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Towards Understanding the Social Characteristic of YouKu: Measurement and Analysis

Online Social networking services are among the most popular sites and become the fast-growing business in the Internet. In-depth understanding the social characteristic of these networks can serve to optimize current systems, to design future social network based systems, and to eventually exploit the user base for commercial purposes. In this paper, we present a large-scale measurement study and analysis on the social structure of YouKu. Our results validate the power-law, small-world and clustering coefficient properties, present the correlation and difference among four centrality properties. Finally we discuss the utilization of these structural properties for the commercial purposes.