Censuses around the world are key sources of data to guide government investments and public policies. However, these sources are very expensive to obtain and are collected relatively infrequently. Over the last decade, there has been growing interest in the use of data from social media to complement traditional data sources. However, social media users are not representative of the general population. Thus, analyses based on social media data require statistical adjustments, like post-stratification, in order to remove the bias and make solid statistical claims. These adjustments are possible only when we have information about the frequency of demographic groups using social media. These data, when compared with official statistics, enable researchers to produce appropriate statistical correction factors. In this paper, we leverage the Facebook advertising platform to compile the equivalent of an aggregate-level census of Facebook users. Our compilation includes the population distribution for seven demographic attributes such as gender and age at different geographic levels for the US. By comparing the Facebook counts with official reports provided by the US Census and Gallup, we found very high correlations, especially for political leaning and race. We also identified instances where official statistics may be underestimating population counts as in the case of immigration. We use the information collected to calculate bias correction factors for all computed attributes in order to evaluate the extent to which different demographic groups are more or less represented on Facebook. We provide the first comprehensive analysis for assessing biases in Facebook users across several dimensions. This information can be used to generate bias-adjusted population estimates and demographic counts in a timely way and at fine geographic granularity in between data releases of official statistics
We use data from the Facebook Advertisement Platform to study patterns of demographic disparities in usage of Facebook across countries. We address three main questions: (1) How does Facebook usage differ by age and by gender around the world? (2) How does the size of friendship networks vary by age and by gender? (3) What are the demographic characteristics of specific subgroups of Facebook users? We find that in countries in North America and northern Europe, patterns of Facebook usage differ little between older people and younger adults. In Asian countries, which have high levels of gender…
Migrants' assimilation is a major challenge for European societies, in part because of the sudden surge of refugees in recent years and in part because of long-term demographic trends. In this paper, we use Facebook's data for advertisers to study the levels of assimilation of Arabic-speaking migrants in Germany, as seen through the interests they express online. Our results indicate a gradient of assimilation along demographic lines, language spoken and country of origin. Given the difficulty to collect timely migration data, in particular for traits related to cultural assimilation, the meth…
Over the past decade, online social media has had a tremendous impact on the way people engage in social activism. For instance, about 26M Facebook users expressed their support in upholding the cause of marriage equality by overlaying their profile pictures with rainbow-colored filters. Similarly, hundreds of thousands of users changed their profile pictures to a black dot condemning incidents of sexual violence in India. This act of demonstrating support for social causes by changing online profile pictures is being referred to as pictivism. In this paper, we analyze the psycho-demographic p…
Lifestyle politics emerge when activities that have no substantive relevance to ideology become politically aligned and polarized. Homophily and social influence are able generate these fault lines on their own; however, social identities from demographics may serve as coordinating mechanisms through which lifestyle politics are mobilized are spread. Using a dataset of 137,661,886 observations from 299,327 Facebook interests aggregated across users of different racial/ethnic, education, age, gender, and income demographics, we find that the most extreme instances of lifestyle politics are thos…
Recent years have seen tremendous growth of many online social networks such as Facebook, LinkedIn and MySpace. People connect to each other through these networks forming large social communities providing researchers rich datasets to understand, model and predict social interactions and behaviors. New contacts in these networks can be formed either due to an individual's demographic profile such as age group, gender, geographic location or due to network's structural dynamics such as triadic closure and preferential attachment, or a combination of both demographic and structural characterist…
In the global move toward urbanization, making sure the people remaining in rural areas are not left behind in terms of development and policy considerations is a priority for governments worldwide. However, it is increasingly challenging to track important statistics concerning this sparse, geographically dispersed population, resulting in a lack of reliable, up-to-date data. In this study, we examine the usefulness of the Facebook Advertising platform, which offers a digital "census" of over two billions of its users, in measuring potential rural-urban inequalities. We focus on Italy, a coun…
We use exploratory factor analysis to investigate the online persistence of known community-level patterns of social capital variance in the U.S. context. Our analysis focuses on Facebook groups, specifically those that tend to connect users in the same local area. We investigate the relationship between established, localized measures of social capital at the county level and patterns of participation in Facebook groups in the same areas. We identify four main factors that distinguish Facebook group engagement by county. The first captures small, private groups, dense with friendship connecti…
We use aggregated data from Facebook to show that COVID-19 is more likely to spread between regions with stronger social network connections. Areas with more social ties to two early COVID-19 "hotspots" (Westchester County, NY, in the U.S. and Lodi province in Italy) generally had more confirmed COVID-19 cases by the end of March. These relationships hold after controlling for geographic distance to the hotspots as well as the population density and demographics of the regions. As the pandemic progressed in the U.S., a county's social proximity to recent COVID-19 cases and deaths predicts futu…
Recent years have seen tremendous growth of many online social networks such as Facebook, LinkedIn and MySpace. People connect to each other through these networks forming large social communities providing researchers rich datasets to understand, model and predict social interactions and behaviors. New contacts in these networks can be formed due to an individual's demographic attributes such as age group, gender, geographic location, or due to a network's structural dynamics such as triadic closure and preferential attachment, or a combination of both demographic and structural characteristi…
Targeted advertising is meant to improve the efficiency of matching advertisers to their customers. However, targeted advertising can also be abused by malicious advertisers to efficiently reach people susceptible to false stories, stoke grievances, and incite social conflict. Since targeted ads are not seen by non-targeted and non-vulnerable people, malicious ads are likely to go unreported and their effects undetected. This work examines a specific case of malicious advertising, exploring the extent to which political ads from the Russian Intelligence Research Agency (IRA) run prior to 2016 …
