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What Happened on Tumblr? A Look into Tumblr as a Platform for Content Propagation 

What Happened on Tumblr? A Look into Tumblr as a Platform for Content Propagation 

Nora Alrajebah

September 17, 2018
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  1. What Happened on Tumblr? A Look into Tumblr as a

    Platform for Content Propagation Nora Alrajebah
  2. A cascade is considered as an artefact to study information

    diffusion on OSN It is the manifestation of the information diffusion process
  3. Why analysing cascades is important? 1. A proxy to unravel

    the way information is spread on the Web 2. Explain the popularity-gaining phenomenon on the Web 3. Estimate influence and homophily between users 4. Estimate the value of the content 5.They are better indicators of users’ interest and trust networks 6.Explain social network evolution
  4. Tumblr • Diffusion on Tumblr is powered by the Reblogging

    functionality • The ability to reblog allow content to spread • The traces of the spread create cascades that can be observed • The reblogging events appears as a list of notes attached to posts and their reblogged copies
  5. The two facets of a cascade Structural Temporal Who influenced

    whom to spread the content? How many shares are there at any point in time (Day/Hour) 0! 6! 12! 18! 24! 30! 0! 2! 4! 6! 8! 10! Number of shares! Days after publishing!
  6. Where do research tasks fit? Netw ork Science Data Science

    Web Science Cascades Construction Structural Analysis Data collection & preprocessing Temporal & Platform Analysis
  7. Tumblr’s Year in Review “Tumblr’s Year in Review is a

    showcase of the best stuff on the Internet from 2014. Follow along for a daily dose of creativity, humor, humanity, fandom, and sharing. And GIFs. Lots of GIFs!” http://2014inreblogs.tumblr.com/2014
  8. Stats Number of posts 1292 No. or reblogs (rebloggers) 73,048,903

    No. of reblogees 3,541,110 No. of likes 48,822,318 No. of comments ??
  9. Cascades networks construction • Ideally, cascade networks will have a

    neat tree topology .. • However .. • That is not the case, at least not all the time • This is due to cases where: • Reblogs are deleted • Users deactivate their accounts • Users reblog more than once Isolated components Repeated appearances of users
  10. High reblogging rate = Cascades are large! 0 1 2

    3 4 5 6 x ⇥105 0.0 0.2 0.4 0.6 0.8 1.0 P(Number of reblogs >= x) 78% 18% Yet another long tail on the Web!
  11. But why? Short answer: reblogging is a cult Long answer:

    Tumblr employs numerous content exposure mechanisms
  12. The Silent majority 1.55% of reblogs are with comments, 0.32%

    with @ There are 315 replies only 0.16 comment for 10 reblogs
  13. Reblogs > Likes A shamelessly committed community Their actions are

    stronger than their words 7.9 like for 10 reblog
  14. Q: How many users a user influences? 0 20 40

    60 80 100 % BF = 0 BF = 1 BF > 1 ~68% ~12% ~20%
  15. Q: What is the overall impact of users? 0 20

    40 60 80 100 % Subcascade = 1 Subcascade > 1 13% 87%
  16. Q: Small branching factor but high impact? - Compute: -

    Ratio = Branching factor / sub cascade size - if ratio > 1: - The user generates a subcascade that goes beyond its immediate effect, i.e. their branching factor - if ratio = 1: - The user generates subcascades that equal one
  17. Q: What is the impact of the content’s author? 0

    20 40 60 80 100 x % 0.0 0.1 0.2 0.3 0.4 0.5 0.6 P(Reblogs from author >= x%) Shallow Deep
  18. Q: How far are the reblogging users from the post’s

    author? 100 101 102 Depth 100 101 102 103 104 105 106 No of Nodes Mean
  19. Posts Age • The eldest post was active for 617

    days • The youngest was active for 28 days • Surprisingly, the old post has a very small cascade size of 131 reblogs, but still managed to survive for 617 days! Accumulating popularity slowly but steady!
  20. How long it takes a post to be reblogged? 1

    24 Hours after publishing 87% 97%
  21. how posts accumulate popularity? 0 50 100 150 200 250

    300 350 Days after publishing 0 20000 40000 60000 80000 100000 Reblogs per day school: 416282 chill: 480379 business: 371600 17th
  22. 0.0 0.2 0.4 0.6 0.8 1.0 Days after publishing 0.0

    0.2 0.4 0.6 0.8 1.0 Cascade size (cumulative) 0.0 0.2 0.4 0.6 0.8 1.0 Days after publishing 0.0 0.2 0.4 0.6 0.8 1.0 Cascade size (cumulative) 0.0 0.2 0.4 0.6 0.8 1.0 Days after publishing 0.0 0.2 0.4 0.6 0.8 1.0 Cascade size (cumulative) 0.0 0.2 0.4 0.6 0.8 1.0 Days after publishing 0.0 0.2 0.4 0.6 0.8 1.0 Cascade size (cumulative) Q1 Q2 Q3 Q4
  23. Wrapping up .. • Tumblr ‘year in review’ blog features

    some really ‘large’ cascades! • Cascades matter! • Users’ influence might be underestimated if only the branching factor was taken into account • Cascades on Tumblr have non-trivial sizes and depths • Cascades grow in size in so many ways .. • Large cascades exist!