The complexity of social media response: Statistical evidence for one-dimensional engagement signal in Twitter

Damian Konrad Kowalczyk, Lars Kai Hansen

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

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Abstract

Many years after online social networks exceeded our collective attention, social influence is still built on attention capital. Quality is not a prerequisite for viral spreading, yet large diffusion cascades remain the hallmark of a social influencer. Consequently, our exposure to low-quality content and questionable influence is expected to increase. Since the conception of influence maximization frameworks, multiple content performance metrics became available, albeit raising the complexity of influence analysis. In this paper, we examine and consolidate a diverse set of content engagement metrics. The correlations discovered lead us to propose a new, more holistic, one-dimensional engagement signal. We then show it is more predictable than any individual influence predictors previously investigated. Our proposed model achieves strong engagement ranking performance and is the first to explain half of the variance with features available early. We share the detailed numerical workflow to compute the new compound engagement signal. The model is immediately applicable to social media monitoring, influencer identification, campaign engagement forecasting, and curating user feeds.

Original languageEnglish
Title of host publicationProceedings of the 12th International Conference on Agents and Artificial Intelligence
EditorsAna Rocha, Luc Steels, Jaap van den Herik
Volume2
PublisherSCITEPRESS Digital Library
Publication date1 Jan 2020
Pages918-925
ISBN (Electronic)9789897583957
DOIs
Publication statusPublished - 1 Jan 2020
Event12th International Conference on Agents and Artificial Intelligence - Grand Hotel Excelsior, Valletta, Malta
Duration: 22 Feb 202024 Feb 2020

Conference

Conference12th International Conference on Agents and Artificial Intelligence
LocationGrand Hotel Excelsior
Country/TerritoryMalta
CityValletta
Period22/02/202024/02/2020
SponsorInstitute for Systems and Technologies of Information, Control and Communication

Keywords

  • Engagement
  • Influence
  • Popularity
  • Social
  • Twitter
  • Virality

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