Characterization of Cross-posting Activity for Professional Users across Facebook, Twitter and Google+

摘要

Professional players in social media (e.g., big companies, politician,athletes, celebrities, etc) are intensively using Online Social Networks (OSNs)in order to interact with a huge amount of regular OSN users with differentpurposes (marketing campaigns, customer feedback, public reputationimprovement, etc). Hence, due to the large catalog of existing OSNs,professional players usually count with OSN accounts in different systems. Inthis context an interesting question is whether professional users publish thesame information across their OSN accounts, or actually they use different OSNsin a different manner. We define as cross-posting activity the action ofpublishing the same information in two or more OSNs. This paper aims atcharacterizing the cross-posting activity of professional users across threemajor OSNs, Facebook, Twitter and Google+. To this end, we perform alarge-scale measurement-based analysis across more than 2M posts collected from616 professional users with active accounts in the three referred OSNs. Then wecharacterize the phenomenon of cross posting and analyze the behavioralpatterns based on the identified characteristics.