Rolling through tumblr: characterizing behavioral patterns of the microblogging platform

Tumblr, a microblogging platform and social media website, has been gaining popularity over the past few years. Despite its success, little has been studied on the human behavior and interaction on this platform. This is important as it sheds light on the driving force behind Tumblr's growth. In this work, we present a quantitative study of Tumblr based on the complete data coverage for four consecutive months consisting of 23.2 million users and 10.2 billion posts. We first explore various attributes of users, posts, and tags in detail and extract behavioral patterns based on the user generated content. We then construct a massive reblog network based on the primary user interactions on Tumblr and present findings on analyzing its topological structure and properties. Finally, we show substantial results on providing location-specific usage patterns from Tumblr, despite no built-in support for geo-tagging or user location functionality. Essentially this is done by conducting a large-scale user alignment with a different social media platform (e.g., Twitter) and subsequently propagating geo-information across platforms. To the best of our knowledge, this work is the first attempt to carry out large-scale measurement-driven analysis on Tumblr.