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P1:WQS Trim:6.125in×9.25in Top:0.5in Gutter:0.75in 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. i P1:WQS Trim:6.125in×9.25in Top:0.5in Gutter:0.75in CUUS2079-FM CUUS2079-Zafarani 9781107018853 January14,2014 17:27 ii P1:WQS Trim:6.125in×9.25in Top:0.5in Gutter:0.75in CUUS2079-FM CUUS2079-Zafarani 9781107018853 January14,2014 17:27 SOCIAL MEDIA MINING An Introduction REZA ZAFARANI ArizonaStateUniversity,Tempe MOHAMMAD ALI ABBASI ArizonaStateUniversity,Tempe HUAN LIU ArizonaStateUniversity,Tempe iii P1:WQS Trim:6.125in×9.25in Top:0.5in Gutter:0.75in CUUS2079-FM CUUS2079-Zafarani 9781107018853 January14,2014 17:27 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 externalorthird-partyInternetWebsitesreferredtointhispublicationanddoesnotguarantee thatanycontentonsuchWebsitesis,orwillremain,accurateorappropriate. iv P1:WQS Trim:6.125in×9.25in Top:0.5in Gutter:0.75in CUUS2079-FM CUUS2079-Zafarani 9781107018853 January14,2014 17:27 Toourfamilies... v P1:WQS Trim:6.125in×9.25in Top:0.5in Gutter:0.75in CUUS2079-FM CUUS2079-Zafarani 9781107018853 January14,2014 17:27 vi P1:WQS Trim:6.125in×9.25in Top:0.5in Gutter:0.75in CUUS2079-FM CUUS2079-Zafarani 9781107018853 January14,2014 17:27 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 vii P1:WQS Trim:6.125in×9.25in Top:0.5in Gutter:0.75in CUUS2079-FM CUUS2079-Zafarani 9781107018853 January14,2014 17:27 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