On social media, due to complex interactions between users' attention and recommendation algorithms, the visibility of users' posts can be unpredictable and vary wildly, sometimes creating unexpected viral events for `ordinary’ users. How do such events affect users' subsequent behaviors and long-term visibility on the platform? For almost 3 years, we collected activities and changes in follower graphs of 17,157 scientists on Twitter, and identified those who experienced `unusual' virality for the first time in their profile lifespan.
Using a matching strategy, we investigated how viral events influence behavioral patterns and follower counts of those who experienced virality (`viral' group) vs. those who didn't.  After virality, the viral group increased tweeting frequency, their tweets became more objective and focused on fewer topics, and expressed more positive sentiment relative to their pre-virality tweets. Also, their post-virality tweets were more aligned with their professional expertise and similar to the viral tweet compared to past tweets. Finally, the viral group gained more followers in short and long terms than their matched counterparts.

The Impact of Viral Posts on Visibility and Behavior of Professionals: A Longitudinal Study of Scientists on Twitter

s2-7: Social Media Behavior 2

technical paper

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ICWSM 2022

The International AAAI Conference on Web and Social Media (ICWSM) is a forum for researchers from multiple disciplines to come together to share knowledge, discuss ideas, exchange information, and learn about cutting-edge research in diverse fields with the common theme of online social media. This overall theme includes research in new perspectives in social theories, as well as computational algorithms for analyzing social media. ICWSM is a singularly fitting venue for research that blends social science and computational approaches to answer important and challenging questions about human social behavior through social media while advancing computational tools for vast and unstructured data.

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The Impact of Viral Posts on Visibility and Behavior of Professionals: A Longitudinal Study of Scientists on Twitter

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