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Institute for Web Science & Technologies



      Bad News Travel Fast:
A Content-based Analysis of
  Interestingness on Twitter

Nasir Naveed, Thomas Gottron, Jérôme Kunegis & Arifah Che Alhadi

                  University of Koblenz–Landau

                   WebSci 2011, Koblenz
Microblogging – Twitter

 UK beer mag declares
    "the end of beer


                                                                                      ?
   writing." not so in
         the US?
  http://bit.ly/424HRQ
          #beer




                                          follow




WebSci 2011         A Content-based Analysis of Interestingness on Twitter   2 / 15
tf-idf Does Not Work



  Rank Username    Tweet
   1 LoriAG        beer
   2 Crushdwinebar beer!!

     3   Skippertaylor      BEER
     4   BigMacScola        Beer
     5   VANiamore          beer.......
     6   CindyMcManis       To beer or not to beer on Beer Summit ?
     7   silverlakewine     beer beer beer beer beer beer beer. Simple
                            3pm
     8   eldoradobar        http://ping.fm/p/Bnra7 - In!!! BEER, BEER,
                            BEER, BEER, BEER, BEER, BEER, BEER, BEER,
                            BEER,
     9   tonx               Lompoc. beer beer beer beer beer beer beer
                            beer beer beer. http://twitpic.com/l68ld
    10 punkeyfunky          Beer beer beer beer beer beer beer beer beer
                            beer beer beer beer. Er, guess what I'm
                            looking forward to?
WebSci 2011        A Content-based Analysis of Interestingness on Twitter   3 / 15
Retweets


                                                                                    RT @alice
 UK beer mag declares                                                        UK beer mag declares
    "the end of beer
   writing." not so in
                                     retweet                                    "the end of beer
                                                                               writing." not so in
         the US?                                                                     the US?
  http://bit.ly/424HRQ                                                        http://bit.ly/424HRQ
          #beer                                                                       #beer




                                     follow




WebSci 2011         A Content-based Analysis of Interestingness on Twitter         4 / 15
Unretweeted Tweets



 UK beer mag declares
    "the end of beer
   writing." not so in
         the US?
  http://bit.ly/424HRQ
          #beer


                                                                  :-O




WebSci 2011         A Content-based Analysis of Interestingness on Twitter   5 / 15
Tweet Content

Facets/aspects of quality:


        Question: Which is the best Online RSS Reader? I need some
        recommendations, cheers everyone :)
              Purpose (interaction, news propagation, etc.)

        My kitten is pretending to be a laptop
              Presentation (humor, irony, etc.)

        im on the phone rite now
              Language (writing style)

        Interesting timeline of major events in the history of beer
        http://tinyurl.com/ya7rcqt
              Interestingness


WebSci 2011           A Content-based Analysis of Interestingness on Twitter   6 / 15
Interestingness

                      Feature                    Dimensions                       Type
                                             Direct message                     Boolean
                                             Username                           Boolean
              Message feature
                                             Hashtag                            Boolean
                                             URL                                Boolean
                                             Valence                            Real
              Sentiment                      Arousal                            Real
                                             Dominance                          Real
                                             :-) :-D                            Boolean
              Emoticons
                                             :-(                                Boolean
                                             Positive                           Boolean
              Terms
                                             Negative                           Boolean
                                             !                                  Boolean
              Punctuation
                                             ?                                  Boolean
              Terms                          Odds                               Real (pos)
              LDA                            100 Topics                         Real (pos)


WebSci 2011            A Content-based Analysis of Interestingness on Twitter         7 / 15
Retweets – Datasets


               Dataset                    Users              Tweets    Retweets
        Choudhury                          118,506           9,998,756     7.89%
        Choudhury (extended)               277,666          29,000,000     8.64%
        Petrović                         4,050,944          21,477,484     8.46%



   M. D. Choudhury, Y.-R. Lin, H. Sundaram, K. S. Candan, L. Xie, and A. Kelliher.
   How does the data sampling strategy impact the discovery of information
   diffusion in social media?
   In Proc. Conf. on Weblogs and Social Media, pages 34–41, 2010.


   S. Petrović , M. Osborne, and V. Lavrenko.
   The Edinburgh Twitter corpus.
   In Proc. Workshop on Computational Linguistics in a World of Social Media,
   pages 25–26, 2010.



