Opinion Maximization in Social Networks: Evimaria Terzi

Starts:
12:00 pm on Friday, April 19, 2013
Ends:
1:00 pm on Friday, April 19, 2013
Location:
MCS 148
Abstract: The process of opinion formation through synthesis and contrast of different viewpoints has been the subject of many studies in economics and social sciences. Today, this process manifests itself also in online social networks and social media. The key characteristic of successful promotion campaigns is that they take into consideration such opinion-formation dynamics in order to create a overall favorable opinion about a specific information item, such as a person, a product, or an idea. In this talk, I will describe how we adopt a well-established model for social-opinion dynamics and formalize the campaign-design problem as the problem of identifying a set of target individuals whose positive opinion about an information item will maximize the overall positive opinion for the item in the social network. We call this problem CAMPAIGN. In the talk, I will give some complexity results related to the CAMPAIGN problem, describe efficient approximation algorithms for solving it and give some experimental evidence on how it works on practical settings. I will also discuss the difference between the CAMPAIGN problem and other existing problems for maximization of information propagation in social networks. This is joint work with Aris Gionis and Panayiotis Tsaparas