Researchers from Carnegie Mellon University say they have developed an open source algorithm that can help spot social media frauds trying to sway valuable community influence.
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“Given the rise in popularity of social networks and other web services in recent years, fraudsters have strong incentives to manipulate these services. On several shady websites, anyone can buy fake Facebook page-likes or Twitter followers by the thousands. Yelp, Amazon and TripAdvisor fake reviews are also available for sale, misleading consumers about restaurants, hotels, and other services and products. Detecting and neutralizing these actions is important for companies and consumers alike,” the researchers wrote in a paper outlining their algorithm known as FRAUDAR.
According to Carnegie Mellon researchers the new algorithm makes it possible to see through camouflage fraudsters use to make themselves look legitimate.
According to Christos Faloutsos, professor of machine learning and computer at Carnegie Mellon the state-of-the-art for detecting fraudsters, with tools such as NetProbe, is to find a pattern known as a “bipartite core.” These are groups of users who have many transactions with members of a second group, but no transactions with each other. This suggests a group of fraudsters, whose only purpose is to inflate the reputations of others by following them, by having fake interactions with them, or by posting flattering or unflattering reviews of products and businesses, he said in a statement.
But fraudsters have learned to camouflage themselves. They link their fraudulent accounts with popular sites or celebrities, or they use legitimate user accounts they have hijacked. In either case, they try to look “normal,” Faloutsos said.
FRAUDAR can prune away this camouflage Faloutsos said. “Essentially, the algorithm begins by finding accounts that it can confidently identify as legitimate — accounts that may follow a few random people, those that post only an occasional review and those that otherwise have normal behaviors. This pruning occurs repeatedly and rapidly. As these legitimate accounts are eliminated, so is the camouflage the fraudsters rely upon. This makes bipartite cores easier to spot.”
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