledge) is spread and reaches individualsthrough interactions. The
diffusion process involves the following three elements:- Sender(s).A sender or a small set of senders initiate the information
diffusion process. - Receiver(s).A receiver or a set of receivers receive diffused infor-
mation. Commonly, the set of receivers is much larger than the set of
senders and can overlap with the set of senders. - Medium.This is the medium through which the diffusion takes
place. For example, when a rumor is spreading, the medium can be
the personal communication between individuals.