Information propagation in microblog networks

Information propagation in a microblog network aims to identify a set of seed users for propagating a target message to as many interested users as possible. This problem differs from the traditional influence maximization in two major ways: it has a content-rich target message for propagation and it treats each link in the network as communication on certain topics and emphasizes the topic relevance of such communication in propagating the target message. In realistic situations, however, the topics associated with a link are not explicitly expressed but are hidden in the microblogs previously exchanged through the link. In this paper, we present a topic-aware solution to information propagation in a microblog network. We first model the latent topic structure of the network using observed microblog messages published in the network. We then present two methods for estimating the propagation probability based on the topic relevance between a link and the target message. Once the propagation probability is estimated, we adopt the standard greedy algorithm for influence maximization to find seed users. This approach is topic-aware in that the target message finds its way of propagation according to its topic relevance to the latent topic structure in the network. Experiments conducted on real Twitter datasets suggest that the proposed methods are able to select right seed users.