Can a user guess what her followers want?

Abstract

Whenever a social media user decides to share a story, she is typically pleased to receive likes, comments, shares, or, more generally, feedback from her followers. As a result, she may feel compelled to use the feedback she receives to (re-)estimate her followers’ preferences and decide which stories to share next to receive more (positive) feedback. Under which conditions can she succeed? In this work, we first investigate this problem from a theoretical perspective and then provide a set of practical algorithms to identify and characterize such behavior in social media. More specifically, we address the above problem from the perspective of sequential decision making and utility maximization. For a wide family of utility functions, we first show that, to succeed, a user needs to actively trade off exploitation—sharing stories which lead to more (positive) feedback—and exploration—sharing stories to learn about her followers’ preferences. However, exploration is not necessary if a user utilizes the feedback her followers provide to other users in addition to the feedback she receives. Then, we develop a utility estimation framework for observation data, which relies on statistical hypothesis testing to determine whether a user utilizes the feedback she receives from each of her followers to decide what to post next. Experiments on synthetic data illustrate our theoretical findings and show that our estimation framework is able to accurately recover users’ underlying utility functions. Experiments on several real datasets gathered from Twitter and Reddit reveal that up to 82% (43%) of the Twitter (Reddit) users in our datasets do use the feedback they receive to decide what to post next.