For many users on social networks, one of the goals when broadcasting content is to reach a large audience. The probability of receiving reactions to a message differs for each user and depends on various factors, such as location, daily and weekly behavior patterns and the visibility of the message. While previous work has focused on overall network dynamics and message flow cascades, the problem of recommending personalized posting times has remained an under-explored topic of research.

Millions of people use social networks everyday to talk about a variety of subjects, publish opinions and share information. Understanding this data to infer user's topical interests is a challenging problem with applications in various data-powered products. In this paper, we present 'LASTA' (Large Scale Topic Assignment), a full production system used at Klout, Inc., which mines topical interests from five social networks and assigns over 10,000 topics to hundreds of millions of users on a daily basis. The system continuously collects streams of user data and is reactive to fresh information, updating topics for users as interests shift. LASTA generates over 50 distinct features derived from signals such as user generated posts and profiles, user reactions such as comments and retweets, user attributions such as lists, tags and endorsements, as well as signals based on social graph connections. We show that using this diverse set of features leads to a better representation of a user's topical interests as compared to using only generated text or only graph based features. We also show that using cross-network information for a user leads to a more complete and accurate understanding of the user's topics, as compared to using any single network. We evaluate LASTA's topic assignment system on an internal labeled corpus of 32,264 user-topic labels generated from real users.

—A relevant feature of online social networks like Facebook is the scope for users to share external information from the web with their friends by sharing an URL. The phenomenon of sharing has bridged the web graph with the social network graph and the shared knowledge in ego networks

A user profile on an online social network is characterized by its profile entries (keywords). In this paper, we study the relationship between semantic similarity of user keywords and the social network topology. First, we present a 'forest' model to categorize keywords and define the notion of distance between keywords across multiple categorization trees (i.e., a forest). Second, we use the keyword distance to define similarity functions between a pair of users and show how social network topology can be modeled accordingly. Third, we validate our social network topology model, using a simulated social graph, against a real life social graph dataset.