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CUUS2079-FM CUUS2079-Zafarani 9781107018853 January14,2014 17:27
SOCIAL MEDIA MINING
Thegrowthofsocialmediaoverthelastdecadehasrevolutionizedtheway
individuals interact and industries conduct business. Individuals produce
dataatanunprecedentedratebyinteracting,sharing,andconsumingcon-
tentthroughsocialmedia.Understandingandprocessingthisnewtypeof
datatogleanactionablepatternspresentschallengesandopportunitiesfor
interdisciplinaryresearch,novelalgorithms,andtooldevelopment.
Social Media Mining integrates social media, social network analysis,
anddataminingtoprovideaconvenientandcoherentplatformforstudents,
practitioners,researchers,andprojectmanagerstounderstandthebasicsand
potentialsofsocialmediamining.Itintroducestheuniqueproblemsarising
fromsocialmediadataandpresentsfundamentalconcepts,emergingissues,
andeffectivealgorithmsfornetworkanalysisanddatamining.
Suitable for use in advanced undergraduate and beginning graduate
courses as well as professional short courses, the text contains exercises
ofdifferentdegreesofdifficultythatimproveunderstandingandhelpapply
concepts, principles, and methods in various scenarios of social media
mining.
RezaZafaraniisaresearchassociateofComputerScienceandEngineering
atArizonaStateUniversity.Heperformsresearchinuserbehavioralmod-
elingandwasamongthefirsttoconductresearchonuseridentificationand
behavioralanalysisacrosssites.
Mohammad Ali Abbasi is a research associate of Computer Science and
EngineeringatArizonaStateUniversity.Hisresearchisfocusedonevaluat-
ingusercredibilityinsocialmediaandusingsocialmediaforhumanitarian
assistanceanddisasterrelief.
HuanLiuisaprofessorofComputerScienceandEngineeringatArizona
State University where he has been recognized for excellence in teaching
and research. His research interests are in data mining, machine learning,
social computing, artificial intelligence, and investigating problems that
ariseinreal-world,data-intensiveapplicationswithhigh-dimensionaldata
ofdisparateforms,suchassocialmedia.
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SOCIAL MEDIA MINING
An Introduction
REZA ZAFARANI
ArizonaStateUniversity,Tempe
MOHAMMAD ALI ABBASI
ArizonaStateUniversity,Tempe
HUAN LIU
ArizonaStateUniversity,Tempe
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32AvenueoftheAmericas,NewYork,NY10013-2473,USA
CambridgeUniversityPressispartoftheUniversityofCambridge.
ItfurtherstheUniversity’smissionbydisseminatingknowledgeinthepursuitof
education,learning,andresearchatthehighestinternationallevelsofexcellence.
www.cambridge.org
Informationonthistitle:www.cambridge.org/9781107018853
(cid:2)C RezaZafarani,MohammadAliAbbasiandHuanLiu2014
Thispublicationisincopyright.Subjecttostatutoryexception
andtotheprovisionsofrelevantcollectivelicensingagreements,
noreproductionofanypartmaytakeplacewithoutthewritten
permissionofCambridgeUniversityPress.
Firstpublished2014
PrintedintheUnitedStatesofAmerica
AcatalogrecordforthispublicationisavailablefromtheBritishLibrary.
LibraryofCongressCataloginginPublicationdata
Zafarani,Reza,1983–
Socialmediamining:anintroduction/RezaZafarani,ArizonaStateUniversity,Tempe,
MohammadAliAbbasi,ArizonaStateUniversity,Tempe,HuanLiu,ArizonaState
University,Tempe.
pages cm
Includesbibliographicalreferencesandindex.
ISBN978-1-107-01885-3(hardback)
1.Datamining. 2.Socialmedia–Research. 3.Behavioralassessment–Dataprocessing.
4.Webometrics. I.Abbasi,MohammadAli,1975– II.Liu,Huan,1958– III.Title.
QA76.9.D343Z34 2014
006.3(cid:3)12–dc23 2013035271
ISBN978-1-107-01885-3Hardback
CambridgeUniversityPresshasnoresponsibilityforthepersistenceoraccuracyofURLsfor
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Toourfamilies...
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Contents
Preface pagexi
Acknowledgments xv
1 Introduction 1
1.1 WhatisSocialMediaMining 1
1.2 NewChallengesforMining 2
1.3 BookOverviewandReader’sGuide 3
1.4 Summary 6
1.5 BibliographicNotes 7
1.6 Exercises 8
PartI Essentials
2 GraphEssentials 13
2.1 GraphBasics 14
2.2 GraphRepresentation 18
2.3 TypesofGraphs 20
2.4 ConnectivityinGraphs 22
2.5 SpecialGraphs 26
2.6 GraphAlgorithms 31
2.7 Summary 46
2.8 BibliographicNotes 47
2.9 Exercises 48
3 NetworkMeasures 51
3.1 Centrality 52
3.2 TransitivityandReciprocity 64
3.3 BalanceandStatus 69
3.4 Similarity 71
3.5 Summary 76
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viii Contents
3.6 BibliographicNotes 77
3.7 Exercises 78
4 NetworkModels 80
4.1 PropertiesofReal-WorldNetworks 80
4.2 RandomGraphs 84
4.3 Small-WorldModel 93
4.4 PreferentialAttachmentModel 97
4.5 Summary 101
4.6 BibliographicNotes 102
4.7 Exercises 103
5 DataMiningEssentials 105
5.1 Data 106
5.2 DataPreprocessing 111
5.3 DataMiningAlgorithms 113
5.4 SupervisedLearning 113
5.5 UnsupervisedLearning 127
5.6 Summary 133
5.7 BibliographicNotes 134
5.8 Exercises 135
PartII CommunitiesandInteractions
6 CommunityAnalysis 141
6.1 CommunityDetection 144
6.2 CommunityEvolution 161
6.3 CommunityEvaluation 168
6.4 Summary 174
6.5 BibliographicNotes 175
6.6 Exercises 176
7 InformationDiffusioninSocialMedia 179
7.1 HerdBehavior 181
7.2 InformationCascades 186
7.3 DiffusionofInnovations 193
7.4 Epidemics 200
7.5 Summary 209
7.6 BibliographicNotes 210
7.7 Exercises 212
