Universality, criticality and complexity of information propagation in social media

Statistical laws of information avalanches in social media appear, at least according to existing empirical studies, not robust across systems. As a consequence, radically different processes may represent plausible driving mechanisms for information propagation. Here, we analyze almost one billion time-stamped events collected from several online platforms – including Telegram, Twitter and Weibo – over observation windows longer than ten years, and show that the propagation of information in social media is a universal and critical process. Universality arises from the observation of identical macroscopic patterns across platforms, irrespective of the details of the specific system at hand. Critical behavior is deduced from the power-law distributions, and corresponding hyperscaling relations, characterizing size and duration of avalanches of information. Statistical testing on our data indicates that a mixture of simple and complex contagion characterizes the propagation of information in social media. Data suggest that the complexity of the process is correlated with the semantic content of the information that is propagated. The authors identify characteristic patterns that describe the propagation of information in online social media platforms. They show that, depending on the topic, the information flows can spread as simple or complex contagion processes, operating at a critical regime.