Maarten W. Bos

Heinrich Peters, Yozen Liu, Francesco Barbieri et al.

The success of online social platforms hinges on their ability to predict and understand user behavior at scale. Here, we present data suggesting that context-aware modeling approaches may offer a holistic yet lightweight and potentially privacy-preserving representation of user engagement on online social platforms. Leveraging deep LSTM neural networks to analyze more than 100 million Snapchat sessions from almost 80.000 users, we demonstrate that patterns of active and passive use are predictable from past behavior (R2=0.345) and that the integration of context features substantially improves predictive performance compared to the behavioral baseline model (R2=0.522). Features related to smartphone connectivity status, location, temporal context, and weather were found to capture non-redundant variance in user engagement relative to features derived from histories of in-app behaviors. Further, we show that a large proportion of variance can be accounted for with minimal behavioral histories if momentary context is considered (R2=0.442). These results indicate the potential of context-aware approaches for making models more efficient and privacy-preserving by reducing the need for long data histories. Finally, we employ model explainability techniques to glean preliminary insights into the underlying behavioral mechanisms. Our findings are consistent with the notion of context-contingent, habit-driven patterns of active and passive use, underscoring the value of contextualized representations of user behavior for predicting user engagement on social platforms.

Zhihan Zhou, Qixiang Fang, Leonardo Neves et al.

User embeddings play a crucial role in user engagement forecasting and personalized services. Recent advances in sequence modeling have sparked interest in learning user embeddings from behavioral data. Yet behavior-based user embedding learning faces the unique challenge of dynamic user modeling. As users continuously interact with the apps, user embeddings should be periodically updated to account for users' recent and long-term behavior patterns. Existing methods highly rely on stateless sequence models that lack memory of historical behavior. They have to either discard historical data and use only the most recent data or reprocess the old and new data jointly. Both cases incur substantial computational overhead. To address this limitation, we introduce User Stateful Embedding (USE). USE generates user embeddings and reflects users' evolving behaviors without the need for exhaustive reprocessing by storing previous model states and revisiting them in the future. Furthermore, we introduce a novel training objective named future W-behavior prediction to transcend the limitations of next-token prediction by forecasting a broader horizon of upcoming user behaviors. By combining it with the Same User Prediction, a contrastive learning-based objective that predicts whether different segments of behavior sequences belong to the same user, we further improve the embeddings' distinctiveness and representativeness. We conducted experiments on 8 downstream tasks using Snapchat users' behavioral logs in both static (i.e., fixed user behavior sequences) and dynamic (i.e., periodically updated user behavior sequences) settings. We demonstrate USE's superior performance over established baselines. The results underscore USE's effectiveness and efficiency in integrating historical and recent user behavior sequences into user embeddings in dynamic user modeling.

Agostina Calabrese, Leonardo Neves, Neil Shah et al.

Content moderators play a key role in keeping the conversation on social media healthy. While the high volume of content they need to judge represents a bottleneck to the moderation pipeline, no studies have explored how models could support them to make faster decisions. There is, by now, a vast body of research into detecting hate speech, sometimes explicitly motivated by a desire to help improve content moderation, but published research using real content moderators is scarce. In this work we investigate the effect of explanations on the speed of real-world moderators. Our experiments show that while generic explanations do not affect their speed and are often ignored, structured explanations lower moderators' decision making time by 7.4%.

Kelly Mack, Danielle Bragg, Meredith Ringel Morris et al.

Social media platforms support the sharing of written text, video, and audio. All of these formats may be inaccessible to people who are deaf or hard of hearing (DHH), particularly those who primarily communicate via sign language, people who we call Deaf signers. We study how Deaf signers engage with social platforms, focusing on how they share content and the barriers they face. We employ a mixed-methods approach involving seven in-depth interviews and a survey of a larger population (n = 60). We find that Deaf signers share the most in written English, despite their desire to share in sign language. We further identify key areas of difficulty in consuming content (e.g., lack of captions for spoken content in videos) and producing content (e.g., captioning signed videos, signing into a phone camera) on social media platforms. Our results both provide novel insights into social media use by Deaf signers and reinforce prior findings on DHH communication more generally, while revealing potential ways to make social media platforms more accessible to Deaf signers.