Opinion mining and demographic attribute inference have many applications in social science. In this paper, we propose models to infer daily joint probabilities of multiple latent attributes from Twitter data, such as political sentiment and demographic attributes. Since it is costly and time-consuming to annotate data for traditional supervised classification, we instead propose scalable Learning from Label Proportions (LLP) models for demographic and opinion inference using U.S. Census, national and state political polls, and Cook partisan voting index as population level data. In LLP classi…
While many people use social network sites to connect with friends and family, some feel that their use is problematic, seriously affecting their sleep, work, or life. Pairing a survey of 20,000 Facebook users measuring perceptions of problematic use with behavioral and demographic data, we examined Facebook activities associated with problematic use as well as the kinds of people most likely to experience it. People who feel their use is problematic are more likely to be younger, male, and going through a major life event such as a breakup. They spend more time on the platform, particularly a…
We study the structure of the social graph of active Facebook users, the largest social network ever analyzed. We compute numerous features of the graph including the number of users and friendships, the degree distribution, path lengths, clustering, and mixing patterns. Our results center around three main observations. First, we characterize the global structure of the graph, determining that the social network is nearly fully connected, with 99.91% of individuals belonging to a single large connected component, and we confirm the "six degrees of separation" phenomenon on a global scale. Sec…
Social networks offer convenient ways to seamlessly reach out to large audiences. In particular, Facebook pages are increasingly used by businesses, brands, and organizations to connect with multitudes of users worldwide. As the number of likes of a page has become a de-facto measure of its popularity and profitability, an underground market of services artificially inflating page likes, aka like farms, has emerged alongside Facebook's official targeted advertising platform. Nonetheless, there is little work that systematically analyzes Facebook pages' promotion methods. Aiming to fill this ga…
The social connections people form online affect the quality of information they receive and their online experience. Although a host of socioeconomic and cognitive factors were implicated in the formation of offline social ties, few of them have been empirically validated, particularly in an online setting. In this study, we analyze a large corpus of geo-referenced messages, or tweets, posted by social media users from a major US metropolitan area. We linked these tweets to US Census data through their locations. This allowed us to measure emotions expressed in the tweets posted from an area,…
China's demographic changes have important global economic and geopolitical implications. Yet, our understanding of such transitions at the micro-spatial scale remains limited due to spatial inconsistency of the census data caused by administrative boundary adjustments. To fill this gap, we manually collected and built a population census panel from 2010 to 2020 at both the county and prefectural-city levels. We show that the massive internal migration drives China's increasing population concentration and regional disparity, resulting in severe population aging in shrinking cities and increas…
Evaluation of A National Digitally-Enabled Health Promotion Campaign for Mental Health Awareness using Social Media Platforms Tik Tok, Facebook, Instagram, and YouTube
Recently, numerous approaches have emerged in the social sciences to exploit the opportunities made possible by the vast amounts of data generated by online social networks (OSNs). Having access to information about users on such a scale opens up a range of possibilities, all without the limitations associated with often slow and expensive paper-based polls. A question that remains to be satisfactorily addressed, however, is how demography is represented in the OSN content? Here, we study language use in the US using a corpus of text compiled from over half a billion geo-tagged messages from t…
Trust facilitates cooperation and supports positive outcomes in social groups, including member satisfaction, information sharing, and task performance. Extensive prior research has examined individuals' general propensity to trust, as well as the factors that contribute to their trust in specific groups. Here, we build on past work to present a comprehensive framework for predicting trust in groups. By surveying 6,383 Facebook Groups users about their trust attitudes and examining aggregated behavioral and demographic data for these individuals, we show that (1) an individual's propensity to …
The social role of a participant in a social system is a label conceptualizing the circumstances under which she interacts within it. They may be used as a theoretical tool that explains why and how users participate in an online social system. Social role analysis also serves practical purposes, such as reducing the structure of complex systems to rela- tionships among roles rather than alters, and enabling a comparison of social systems that emerge in similar contexts. This article presents a data-driven approach for the discovery of social roles in large scale social systems. Motivated by a…
Many data analysis problems rely on dynamic networks, such as social or communication network analyses. Providing a scalable overview of long sequences of such dynamic networks remains challenging due to the underlying large-scale data containing elusive topological changes. We propose two complementary pixel-based visualizations, which reflect occurrences of selected sub-networks (motifs) and provide a time-scalable overview of dynamic networks: a network-level census (motif significance profiles) linked with a node-level sub-network metric (graphlet degree vectors) views to reveal structural…
An increasing portion of modern socializing takes place via online social networks. Members of these communities often play distinct roles that can be deduced from observations of users' online activities. One such activity is the sharing of multimedia, the popularity of which can vary dramatically. Here we discuss our initial analysis of anonymized, scraped data from consenting Facebook users, together with associated demographic and psychological profiles. We present five clusters of users with common observed online behaviors, where these users also show correlated profile characteristics. …
Previous work has found strong links between the choice of social media images and users' emotions, demographics and personality traits. In this study, we examine which attributes of profile and posted images are associated with depression and anxiety of Twitter users. We used a sample of 28,749 Facebook users to build a language prediction model of survey-reported depression and anxiety, and validated it on Twitter on a sample of 887 users who had taken anxiety and depression surveys. We then applied it to a different set of 4,132 Twitter users to impute language-based depression and anxiety …
Opinion polls mediated through a social network can give us, in addition to usual demographics data like age, gender and geographic location, a friendship structure between voters and the temporal dynamics of their activity during the voting process. Using a Facebook application we collected friendship relationships, demographics and votes of over ten thousand users on the referendum on the definition of marriage in Croatia held on 1st of December 2013. We also collected data on online news articles mentioning our application. Publication of these articles align closely with large peaks of vot…
