  Online social media provide multiple ways to find interesting content. One
important method is highlighting content recommended by user's friends. We
examine this process on one such site, the news aggregator Digg. With a
stochastic model of user behavior, we distinguish the effects of the content
visibility and interestingness to users. We find a wide range of interest and
distinguish stories primarily of interest to a users' friends from those of
interest to the entire user community. We show how this model predicts a
story's eventual popularity from users' early reactions to it, and estimate the
prediction reliability. This modeling framework can help evaluate alternative
design choices for displaying content on the site.
