OpenCrowd: A Human-AI Collaborative Approach for Finding Social Influencers via Open-Ended Answers Aggregation

Jie Yang

Abstract:

Finding social influencers is a fundamental task in many online applications ranging from brand marketing to opinion mining. Ex- isting methods heavily rely on the availability of expert labels, whose collection is usually a laborious process even for domain experts. Using open-ended questions, crowdsourcing provides a cost-effective way to find a large number of social influencers in a short time. Individual crowd workers, however, only possess frag- mented knowledge that is often of low quality.
To tackle those issues, we present OpenCrowd, a unified Bayesian framework that seamlessly incorporates machine learning and crowdsourcing for effectively finding social influencers. To infer a set of influencers, OpenCrowd bootstraps the learning process using a small number of expert labels and then jointly learns a feature-based answer quality model and the reliability of the work- ers. Model parameters and worker reliability are updated iteratively, allowing their learning processes to benefit from each other until an agreement on the quality of the answers is reached. We derive a principled optimization algorithm based on variational inference with efficient updating rules for learning OpenCrowd parameters. Experimental results on finding social influencers in different do- mains show that our approach substantially improves the state of the art by 11.5% AUC. Moreover, we empirically show that our approach is particularly useful in finding micro-influencers, who are very directly engaged with smaller audiences.