Feature analysis of spammers in social networks with active honeypots:a case study of Chinese microblogging networks

In this poster we presented our preliminary work on the study of spammer detection and analysis with 50 active honeypot profiles implemented on Weibo.com and QQ.com microblogging networks. We picked out spammers from legitimate users by manually checking every captured user's microblogs content. We built a spammer dataset for each social network community using these spammer accounts and a legitimate user dataset as well. We analyzed several features of the two user classes and made a comparison on these features, which were found to be useful to distinguish spammers from legitimate users. The followings are several initial observations from our analysis on the features of spammers captured on Weibo.com and QQ.com. ¦The following/follower ratio of spammers is usually higher than legitimate users. They tend to follow a large amount of users in order to gain popularity but always have relatively few followers. ¦There exists a big gap between the average numbers of microblogs posted per day from these two classes. On Weibo.com, spammers post quite a lot microblogs every day, which is much more than legitimate users do; while on QQ.com spammers post far less microblogs than legitimate users. This is mainly due to the different strategies taken by spammers on these two platforms. ¦More spammers choose a cautious spam posting pattern. They mix spam microblogs with ordinary ones so that they can avoid the anti-spam mechanisms taken by the service providers. ¦Aggressive spammers are more likely to be detected so they tend to have a shorter life while cautious spammers can live much longer and have a deeper influence on the network. The latter kind of spammers may become the trend of social network spammer. © 2012 IEEE.

Cost-effective node monitoring for online hot event detection in sina weibo microblogging

We propose a cost-effective hot event detection system over Sina Weibo platform, currently the dominant microblogging service provider in China. The problem of finding a proper subset of microbloggers under resource constraints is formulated as a mixed-integer problem for which heuristic algorithms are developed to compute approximate solution. Preliminary results show that by tracking about 500 out of 1.6 million candidate microbloggers and processing 15,000 microposts daily, 62% of the hot events can be detected five hours on average earlier than they are published by Weibo.

Connecting social media to e-commerce:cold-start product recommendation using microblogging information

In recent years, the boundaries between e-commerce and social networking have become increasingly blurred. Many e-commerce websites support the mechanism of social login where users can sign on the websites using their social network identities such as their Facebook or Twitter accounts. Users can also post their newly purchased products on microblogs with links to the e-commerce product web pages. In this paper, we propose a novel solution for cross-site cold-start product recommendation, which aims to recommend products from e-commerce websites to users at social networking sites in 'cold-start' situations, a problem which has rarely been explored before. A major challenge is how to leverage knowledge extracted from social networking sites for cross-site cold-start product recommendation. We propose to use the linked users across social networking sites and e-commerce websites (users who have social networking accounts and have made purchases on e-commerce websites) as a bridge to map users' social networking features to another feature representation for product recommendation. In specific, we propose learning both users' and products' feature representations (called user embeddings and product embeddings, respectively) from data collected from e-commerce websites using recurrent neural networks and then apply a modified gradient boosting trees method to transform users' social networking features into user embeddings. We then develop a feature-based matrix factorization approach which can leverage the learnt user embeddings for cold-start product recommendation. Experimental results on a large dataset constructed from the largest Chinese microblogging service Sina Weibo and the largest Chinese B2C e-commerce website JingDong have shown the effectiveness of our proposed framework.

A computational approach to measuring the correlation between expertise and social media influence for celebrities on microblogs

Existing approaches of social influence analysis usually focus on how to develop effective algorithms to quantize users' influence scores. They rarely consider a person's expertise levels which are arguably important to influence measures. In this paper, we propose a computational approach to measuring the correlation between expertise and social media influence, and we take a new perspective to understand social media influence by incorporating expertise into influence analysis. We carefully constructed a large dataset of 13,684 Chinese celebrities from Sina Weibo (literally 'Sina microblogging'). We found that there is a strong correlation between expertise levels and social media influence scores. In addition, different expertise levels showed influence variation patterns: high-expertise celebrities have stronger influence on the 'audience' in their expertise domains.

We know what you want to buy:a demographic-based system for product recommendation on microblogs

Product recommender systems are often deployed by e-commerce websites to improve user experience and increase sales. However, recommendation is limited by the product information hosted in those e-commerce sites and is only triggered when users are performing e-commerce activities. In this paper, we develop a novel product recommender system called METIS, a MErchanT Intelligence recommender System, which detects users' purchase intents from their microblogs in near real-time and makes product recommendation based on matching the users' demographic information extracted from their public profiles with product demographics learned from microblogs and online reviews. METIS distinguishes itself from traditional product recommender systems in the following aspects: 1) METIS was developed based on a microblogging service platform. As such, it is not limited by the information available in any specific e-commerce website. In addition, METIS is able to track users' purchase intents in near real-time and make recommendations accordingly. 2) In METIS, product recommendation is framed as a learning to rank problem. Users' characteristics extracted from their public profiles in microblogs and products' demographics learned from both online product reviews and microblogs are fed into learning to rank algorithms for product recommendation. We have evaluated our system in a large dataset crawled from Sina Weibo. The experimental results have verified the feasibility and effectiveness of our system. We have also made a demo version of our system publicly available and have implemented a live system which allows registered users to receive recommendations in real time. © 2014 ACM.

A computational approach to measuring the correlation between expertise and social media influence for celebrities on microblogs

Social media influence analysis, sometimes also called authority detection, aims to rank users based on their influence scores in social media. Existing approaches of social influence analysis usually focus on how to develop effective algorithms to quantize users’ influence scores. They rarely consider a person’s expertise levels which are arguably important to influence measures. In this paper, we propose a computational approach to measuring the correlation between expertise and social media influence, and we take a new perspective to understand social media influence by incorporating expertise into influence analysis. We carefully constructed a large dataset of 13,684 Chinese celebrities from Sina Weibo (literally ”Sina microblogging”). We found that there is a strong correlation between expertise levels and social media influence scores. Our analysis gave a good explanation of the phenomenon of “top across-domain influencers”. In addition, different expertise levels showed influence variation patterns: e.g., (1) high-expertise celebrities have stronger influence on the “audience” in their expertise domains; (2) expertise seems to be more important than relevance and participation for social media influence; (3) the audiences of top expertise celebrities are more likely to forward tweets on topics outside the expertise domains from high-expertise celebrities.

Analysis and identification of spamming behaviors in Sina Weibo microblog

Spamming has been a widespread problem for social networks. In recent years there is an increasing interest in the analysis of anti-spamming for microblogs, such as Twitter. In this paper we present a systematic research on the analysis of spamming in Sina Weibo platform, which is currently a dominant microblogging service provider in China. Our research objectives are to understand the specific spamming behaviors in Sina Weibo and find approaches to identify and block spammers in Sina Weibo based on spamming behavior classifiers. To start with the analysis of spamming behaviors we devise several effective methods to collect a large set of spammer samples, including uses of proactive honeypots and crawlers, keywords based searching and buying spammer samples directly from online merchants. We processed the database associated with these spammer samples and interestingly we found three representative spamming behaviors: Aggressive advertising, repeated duplicate reposting and aggressive following. We extract various features and compare the behaviors of spammers and legitimate users with regard to these features. It is found that spamming behaviors and normal behaviors have distinct characteristics. Based on these findings we design an automatic online spammer identification system. Through tests with real data it is demonstrated that the system can effectively detect the spamming behaviors and identify spammers in Sina Weibo.