Using Longitudinal Social Media Analysis to Understand the Effects of Early College Alcohol Use

While college completion is predictive of individual career happiness and economic achievement, many factors, such as excessive alcohol usage, jeopardize college success. In this paper, we propose a method for analyzing large-scale, longitudinal social media timelines to provide fine-grained visibility into how the behaviors and trajectories of alcohol-mentioning students differ from their peers. Using propensity score stratification to reduce bias from confounding factors, we analyze the Twitter data of 63k college students over 5 years to study the effect of early alcohol usage on topics linked to college success. We find multi-year effects, including lower mentions of study habits, increased mentions of potentially risky behaviors, and decreases in mentions of positive emotions. We conclude with a discussion of social media data’s role in the study of the risky behaviors of college students and other individual behaviors with long-term effects.