Many applications that process social data, such as tweets, must extract entities from tweets (e.g., "Obama" and "Hawaii" in "Obama went to Hawaii"), link them to entities in a knowledge base (e.g., Wikipedia), classify tweets into a set of predefined topics, and assign descriptive tags to tweets. Few solutions exist today to solve these problems for social data, and they are limited in important ways. Further, even though several industrial systems such as OpenCalais have been deployed to solve these problems for text data, little if any has been published about them, and it is unclear if any of the systems has been tailored for social media. In this paper we describe in depth an end-to-end industrial system that solves these problems for social data. The system has been developed and used heavily in the past three years, first at Kosmix, a startup, and later at Wal-martLabs. We show how our system uses a Wikipedia-based global "real-time" knowledge base that is well suited for social data, how we interleave the tasks in a synergistic fashion, how we generate and use contexts and social signals to improve task accuracy, and how we scale the system to the entire Twitter firehose. We describe experiments that show that our system outperforms current approaches. Finally we describe applications of the system at Kosmix and WalmartLabs, and lessons learned.

A knowledge base (KB) contains a set of concepts, instances, and relationships. Over the past decade, numerous KBs have been built, and used to power a growing array of applications. Despite this flurry of activities, however, surprisingly little has been published about the end-to-end process of building, maintaining, and using such KBs in industry. In this paper we describe such a process. In particular, we describe how we build, update, and curate a large KB at Kosmix, a Bay Area startup, and later at WalmartLabs, a development and research lab of Walmart. We discuss how we use this KB to power a range of applications, including query understanding, Deep Web search, in-context advertising, event monitoring in social media, product search, social gifting, and social mining. Finally, we discuss how the KB team is organized, and the lessons learned. Our goal with this paper is to provide a real-world case study, and to contribute to the emerging direction of building, maintaining, and using knowledge bases for data management applications.

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