Pre-trained language models (PLMs) are fundamental for natural language processing applications. Most existing PLMs are not tailored to the noisy user-generated text on social media, and the pre-training does not factor in the valuable social engagement logs available in a social network. We present TwHIN-BERT, a multilingual language model productionized at Twitter, trained on in-domain data from the popular social network. TwHIN-BERT differs from prior pre-trained language models as it is trained with not only text-based self-supervision, but also with a social objective based on the rich social engagements within a Twitter heterogeneous information network (TwHIN). Our model is trained on 7 billion tweets covering over 100 distinct languages, providing a valuable representation to model short, noisy, user-generated text. We evaluate our model on various multilingual social recommendation and semantic understanding tasks and demonstrate significant metric improvement over established pre-trained language models. We open-source TwHIN-BERT and our curated hashtag prediction and social engagement benchmark datasets to the research community.

User-generated social media data is constantly changing as new trends influence online discussion and personal information is deleted due to privacy concerns. However, most current NLP models are static and rely on fixed training data, which means they are unable to adapt to temporal change -- both test distribution shift and deleted training data -- without frequent, costly re-training. In this paper, we study temporal adaptation through the task of longitudinal hashtag prediction and propose a non-parametric dense retrieval technique, which does not require re-training, as a simple but effective solution. In experiments on a newly collected, publicly available, year-long Twitter dataset exhibiting temporal distribution shift, our method improves by 64.12% over the best parametric baseline without any of its costly gradient-based updating. Our dense retrieval approach is also particularly well-suited to dynamically deleted user data in line with data privacy laws, with negligible computational cost and performance loss.