Why Rumors Spread Fast in Social Networks

Understanding structural and algorithmic properties of complex networks is an important task, not least because of the huge impact of the internet. Our focus is to analyze how news spreads in social networks. We simulate a simple information spreading process in different network topologies and demonstrate that news spreads much faster in existing social network topologies. We support this finding by analyzing information spreading in the mathematically defined preferential attachment network topology, which is a common model for real-world networks. We prove that here a sublogarithmic time suffices to spread a news to all nodes of the network. All previously studied network topologies need at least a logarithmic time. Surprisingly, we observe that nodes with few neighbors are crucial for the fast dissemination. Social networks like Facebook and Twitter are reshaping the way people take collective actions. They have played a crucial role in the recent uprisings of the ‘Arab Spring’ and the ‘London riots’. It has been argued that the ‘instantaneous nature’ of these networks influenced the speed at which the events were unfolding [4]. It is quite remarkable that social networks spread news so fast. Both the structure of social networks and the process that distributes the news are not designed with this purpose in mind. On the contrary, they are not designed at all, but have evolved in a random and decentralized manner. So is our view correct that social networks ease the spread of information (“rumors”), and if so, what particular properties of social networks are the reason for this? To answer these questions, we simulate a simple rumor spreading process on several graphs having the structure of existing large social networks. We see, for example, that a rumor started at a random node of the Twitter network in average reaches 45.6 million of the total of 51.2 million members within only eight rounds of communication. We also analyze this process on an abstract model of social networks, the so-called preferential attachment graphs introduced by Barabási and Albert [3]. In [17], we obtain a mathematical proof that rumors in such networks spread much faster than in many other network topologies—even faster than in networks having a communication link between any two nodes (complete graphs). As an explanation, we observe that nodes of small degree build a short-cut between those having large degree (hubs), which due to their large number of possible communication partners less often talk to each other directly.