NDLI: Understanding and combating link farming in the twitter social network

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Understanding and combating link farming in the twitter social network

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Understanding and combating link farming in the twitter social network

Content Provider	ACM Digital Library
Author	Gummadi, Krishna Phani Sharma, Naveen Kumar Korlam, Gautam Ghosh, Saptarshi Viswanath, Bimal Kooti, Farshad Benevenuto, Fabricio Ganguly, Niloy
Abstract	Recently, Twitter has emerged as a popular platform for discovering real-time information on the Web, such as news stories and people's reaction to them. Like the Web, Twitter has become a target for link farming, where users, especially spammers, try to acquire large numbers of follower links in the social network. Acquiring followers not only increases the size of a user's direct audience, but also contributes to the perceived influence of the user, which in turn impacts the ranking of the user's tweets by search engines. In this paper, we first investigate link farming in the Twitter network and then explore mechanisms to discourage the activity. To this end, we conducted a detailed analysis of links acquired by over 40,000 spammer accounts suspended by Twitter. We find that link farming is wide spread and that a majority of spammers' links are farmed from a small fraction of Twitter users, the social capitalists, who are themselves seeking to amass social capital and links by following back anyone who follows them. Our findings shed light on the social dynamics that are at the root of the link farming problem in Twitter network and they have important implications for future designs of link spam defenses. In particular, we show that a simple user ranking scheme that penalizes users for connecting to spammers can effectively address the problem by disincentivizing users from linking with other users simply to gain influence.
Starting Page	61
Ending Page	70
Page Count	10
File Format	PDF
ISBN	9781450312295
DOI	10.1145/2187836.2187846
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2012-04-16
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Link farming Collusionrank Pagerank Twitter Spam
Content Type	Text
Resource Type	Article

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