WebSci 2011         A Content-based Analysis of Interestingness on Twitter   8 / 15
Retweets

                                             Sign of quality
                                             Interesting for wider audience
                                             Depends on content
                                             Social network
                                                    ●
                                                        Number of followers
                                                    ●
                                                        Activity of followers
                                             Content based retweet
                                             prediction


                                                        Odds of retweet as
                                                          sign of quality

WebSci 2011   A Content-based Analysis of Interestingness on Twitter   9 / 15
Feature Weights – Logistic Regression

                          Feature                          Dimensions Weight
              Constant                                   (intercept)      −5.45
                                                         Direct message −147.89
                                                         Username        146.82
              Message feature
                                                         Hashtag          42.27
                                                         URL             249.09
                                                         Valence         −26.88
              Sentiment                                  Arousal          33.97
                                                         Dominance        19.56
                                                         :-) :-D          −21.8
              Emoticons
                                                         :-(               9.94
                                                         Positive         13.66
              Exclamation
                                                         Negative          8.72
                                                         !               −16.85
              Punctuation
                                                         ?                23.67
              Terms                                      Odds             19.79



WebSci 2011           A Content-based Analysis of Interestingness on Twitter   10 / 15
Examples


 Likely to be retweeted:
         UK beer mag declares "the end of beer writing." I hate this
           UK beer mag declares "the end of beer writing." FAIL
            UK beer mag declares "the end of beer writing." :-(
          UK beer mag declares "the end of beer writing." Really?



 Unlikely to be retweeted:
         @bob UK beer mag declares "the end of beer writing."
 I'm so happy that the UK beer mag declares "the end of beer writing."
          UK beer mag declares "the end of beer writing." :-D
           UK beer mag declares "the end of beer writing." !!!



WebSci 2011        A Content-based Analysis of Interestingness on Twitter   11 / 15
Feature Weights – LDA Topics




                                 Topic                                         Weight
social media market post site web tool traffic network                              +27.54
follow thank twitter welcome hello check nice cool people                           +16.08
credit money market business rate economy home                                      +15.25
christmas shop tree xmas present today wrap finish                                   +2.87
home work hour long wait airport week flight head                                   −14.43
twitter update facebook account page set squidoo check                              −14.43
cold snow warm today degree weather winter morning                                  −26.56
night sleep work morning time bed feel tired home                                   −75.19




WebSci 2011      A Content-based Analysis of Interestingness on Twitter   12 / 15
Evaluation: ROC curves




WebSci 2011   A Content-based Analysis of Interestingness on Twitter   13 / 15
Application: Tweet retrieval

Rerank top-100 according to retweet-odds
   Rank Username              Tweet
    1   BeeracrossTX          UK beer mag declares "the end of beer writing." @StanHieronymus says
                              not so in the US. http://bit.ly/424HRQ #beer

     2   narmmusic            beer summit @bspward @jhinderaker no one had billy beer? heehee
                              #narm - beer summit @bspward @jhinde http://tinyurl.com/n29oxj

     3   beeriety             Go green and turn those empty beer bottles into recycled beer glasses! |
                              http://bit.ly/2src7F #beer #recycle (via: @td333)
     4   hblackmon            Great Divide beer dinner @ Porter Beer Bar on 8/19 - $45 for 3 courses +
                              beer pairings. http://trunc.it/172wt
     5   nycraftbeer          Interesting Concept-Beer Petitions.com launches&hopes 2help craft beer
                              drinkers enjoy beer they want @their fave pubs. http://bit.ly/11gJQN

     6   carichardson         Beer Cheddar Soup: Dish number two in my famed beer dinner series is
                              Beer Cheddar Soup.  I hadn’t had too.. http://bit.ly/1diDdF

     7   BeerBrewing          New York City Beer Events - Beer Tasting - New York Beer Festivals - New
                              York Craft Beer http://is.gd/39kXj #beer
     8   delphiforums         Love beer? Our member is trying to build up a new beer drinker's forum.
                              Grab a #beer and join us: http://tr.im/pD1n
     9   Jamie_Mason          #Baltimore Beer Week continues w/ a beer brkfst, beer pioneers
                              luncheon, drink & donate event, beer tastings & more.
                              http://ping.fm/VyTwg
    10   carichardson         Seattle and Beer: I went to Seattle last weekend.  It was my
                              friend’s stag - he likes beer - we drank beer..
                              http://tinyurl.com/cpb4n9

WebSci 2011             A Content-based Analysis of Interestingness on Twitter         14 / 15
Summary

●   Interestingness as a sign of quality
●   Beats tf-idf on retweet prediction
●   Use hashtags, URLs, ask questions and be negative!




