  Events in an online social network can be categorized roughly into endogenous
events, where users just respond to the actions of their neighbors within the
network, or exogenous events, where users take actions due to drives external
to the network. How much external drive should be provided to each user, such
that the network activity can be steered towards a target state? In this paper,
we model social events using multivariate Hawkes processes, which can capture
both endogenous and exogenous event intensities, and derive a time dependent
linear relation between the intensity of exogenous events and the overall
network activity. Exploiting this connection, we develop a convex optimization
framework for determining the required level of external drive in order for the
network to reach a desired activity level. We experimented with event data
gathered from Twitter, and show that our method can steer the activity of the
network more accurately than alternatives.
