NDLI: Engagement Capacity and Engaging Team Formation for Reach Maximization of Online Social Media Platforms

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Engagement Capacity and Engaging Team Formation for Reach Maximization of Online Social Media Platforms

Content Provider	ACM Digital Library
Author	Govindaraju, Venu Gore, Shounak Nikolaev, Alexander
Abstract	The challenges of assessing the "health" of online social media platforms and strategically growing them are recognized by many practitioners and researchers. For those platforms that primarily rely on user-generated content, the reach -- the degree of participation referring to the percentage and involvement of users -- is a key indicator of success. This paper lays a theoretical foundation for measuring engagement as a driver of reach that achieves growth via positive externality effects. The paper takes a game theoretic approach to quantifying engagement, viewing a platform's social capital as a cooperatively created value and finding a fair distribution of this value among the contributors. It introduces engagement capacity, a measure of the ability of users and user groups to engage peers, and formulates the Engaging Team Formation Problem (EngTFP) to identify the sets of users that "make a platform go". We show how engagement capacity can be useful in characterizing forum user behavior and in the reach maximization efforts. We also stress how engagement analysis differs from influence measurement. Computational investigations with Twitter and Health Forum data reveal the properties of engagement capacity and the utility of EngTFP.
Starting Page	225
Ending Page	234
Page Count	10
File Format	PDF MP4
ISBN	9781450342322
DOI	10.1145/2939672.2939681
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2016-08-13
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Engagement Influence maximization Reach Team formation problem Social networks
Content Type	Audio Text
Resource Type	Article

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