Discovering Temporal Retweeting Patterns for Social Media Marketing Campaigns


Social media has become one of the most popular marketing channels for many companies, which aims at maximizing their influence by various marketing campaigns conducted from their official accounts on social networks. However, most of these marketing accounts merely focus on the contents of their tweets. Less effort has been made on understanding tweeting time, which is a major contributing factor in terms of attracting customers' attention and maximizing the influence of a social marketing campaign. To that end, in this paper, we provide a focused study of temporal retweeting patterns and their influence on social media marketing campaigns. Specifically, we investigate the users' retweeting patterns by modeling their retweeting behaviors as a generative process, which considers temporal, social, and topical factors. Moreover, we validate the predictive power of the model on the dataset collected from Sina Weibo, the most popular micro blog platform in China. By discovering the temporal retweeting patterns, we analyze the temporal popular topics and recommend tweets to users in a time-aware manner. Finally, experimental results show that the proposed algorithm outperforms other baseline methods. This model is applicable for companies to conduct their marketing campaigns at the right time on social media.

Meeting Name

2014 IEEE International Conference on Data Mining, ICDM 2014 (2014: Dec. 14-17, Shenzhen, China)


Computer Science


The work was partly supported by the MOE Project of Key Research Institute of Humanities and Social Sciences at Universities(12JJD630001), the National Natural Science Foundation of China (71110107027, 71028002), and Tsinghua University Initiative Scientific Research Program (20101081741).

Keywords and Phrases

Commerce; Data mining; Economic and social effects; Social networking (online); Baseline methods; Contributing factor; Generative process; Marketing campaign; Marketing channels; Predictive power; Social marketings; Social media marketings; Marketing

International Standard Book Number (ISBN)


International Standard Serial Number (ISSN)

1550-4786; 2374-8486

Document Type

Article - Conference proceedings

Document Version


File Type





© 2014 Institute of Electrical and Electronics Engineers (IEEE), All rights reserved.

Publication Date

01 Dec 2014