Characterization of Cross-posting Activity for Professional Users Across Major OSNs

Online Social Networks (OSNs) are being intensively used by professional users (e.g., companies, politician, athletes, celebrities, etc) in order to interact with a huge amount of regular OSN users with different purposes (marketing campaigns, customer feedback, public reputation, etc). Hence, due to the large catalog of existing OSNs, professional users usually count with OSN accounts in different systems. In this context an interesting question is whether professional users publish the same information across their OSN accounts, or actually they use different OSNs in a different manner. We define as cross-posting activity the action of publishing the same information in two or more OSNs. In this paper we aim at characterizing the cross-posting activity of professional OSN users across three major OSNs, Facebook, Twitter and Google+. To achieve this goal we perform a large-scale measurement-based analysis across more than 2M posts collected from 616 professional users with active accounts in the three referred OSNs.