              @nnaveed         @tgottron            @kunegis            @arifah77




                      #ThankYou
WebSci 2011        A Content-based Analysis of Interestingness on Twitter       15 / 15

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Bad News Travel Fast: A Content-based Analysis of Interestingness on Twitter

  • 1. Institute for Web Science & Technologies Bad News Travel Fast: A Content-based Analysis of Interestingness on Twitter Nasir Naveed, Thomas Gottron, Jérôme Kunegis & Arifah Che Alhadi University of Koblenz–Landau WebSci 2011, Koblenz
  • 2. Microblogging – Twitter UK beer mag declares "the end of beer ? writing." not so in the US? http://bit.ly/424HRQ #beer follow WebSci 2011 A Content-based Analysis of Interestingness on Twitter 2 / 15
  • 3. tf-idf Does Not Work Rank Username Tweet 1 LoriAG beer 2 Crushdwinebar beer!! 3 Skippertaylor BEER 4 BigMacScola Beer 5 VANiamore beer....... 6 CindyMcManis To beer or not to beer on Beer Summit ? 7 silverlakewine beer beer beer beer beer beer beer. Simple 3pm 8 eldoradobar http://ping.fm/p/Bnra7 - In!!! BEER, BEER, BEER, BEER, BEER, BEER, BEER, BEER, BEER, BEER, 9 tonx Lompoc. beer beer beer beer beer beer beer beer beer beer. http://twitpic.com/l68ld 10 punkeyfunky Beer beer beer beer beer beer beer beer beer beer beer beer beer. Er, guess what I'm looking forward to? WebSci 2011 A Content-based Analysis of Interestingness on Twitter 3 / 15
  • 4. Retweets RT @alice UK beer mag declares UK beer mag declares "the end of beer writing." not so in retweet "the end of beer writing." not so in the US? the US? http://bit.ly/424HRQ http://bit.ly/424HRQ #beer #beer follow WebSci 2011 A Content-based Analysis of Interestingness on Twitter 4 / 15
  • 5. Unretweeted Tweets UK beer mag declares "the end of beer writing." not so in the US? http://bit.ly/424HRQ #beer :-O WebSci 2011 A Content-based Analysis of Interestingness on Twitter 5 / 15
  • 6. Tweet Content Facets/aspects of quality: Question: Which is the best Online RSS Reader? I need some recommendations, cheers everyone :) Purpose (interaction, news propagation, etc.) My kitten is pretending to be a laptop Presentation (humor, irony, etc.) im on the phone rite now Language (writing style) Interesting timeline of major events in the history of beer http://tinyurl.com/ya7rcqt Interestingness WebSci 2011 A Content-based Analysis of Interestingness on Twitter 6 / 15
  • 7. Interestingness Feature Dimensions Type Direct message Boolean Username Boolean Message feature Hashtag Boolean URL Boolean Valence Real Sentiment Arousal Real Dominance Real :-) :-D Boolean Emoticons :-( Boolean Positive Boolean Terms Negative Boolean ! Boolean Punctuation ? Boolean Terms Odds Real (pos) LDA 100 Topics Real (pos) WebSci 2011 A Content-based Analysis of Interestingness on Twitter 7 / 15
  • 8. Retweets – Datasets Dataset Users Tweets Retweets Choudhury 118,506 9,998,756 7.89% Choudhury (extended) 277,666 29,000,000 8.64% Petrović 4,050,944 21,477,484 8.46% M. D. Choudhury, Y.-R. Lin, H. Sundaram, K. S. Candan, L. Xie, and A. Kelliher. How does the data sampling strategy impact the discovery of information diffusion in social media? In Proc. Conf. on Weblogs and Social Media, pages 34–41, 2010. S. Petrović , M. Osborne, and V. Lavrenko. The Edinburgh Twitter corpus. In Proc. Workshop on Computational Linguistics in a World of Social Media, pages 25–26, 2010. WebSci 2011 A Content-based Analysis of Interestingness on Twitter 8 / 15
  • 9. Retweets Sign of quality Interesting for wider audience Depends on content Social network ● Number of followers ● Activity of followers Content based retweet prediction Odds of retweet as sign of quality WebSci 2011 A Content-based Analysis of Interestingness on Twitter 9 / 15
