Searching for superspreaders of information in real-world social media

A number of predictors have been suggested to detect the most influential spreaders of information in online social media across various domains such as Twitter or Facebook. In particular, degree, PageRank, k-core and other centralities have been adopted to rank the spreading capability of users in information dissemination media. So far, validation of the proposed predictors has been done by simulating the spreading dynamics rather than following real information flow in social networks. Consequently, only model-dependent contradictory results have been achieved so far for the best predictor. Here, we address this issue directly. We search for influential spreaders by following the real spreading dynamics in a wide range of networks. We find that the widely-used degree and PageRank fail in ranking users' influence. We find that the best spreaders are consistently located in the k-core across dissimilar social platforms such as Twitter, Facebook, Livejournal and scientific publishing in the American Physical Society. Furthermore, when the complete global network structure is unavailable, we find that the sum of the nearest neighbors' degree is a reliable local proxy for user's influence. Our analysis provides practical instructions for optimal design of strategies for "viral" information dissemination in relevant applications.Comment: 12 pages, 7 figure

Global adaptation in networks of selfish components: emergent associative memory at the system scale

In some circumstances complex adaptive systems composed of numerous self-interested agents can self-organise into structures that enhance global adaptation, efficiency or function. However, the general conditions for such an outcome are poorly understood and present a fundamental open question for domains as varied as ecology, sociology, economics, organismic biology and technological infrastructure design. In contrast, sufficient conditions for artificial neural networks to form structures that perform collective computational processes such as associative memory/recall, classification, generalisation and optimisation, are well-understood. Such global functions within a single agent or organism are not wholly surprising since the mechanisms (e.g. Hebbian learning) that create these neural organisations may be selected for this purpose, but agents in a multi-agent system have no obvious reason to adhere to such a structuring protocol or produce such global behaviours when acting from individual self-interest. However, Hebbian learning is actually a very simple and fully-distributed habituation or positive feedback principle. Here we show that when self-interested agents can modify how they are affected by other agents (e.g. when they can influence which other agents they interact with) then, in adapting these inter-agent relationships to maximise their own utility, they will necessarily alter them in a manner homologous with Hebbian learning. Multi-agent systems with adaptable relationships will thereby exhibit the same system-level behaviours as neural networks under Hebbian learning. For example, improved global efficiency in multi-agent systems can be explained by the inherent ability of associative memory to generalise by idealising stored patterns and/or creating new combinations of sub-patterns. Thus distributed multi-agent systems can spontaneously exhibit adaptive global behaviours in the same sense, and by the same mechanism, as the organisational principles familiar in connectionist models of organismic learning

The Dynamics of Multi-Modal Networks

The widespread study of networks in diverse domains, including social, technological, and scientific settings, has increased the interest in statistical and machine learning techniques for network analysis. Many of these networks are complex, involving more than one kind of entity, and multiple relationship types, both changing over time. While there have been many network analysis methods proposed for problems such as network evolution, community detection, information diffusion and opinion leader identification, the majority of these methods assume a single entity type, a single edge type and often no temporal dynamics. One of the main shortcomings of these traditional techniques is their inadequacy for capturing higher-order dependencies often present in real, complex networks. To address these shortcomings, I focus on analysis and inference in dynamic, multi-modal, multi-relational networks, containing multiple entity types (such as people, social groups, organizations, locations, etc.), and different relationship types (such as friendship, membership, affiliation, etc.). An example from social network theory is a network describing users, organizations and interest groups, where users have different types of ties among each other, such as friendship, family ties, etc., as well as affiliation and membership links with organizations and interest groups. By considering the complex structure of these networks rather than limiting the analysis to a single entity or relationship type, I show how we can build richer predictive models that provide better understanding of the network dynamics, and thus result in better quality predictions. In the first part of my dissertation, I address the problems of network evolution and clustering. For network evolution, I describe methods for modeling the interactions between different modalities, and propose a co-evolution model for social and affiliation networks. I then move to the problem of network clustering, where I propose a novel algorithm for clustering multi-modal, multi-relational data. The second part of my dissertation focuses on the temporal dynamics of interactions in complex networks, from both user-level and network-level perspectives. For the user-centric approach, I analyze the dynamics of user relationships with other entity types, proposing a measure of the "loyalty" a user shows for a given group or topic, based on her temporal interaction pattern. I then move to macroscopic-level approaches for analyzing the dynamic processes that occur on a network scale. I propose a new differential adaptive diffusion model for incorporating diversity and trust in the process of information diffusion on multi-modal, multi-relational networks. I also discuss the implications of the proposed diffusion model on designing new strategies for viral marketing and influential detection. I validate all the proposed methods on several real-world networks from multiple domains

The diminishing role of hubs in dynamical processes on complex networks

It is notoriously difficult to predict the behaviour of a complex self-organizing system, where the interactions among dynamical units form a heterogeneous topology. Even if the dynamics of each microscopic unit is known, a real understanding of their contributions to the macroscopic system behaviour is still lacking. Here we develop information-theoretical methods to distinguish the contribution of each individual unit to the collective out-of-equilibrium dynamics. We show that for a system of units connected by a network of interaction potentials with an arbitrary degree distribution, highly connected units have less impact on the system dynamics as compared to intermediately connected units. In an equilibrium setting, the hubs are often found to dictate the long-term behaviour. However, we find both analytically and experimentally that the instantaneous states of these units have a short-lasting effect on the state trajectory of the entire system. We present qualitative evidence of this phenomenon from empirical findings about a social network of product recommendations, a protein-protein interaction network, and a neural network, suggesting that it might indeed be a widespread property in nature.Comment: Published versio

Anatomy of Viral Social Media Events

Discussion topics go sometimes viral in social media without a seemingly coherent pattern. Existing literature shows these discussions can reach a very high level, but, notably, they prevail to varying degrees. This paper investigates the anatomy of viral social media events using a dataset of 960 viral social media discussion topics that have been identified by an algorithm from a variety of social media sources over two years’ time. A negative binomial regression shows that the average daily amount and the relative change in the daily amount of social media platforms at which the event has been discussed has a positive effect on the duration of the event. Average or relative amount of posts or authors has no or very little effect on event duration. The results suggest that viral social media events last longer when people using different social media platforms get exposed to them. This finding contributes to the literature on social media events, virality, and information diffusion.Peer reviewe