Social Catalysts: Characterizing People Who Spark Conversations Among Others

TL;DR

This paper identifies and characterizes social catalysts on Facebook, individuals who facilitate conversations among others, revealing their significant impact despite not having distinct network structures.

Contribution

The study introduces a behavioral measure of social catalystness, demonstrating its predictive power and highlighting a previously underexplored social role in online networks.

Findings

Top 1% of catalysts account for 31% of interactions

Catalystness is predicted by conversation-promoting behaviors

Social catalysts are not distinguished by network structure

Abstract

People assume different and important roles within social networks. Some roles have received extensive study: that of influencers who are well-connected, and that of brokers who bridge unconnected parts of the network. However, very little work has explored another potentially important role, that of creating opportunities for people to interact and facilitating conversation between them. These individuals bring people together and act as social catalysts. In this paper, we test for the presence of social catalysts on the online social network Facebook. We first identify posts that have spurred conversations between the poster's friends and summarize the characteristics of such posts. We then aggregate the number of catalyzed comments at the poster level, as a measure of the individual's "catalystness." The top 1% of such individuals account for 31% of catalyzed interactions, although their network characteristics do not differ markedly from others who post as frequently and have a similar number of friends. By collecting survey data, we also validate the behavioral measure of catalystness: a person is more likely to be nominated as a social catalyst by their friends if their posts prompt discussions between other people more frequently. The measure, along with other conversation-related features, is one of the most predictive of a person being nominated as a catalyst. Although influencers and brokers may have gotten more attention for their network positions, our findings provide converging evidence that another important role exists and is recognized in online social networks.