  Statistical inference using social sensors is an area that has witnessed
remarkable progress and is relevant in applications including localizing events
for targeted advertising, marketing, localization of natural disasters and
predicting sentiment of investors in financial markets. This chapter presents a
tutorial description of four important aspects of sensing-based information
diffusion in social networks from a communications/signal processing
perspective. First, diffusion models for information exchange in large scale
social networks together with social sensing via social media networks such as
Twitter is considered. Second, Bayesian social learning models and risk averse
social learning is considered with applications in finance and online
reputation systems. Third, the principle of revealed preferences arising in
micro-economics theory is used to parse datasets to determine if social sensors
are utility maximizers and then determine their utility functions. Finally, the
interaction of social sensors with YouTube channel owners is studied using time
series analysis methods. All four topics are explained in the context of actual
experimental datasets from health networks, social media and psychological
experiments. Also, algorithms are given that exploit the above models to infer
underlying events based on social sensing. The overview, insights, models and
algorithms presented in this chapter stem from recent developments in network
science, economics and signal processing. At a deeper level, this chapter
considers mean field dynamics of networks, risk averse Bayesian social learning
filtering and quickest change detection, data incest in decision making over a
directed acyclic graph of social sensors, inverse optimization problems for
utility function estimation (revealed preferences) and statistical modeling of
interacting social sensors in YouTube social networks.
