Cross-Pollination of Information in Online Social Media: A Case Study on Popular Social Networks

TL;DR

This study investigates how information from popular social media platforms like YouTube, Flickr, and Foursquare spreads to Twitter, revealing insights into cross-platform diffusion patterns and their impact on user engagement.

Contribution

It is the first to explicitly analyze and characterize the diffusion of content across different online social media services, focusing on cross-pollination phenomena.

Findings

Cross-Pollinated networks follow the diffusion patterns of the source OSM.

Popularity on source platforms does not guarantee popularity on Twitter.

Cross-Pollination increases traffic and user involvement on Twitter.

Abstract

Owing to the popularity of Online Social Media (OSM), Internet users share a lot of information (including personal) on and across OSM services every day. For example, it is common to find a YouTube video embedded in a blog post with an option to share the link on Facebook. Users recommend, comment, and forward information they receive from friends, contributing in spreading the information in and across OSM services. We term this information diffusion process from one OSM service to another as Cross-Pollination, and the network formed by users who participate in Cross-Pollination and content produced in the network as \emph{Cross-Pollinated network}. Research has been done about information diffusion within one OSM service, but little is known about Cross-Pollination. In this paper, we aim at filling this gap by studying how information (video, photo, location) from three popular OSM services (YouTube, Flickr and Foursquare) diffuses on Twitter, the most popular microblogging service. Our results show that Cross-Pollinated networks follow temporal and topological characteristics of the diffusion OSM (Twitter in our study). Furthermore, popularity of information on source OSM (YouTube, Flickr and Foursquare) does not imply its popularity on Twitter. Our results also show that Cross-Pollination helps Twitter in terms of traffic generation and user involvement, but only a small fraction of videos and photos gain a significant number of views from Twitter. We believe this is the first research work which explicitly characterizes the diffusion of information across different OSM services.