Discovering Temporal Retweeting Patterns for Social Media Marketing Campaigns

Guannan Liu, Yanjie Fu, Tong Xu, Hui Xiong, Guoqing Chen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

13 Scopus citations

Abstract

Social media has become one of the most popular marketing channels for many companies, which aims at maximizing their influence by various marketing campaigns conducted from their official accounts on social networks. However, most of these marketing accounts merely focus on the contents of their tweets. Less effort has been made on understanding tweeting time, which is a major contributing factor in terms of attracting customers' attention and maximizing the influence of a social marketing campaign. To that end, in this paper, we provide a focused study of temporal retweeting patterns and their influence on social media marketing campaigns. Specifically, we investigate the users' retweeting patterns by modeling their retweeting behaviors as a generative process, which considers temporal, social, and topical factors. Moreover, we validate the predictive power of the model on the dataset collected from Sina Weibo, the most popular micro blog platform in China. By discovering the temporal retweeting patterns, we analyze the temporal popular topics and recommend tweets to users in a time-aware manner. Finally, experimental results show that the proposed algorithm outperforms other baseline methods. This model is applicable for companies to conduct their marketing campaigns at the right time on social media.

Original languageEnglish (US)
Title of host publicationProceedings - 14th IEEE International Conference on Data Mining, ICDM 2014
EditorsRavi Kumar, Hannu Toivonen, Jian Pei, Joshua Zhexue Huang, Xindong Wu
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages905-910
Number of pages6
EditionJanuary
ISBN (Electronic)9781479943029
DOIs
StatePublished - Jan 1 2014
Event14th IEEE International Conference on Data Mining, ICDM 2014 - Shenzhen, China
Duration: Dec 14 2014Dec 17 2014

Publication series

NameProceedings - IEEE International Conference on Data Mining, ICDM
NumberJanuary
Volume2015-January

Other

Other14th IEEE International Conference on Data Mining, ICDM 2014
Country/TerritoryChina
CityShenzhen
Period12/14/1412/17/14

ASJC Scopus subject areas

  • General Engineering

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