WTF: The Who to Follow Service at Twitter

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Request PDF | WTF: the who to follow service at Twitter | WTF ("Who to Follow") is Twitter's user recommendation service, which is responsible for creating millions of connections daily between users... | Find, read and cite all the research you need on ResearchGate

Paper Notes - WTF - The Who to Follow Service at Twitter

Explore Twitter's recommendation system - in-memory graph processing with Cassovary, random walks, and SALSA for user suggestions.

WTF: the who to follow service at Twitter

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Recently I’ve been thinking about a couple of... - Adam Wood

Recently I’ve been thinking about a couple of different tech-related things that sort of overlap. One is the (emerging) shape of the new social web; the other is a pull I’m feeling to try and lessen reliance on American companies.  I’ve been interested in / concerned by what became of social media for some time.1 Since the sundering of Twitter in 2022, I’ve kept an eye on the various alternatives, with particular interest in Mastodon and Bluesky. Actually, to be more accurate, my interest has been in the protocols behind those platforms: ActivityPub and AT Protocol respectively. Both have their...

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When practitioners used the term “social media” to describe the internet tools that emerged in the mid-aughts, they were giving a name to the kinds of platforms and protocols that allowed people to socialize with friends and communities of interest by using digital technologies. Twenty years later, users of social media are far more likely to scroll than post – and the content that they consume is often strategically produced and algorithmically curated. In this essay, I argue that the very essence of social media has changed. To more effectively interrogate what we are witnessing, we need to stop presuming that these tools are “social media” and begin recognizing that they are now “parasocial media.” Doing so raises new questions about digitally mediated sociality, not to mention the politics and governance of these platforms.

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Calls to decentralize feed-based social media have been driven by concerns about the concentrated power of centralized platforms and their societal impact. In response, numerous decentralized social media protocols have emerged, each interpreting “decentralization” in a different way. We analyze four such protocols (ActivityPub, AT Protocol, Nostr, and Farcaster) drawing on protocol documentation, media coverage, direct usage, and semi-structured interviews with protocol developers and experts to situate each protocol within its socio-technical goals. To support this analysis, we develop a grounded lexicon that facilitates the description and comparison of analogous components across each protocol. With it, we show how each protocol distributes control over key components differently, shaping who holds power over critical aspects such as user identity, curation, and infrastructural ownership. By examining protocols as socio-technical artifacts, we show how they prioritize different values and make distinct trade-offs, providing CSCW researchers with a lens to more effectively evaluate and design future decentralized social media systems.

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Collaborative and social computing theory, concepts and paradigms

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Since the Twitter takeover by Elon Musk over three years ago, the Open Social Web has been adopted by an enthusiastic community. People world-wide are building and using open social platforms and open social protocols to better interact with others online.

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Bluesky is a new social network built upon the AT Protocol, a decentralized foundation for public social media. It was launched in private beta in February 2023, and has grown to over 10 million registered users by October 2024. In this paper we introduce the architecture of Bluesky and the AT Protocol, and explain how the technical design of Bluesky is informed by our goals: to enable decentralization by having multiple interoperable providers for every part of the system; to make it easy for users to switch providers; to give users agency over the content they see; and to provide a simple user experience that does not burden users with complexity arising from the system's decentralized nature. The system's openness allows anybody to contribute to content moderation and community management, and we invite the research community to use Bluesky as a dataset and testing ground for new approaches in social media moderation.

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The social media ecosystem appears to be in flux. Twitter’s rebranding to X has come to symbolize a broader reorganization of online publics – political reshuffling, user attrition, and uncertainty over the role of legacy platforms. Simultaneously, the shift from text-based, networked feeds toward algorithmically curated, short-form video has accelerated, with TikTok setting the pace for the wider ecosystem [18, 14, 16]. At the same time, everyday communication increasingly migrates from large, open networks to semi-private spaces such as group chats and messaging apps. Commentators describe a digital public sphere in transition: smaller, more fragmented, less dominated by traditional social networking sites, and rise of more broadcast-oriented forms of media – with some even suggesting that we are seeing the beginning of the end of the social media era.

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