Dynamic hashtag recommendation in social media with trend shift detection and adaptation

The widespread use of social media platforms results in the generation of vast amounts of user-generated content, which requires efficient methods for categorization and search. Hashtag recommendation systems have emerged as a crucial tool for automatically suggesting relevant hashtags and improving content discoverability. However, existing static models struggle to adapt to the highly dynamic and real-time nature of social media conversations, where new hashtags emerge and existing ones undergo semantic shifts. To address these challenges, this paper presents H-ADAPTS (Hashtag recommendAtion by Detecting and adAPting to Trend Shifts), a BERT-based hashtag recommendation methodology that can detect and adapt to shifts in the main trends and topics underlying social media conversation. Our approach introduces a trend-aware detection mechanism to identify changes in hashtag usage, triggering efficient model adaptation on a (small) set of recent posts. The framework leverages Apache Storm for real-time stream processing, enabling scalable and fault-tolerant analysis of high-velocity social data. Experimental results on two real-world case studies, including the COVID-19 pandemic and the 2020 US presidential election, demonstrate the ability to maintain high recommendation accuracy by adapting to emerging trends. Our methodology significantly outperforms existing solutions, ensuring timely and relevant hashtag recommendations in dynamic environments.