Are Friends Overrated? A Study for the Social News Aggregator Digg.com

TL;DR

This study on Digg.com reveals that social links and friendships play a surprisingly minor role in information propagation, suggesting other factors significantly influence online social network dynamics.

Contribution

The paper provides a multi-year empirical analysis showing that social ties are less influential in information spread than previously believed, highlighting the importance of temporal and logical factors.

Findings

Friends have only a 2% reaction probability to shared information.

About 50% of popular stories were not primarily propagated through social ties.

Temporal and logical factors significantly influence information diffusion.

Abstract

The key feature of online social networks (OSN) is the ability of users to become active, make friends and interact via comments, videos or messages with those around them. This social interaction is typically perceived as critical to the proper functioning of these platforms; therefore, a significant share of OSN research in the recent past has investigated the characteristics and importance of these social links, studying the networks' friendship relations through their topological properties, the structure of the resulting communities and identifying the role and importance of individual members within these networks. In this paper, we present results from a multi-year study of the online social network Digg.com, indicating that the importance of friends and the friend network in the propagation of information is less than originally perceived. While we do note that users form and maintain a social structure along which information is exchanged, the importance of these links and their contribution is very low: Users with even a nearly identical overlap in interests react on average only with a probability of 2% to information propagated and received from friends. Furthermore, in only about 50% of stories that became popular from the entire body of 10 million news we find evidence that the social ties among users were a critical ingredient to the successful spread. Our findings indicate the presence of previously unconsidered factors, the temporal alignment between user activities and the existence of additional logical relationships beyond the topology of the social graph, that are able to drive and steer the dynamics of such OSNs.