Online social networks represent a popular and diverse class of social media systems. Despite this variety, each of these systems undergoes a general process of online social network assembly, which represents the complicated and heterogeneous change
s that transform newly born systems into mature platforms. However, little is known about this process. For example, how much of a networks assembly is driven by simple growth? How does a networks structure change as it matures? How does network structure vary with adoption rates and user heterogeneity, and do these properties play different roles at different points in the assembly? We investigate these and other questions using a unique dataset of online connections among the roughly one million users at the first 100 colleges admitted to Facebook, captured just 20 months after its launch. We first show that different vintages and adoption rates across this population of networks reveal temporal dynamics of the assembly process, and that assembly is only loosely related to network growth. We then exploit natural experiments embedded in this dataset and complementary data obtained via Internet archaeology to show that different subnetworks matured at different rates toward similar end states. These results shed light on the processes and patterns of online social network assembly, and may facilitate more effective design for online social systems.
Peoples interests and peoples social relationships are intuitively connected, but understanding their interplay and whether they can help predict each other has remained an open question. We examine the interface of two decisive structures forming th
e backbone of online social media: the graph structure of social networks - who connects with whom - and the set structure of topical affiliations - who is interested in what. In studying this interface, we identify key relationships whereby each of these structures can be understood in terms of the other. The context for our analysis is Twitter, a complex social network of both follower relationships and communication relationships. On Twitter, hashtags are used to label conversation topics, and we examine hashtag usage alongside these social structures. We find that the hashtags that users adopt can predict their social relationships, and also that the social relationships between the initial adopters of a hashtag can predict the future popularity of that hashtag. By studying weighted social relationships, we observe that while strong reciprocated ties are the easiest to predict from hashtag structure, they are also much less useful than weak directed ties for predicting hashtag popularity. Importantly, we show that computationally simple structural determinants can provide remarkable performance in both tasks. While our analyses focus on Twitter, we view our findings as broadly applicable to topical affiliations and social relationships in a host of diverse contexts, including the movies people watch, the brands people like, or the locations people frequent.
