the most influential spreaders in social networks are not whom you might think…

via @doriantaylor

The study of social networks has thrown up more than a few surprises over the years. It’s easy to imagine that because the links that form between various individuals in a society are not governed by any overarching rules, they must have a random structure. So the discovery in the 1980s that social networks are very different came as something of a surprise. In a social network, most nodes are not linked to each other but can easily be reached by a small number of steps. This is the so-called small worlds network.

Today, there’s another surprise in store for network connoisseurs courtesy of Maksim Kitsak at Boston University and various buddies. One of the important observations from these networks is that certain individuals are much better connected than others. These so-called hubs ought to play a correspondingly greater role in the way information and viruses spread through society.

In fact, no small effort has gone into identifying these individuals and exploiting them to either spread information more effectively or prevent them from spreading disease.

The importance of hubs may have been overstated, say Kitsak and pals. “In contrast to common belief, the most influential spreaders in a social network do not correspond to the best connected people or to the most central people,” they say.

At first glance this seems somewhat counterintuitive but on reflection it makes perfect sense. Kitsak and co point out that there are various sceanrios in which well connected hubs have little influence over the spread of infromation. “For example, if a hub exists at the end of a branch at the periphery of a network, it will have a minimal impact in the spreading process through the core of the network.”

Comments
3 Responses to “the most influential spreaders in social networks are not whom you might think…”
  1. timkastelle disse:

    Interesting post Renata. This is becoming a fairly widespread finding in the network research (see here http://bit.ly/6iA5I6)

  2. Jorge Barba disse:

    Hello Renata, The truth is we don’t really know specifically from where an idea/trend will spread from, we only know that the weakest links (the people we never think of) have higher spreading power than the strongest links.Here’s some research from Wharton that touches on the same subject http://knowledge.wharton.upenn.edu/article.cfm?articleid=2170

  3. . disse:

    hey there, thanks for the comments and links! i guess we still have a lot to learn in terms of network dynamics. we really do not know enough right now.

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