  • 10. Feature Weights – Logistic Regression Feature Dimensions Weight Constant (intercept) −5.45 Direct message −147.89 Username 146.82 Message feature Hashtag 42.27 URL 249.09 Valence −26.88 Sentiment Arousal 33.97 Dominance 19.56 :-) :-D −21.8 Emoticons :-( 9.94 Positive 13.66 Exclamation Negative 8.72 ! −16.85 Punctuation ? 23.67 Terms Odds 19.79 WebSci 2011 A Content-based Analysis of Interestingness on Twitter 10 / 15
  • 11. Examples Likely to be retweeted: UK beer mag declares "the end of beer writing." I hate this UK beer mag declares "the end of beer writing." FAIL UK beer mag declares "the end of beer writing." :-( UK beer mag declares "the end of beer writing." Really? Unlikely to be retweeted: @bob UK beer mag declares "the end of beer writing." I'm so happy that the UK beer mag declares "the end of beer writing." UK beer mag declares "the end of beer writing." :-D UK beer mag declares "the end of beer writing." !!! WebSci 2011 A Content-based Analysis of Interestingness on Twitter 11 / 15
  • 12. Feature Weights – LDA Topics Topic Weight social media market post site web tool traffic network +27.54 follow thank twitter welcome hello check nice cool people +16.08 credit money market business rate economy home +15.25 christmas shop tree xmas present today wrap finish +2.87 home work hour long wait airport week flight head −14.43 twitter update facebook account page set squidoo check −14.43 cold snow warm today degree weather winter morning −26.56 night sleep work morning time bed feel tired home −75.19 WebSci 2011 A Content-based Analysis of Interestingness on Twitter 12 / 15
  • 13. Evaluation: ROC curves WebSci 2011 A Content-based Analysis of Interestingness on Twitter 13 / 15
  • 14. Application: Tweet retrieval Rerank top-100 according to retweet-odds Rank Username Tweet 1 BeeracrossTX UK beer mag declares "the end of beer writing." @StanHieronymus says not so in the US. http://bit.ly/424HRQ #beer 2 narmmusic beer summit @bspward @jhinderaker no one had billy beer? heehee #narm - beer summit @bspward @jhinde http://tinyurl.com/n29oxj 3 beeriety Go green and turn those empty beer bottles into recycled beer glasses! | http://bit.ly/2src7F #beer #recycle (via: @td333) 4 hblackmon Great Divide beer dinner @ Porter Beer Bar on 8/19 - $45 for 3 courses + beer pairings. http://trunc.it/172wt 5 nycraftbeer Interesting Concept-Beer Petitions.com launches&hopes 2help craft beer drinkers enjoy beer they want @their fave pubs. http://bit.ly/11gJQN 6 carichardson Beer Cheddar Soup: Dish number two in my famed beer dinner series is Beer Cheddar Soup.  I hadn’t had too.. http://bit.ly/1diDdF 7 BeerBrewing New York City Beer Events - Beer Tasting - New York Beer Festivals - New York Craft Beer http://is.gd/39kXj #beer 8 delphiforums Love beer? Our member is trying to build up a new beer drinker's forum. Grab a #beer and join us: http://tr.im/pD1n 9 Jamie_Mason #Baltimore Beer Week continues w/ a beer brkfst, beer pioneers luncheon, drink & donate event, beer tastings & more. http://ping.fm/VyTwg 10 carichardson Seattle and Beer: I went to Seattle last weekend.  It was my friend’s stag - he likes beer - we drank beer.. http://tinyurl.com/cpb4n9 WebSci 2011 A Content-based Analysis of Interestingness on Twitter 14 / 15
  • 15. Summary ● Interestingness as a sign of quality ● Beats tf-idf on retweet prediction ● Use hashtags, URLs, ask questions and be negative! @nnaveed @tgottron @kunegis @arifah77 #ThankYou WebSci 2011 A Content-based Analysis of Interestingness on Twitter 15 / 15