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21 commercial advertising, in political campaigning, and ultimately to society. In fact, a number of research efforts [42,43,66,72,137,158] have proposed viral marketing campaigns to leverage the word-of-mouth effect. In 2007 alone, $1.2 billion was spent on advertisement in online social networks worldwide, and this is expected to triple by 2011 [147]. Understanding how information flows among users of online com- munities is an important step toward the design and analysis of future information dissemination systems. Understanding how information flows in online social networks can also aid design- ers of current social networking systems. If, for example, one can predict the relative popularity of newly introduced objects, caching and pre-fetching schemes can be cre- ated to reduce the latency and bandwidth required by the site. Since many of the currently popular sites rely primarily on advertising for revenue, reducing distribution costs for multimedia content is clearly a pressing issue. Understanding how content flows through social networks also has the potential to improve search algorithms. By examining the content that users view or mark as a favorite, sites may be able to suggest other content that may be of interest to the user. Many have noted [10] that the age of the Internet has enabled much greater diversity in preferences and tastes; using online social networks appears to be a natural approach to further discover and refine tastes. Finally, understanding how content is exchanged in online social networks can help guide the designers of future systems. Social networks have already proven to bePDF Image | Online Social Networks: Measurement, Analysis, and Applications to Distributed Information Systems
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