  We study the optimal control problem of allocating campaigning resources over
the campaign duration and degree classes in a social network. Information
diffusion is modeled as a Susceptible-Infected epidemic and direct recruitment
of susceptible nodes to the infected (informed) class is used as a strategy to
accelerate the spread of information. We formulate an optimal control problem
for optimizing a net reward function, a linear combination of the reward due to
information spread and cost due to application of controls. The time varying
resource allocation and seeds for the epidemic are jointly optimized. A problem
variation includes a fixed budget constraint. We prove the existence of a
solution for the optimal control problem, provide conditions for uniqueness of
the solution, and prove some structural results for the controls (e.g. controls
are non-increasing functions of time). The solution technique uses Pontryagin's
Maximum Principle and the forward-backward sweep algorithm (and its
modifications) for numerical computations. Our formulations lead to large
optimality systems with up to about 200 differential equations and allow us to
study the effect of network topology (Erdos-Renyi/scale-free) on the controls.
Results reveal that the allocation of campaigning resources to various degree
classes depends not only on the network topology but also on system parameters
such as cost/abundance of resources. The optimal strategies lead to significant
gains over heuristic strategies for various model parameters. Our modeling
approach assumes uncorrelated network, however, we find the approach useful for
real networks as well. This work is useful in product advertising, political
and crowdfunding campaigns in social networks.
