Wearing many (social) hats: How different are your different social network personae?

Changtao Zhong, Hau Wen Chang, Dmytro Karamshuk, Dongwon Lee, Nishanth Sastry

Research output: Chapter in Book/Report/Conference proceedingConference contribution

7 Scopus citations

Abstract

This paper investigates when users create profiles in different social networks, whether they are redundant expressions of the same persona, or they are adapted to each platform. Using the personal webpages of 116,998 users on About.me, we identify and extract matched user profiles on several major social networks including Facebook, Twitter, LinkedIn, and Instagram. We find evidence for distinct site-specific norms, such as differences in the language used in the text of the profile self-description, and the kind of picture used as profile image. By learning a model that robustly identifies the platform given a user's profile image (0.657-0.829 AUC) or self-description (0.608-0.847 AUC), we confirm that users do adapt their behaviour to individual platforms in an identifiable and learnable manner. However, different genders and age groups adapt their behaviour differently from each other, and these differences are, in general, consistent across different platforms. We show that differences in social profile construction correspond to differences in how formal or informal the platform is.

Original languageEnglish (US)
Title of host publicationProceedings of the 11th International Conference on Web and Social Media, ICWSM 2017
PublisherAAAI press
Pages397-406
Number of pages10
ISBN (Electronic)9781577357889
StatePublished - Jan 1 2017
Event11th International Conference on Web and Social Media, ICWSM 2017 - Montreal, Canada
Duration: May 15 2017May 18 2017

Publication series

NameProceedings of the 11th International Conference on Web and Social Media, ICWSM 2017

Other

Other11th International Conference on Web and Social Media, ICWSM 2017
CountryCanada
CityMontreal
Period5/15/175/18/17

All Science Journal Classification (ASJC) codes

  • Computer Networks and Communications

Cite this

Zhong, C., Chang, H. W., Karamshuk, D., Lee, D., & Sastry, N. (2017). Wearing many (social) hats: How different are your different social network personae? In Proceedings of the 11th International Conference on Web and Social Media, ICWSM 2017 (pp. 397-406). (Proceedings of the 11th International Conference on Web and Social Media, ICWSM 2017). AAAI press.