Modeling User Posting Behavior On Social Media

Abstract

User generated content is the basic element of social media websites. Relatively few studies have systematically analyzed the motivation to create and share content, especially from the perspective of a common user. In this paper, we perform a comprehensive analysis of user posting behavior on a popular social media website, Twitter. Specifically, we assume that user behavior is mainly influenced by three factors: breaking news, posts from social friends and user's intrinsic interest, and propose a mixture latent topic model to combine all these factors. We evaluated our model on a large-scale Twitter dataset from three different perspectives: the perplexity of held-out content, the performance of predicting retweets and the quality of generated latent topics. The results were encouraging, our model clearly outperformed its competitors.