{"id":184516,"date":"2004-04-21T00:00:00","date_gmt":"2009-10-31T13:50:31","guid":{"rendered":"https:\/\/www.microsoft.com\/en-us\/research\/msr-research-item\/maximizing-the-spread-of-influence-in-a-social-network\/"},"modified":"2016-09-09T09:53:43","modified_gmt":"2016-09-09T16:53:43","slug":"maximizing-the-spread-of-influence-in-a-social-network","status":"publish","type":"msr-video","link":"https:\/\/www.microsoft.com\/en-us\/research\/video\/maximizing-the-spread-of-influence-in-a-social-network\/","title":{"rendered":"Maximizing the Spread of Influence in a Social Network"},"content":{"rendered":"<div class=\"asset-content\">\n<p>A social network &#8211; the graph of relationships and interactions within a group of individuals \u2013 plays a fundamental role as a medium for the spread of information, ideas, and influence among its members.  An idea or innovation will appear &#8211; for example, the use of cell phones among college students, the adoption of a new drug within the medical profession, or the rise of a political movement in an unstable society &#8211; and it can either die out quickly or make significant inroads into the population.<\/p>\n<p>The resulting collective behavior of individuals in a social network has a long history of study in sociology. Recently, motivated by applications to word-of-mouth marketing, Domingos and Richardson proposed the following optimization problem: allocate a given &#8220;advertising&#8221; budget so as to maximize the (expected) number of individuals who will have adopted a given product or behavior.<\/p>\n<p>In this talk, we will investigate this question under the mathematical models of influence studied by sociologists. We present and analyze a simple approximation algorithm, and show that it guarantees to reach at least a 1-1\/e (roughly 63%) fraction of what the optimal solution can achieve, under many quite general models. In addition, we experimentally validate our algorithm, comparing it to several widely used heuristics on a data set consisting of collaborations among scientists.<\/p>\n<p>(joint work with Jon Kleinberg and Eva Tardos)<\/p>\n<\/div>\n<p><!-- .asset-content --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A social network &#8211; the graph of relationships and interactions within a group of individuals \u2013 plays a fundamental role as a medium for the spread of information, ideas, and influence among its members. An idea or innovation will appear &#8211; for example, the use of cell phones among college students, the adoption of a [&hellip;]<\/p>\n","protected":false},"featured_media":290138,"template":"","meta":{"msr-url-field":"","msr-podcast-episode":"","msrModifiedDate":"","msrModifiedDateEnabled":false,"ep_exclude_from_search":false,"_classifai_error":"","footnotes":""},"research-area":[],"msr-video-type":[],"msr-locale":[268875],"msr-post-option":[],"msr-impact-theme":[],"msr-pillar":[],"class_list":["post-184516","msr-video","type-msr-video","status-publish","has-post-thumbnail","hentry","msr-locale-en_us"],"msr_download_urls":"","msr_external_url":"https:\/\/youtu.be\/NrX6Y2ZQpps","msr_secondary_video_url":"","msr_video_file":"","_links":{"self":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-video\/184516"}],"collection":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-video"}],"about":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/types\/msr-video"}],"version-history":[{"count":0,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-video\/184516\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/media\/290138"}],"wp:attachment":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/media?parent=184516"}],"wp:term":[{"taxonomy":"msr-research-area","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/research-area?post=184516"},{"taxonomy":"msr-video-type","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-video-type?post=184516"},{"taxonomy":"msr-locale","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-locale?post=184516"},{"taxonomy":"msr-post-option","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-post-option?post=184516"},{"taxonomy":"msr-impact-theme","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-impact-theme?post=184516"},{"taxonomy":"msr-pillar","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-pillar?post=184516"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}