ComSoc: Adaptive transfer of user behaviors over composite social network

Abstract

Accurate prediction of user behaviors is important for many social media applications, including social marketing, personalization and recommendation, etc. A major challenge lies in that, the available behavior data or interactions between users and items in a given social network are usually very limited and sparse (e.g., >= 99.9% empty). Many previous works model user behavior from only historical user logs. We observe that many people are members of several social networks in the same time, such as Facebook, Twitter and Tencent's QQ. Importantly, their behaviors and interests in different networks influence one another. This gives us an opportunity to leverage the knowledge of user behaviors in different networks, in order to alleviate the data sparsity problem, and enhance the predictive performance of user modeling. Combining different networks "simply and naively" does not work well. Instead, we formulate the problem to model multiple networks as "composite network knowledge transfer". We first select the most suitable networks inside a composite social network via a hierarchical Bayesian model, parameterized for individual users, and then build topic models for user behavior prediction using both the relationships in the selected networks and related behavior data. To handle big data, we have implemented the algorithm using Map/Reduce. We demonstrate that the proposed composite network-based user behavior model significantly improve the predictive accuracy over a number of existing approaches on several real world applications, such as a very large social-networking dataset from Tencent Inc. © 2012 ACM.