Navigation Links
Location determines social network influence, CCNY-led team finds
Date:8/29/2010

A team of researchers led by Dr. Hernn Makse, professor of physics at The City College of New York (CCNY), has shed new light on the way that information and infectious diseases proliferate across complex networks. Writing in Nature Physics, they report that, contrary to conventional wisdom, persons with the most connections are not necessarily the best spreaders.

"The important thing is where someone is located in a network," said Professor Makse in an interview. "If someone is in the core, they can spread information more efficiently. The challenge is finding the core."

That kind of information could help marketers and public relations practitioners conduct more effective of social media and social marketing campaigns. It could also help epidemiologists target resources to reduce the spread of infectious diseases.

To identify the core, Professor Makse and colleagues used a technique call k-shell decomposition. In this process, network nodes with just one link are removed until no single-link nodes remain. The remaining nodes are assigned a k-shell value of one. The process is repeated with higher k-shell values assigned to remaining nodes after each round of cuts. Those nodes that cannot be reduced to a single link are identified as the core of the network and have the highest k-shell values.

In the study, the researchers examined four networks representing archetypical examples of social structures: members of LiveJournal.com; email contacts in the computer science department at University College London; inpatients of Swedish hospitals, and adult film actors. The latter group was studied because it is a distinct subgroup of the acting profession whose members rarely appear in other genres, Professor Makse explained.

Each network member's position in that network was plotted on a graph with the number of connections along one axis and the k-shell value along the other, e.g. (100, 5), (50, 25). The team found that nodes with many connection hubs located at the periphery of a network, i.e. low k-shell values, were poor spreaders.

However, nodes with fewer connections but locations near the core, i.e. high k-shell values, were just as likely to spread information or infections as similarly situated nodes with more connections. Hence, they conclude the most efficient spreaders are located in a network's inner core.

"In the case of LiveJournal, someone with a thousand friends but a low k-shell level will have less impact than someone with a hundred friends but a high k-shell level," Professor Makse said. "Small players and big players spread just as well if they are at the core of the network.

For the spread of disease, nodes located in high k-shell layers are more likely to be infected and they will be infected sooner than other nodes, the researchers found. "The neighborhood of these nodes makes them more efficient in sustaining an infection in early stages, thus enabling the epidemic to reach a critical mass such that it can fully develop."

This knowledge could greatly help public health officials trying to head off an epidemic in situations where limited quantities of vaccines are available, Professor Makse said. "You try to identify the most likely spreaders and vaccinate them first."

The researchers explained the existence of hubs at the periphery of real networks as a consequence of their "rich topological structure. In a fully random network, all hubs would exist near or at the core and they would contribute equally well to spreading.

While high k-shell value nodes were found to be the best single spreaders, regardless of their connectivity, this did not necessarily hold up for situations involving multiple spreaders. In those cases, connectivity between hubs did not accelerate the spreading because of the overlap of infected areas created by the different spreaders.

"The better spreading strategy using (multiple) spreaders is to choose either the highest k or k-shell nodes with the requirement that no two spreaders are directly linked to each other," the researchers wrote.


'/>"/>

Contact: Ellis Simon
esimon@ccny.cuny.edu
212-650-6460
City College of New York
Source:Eurekalert

Related medicine news :

1. Web-Based Portal Provides Advertisers Access To 25,000 Pharmacy Locations
2. Surviving Cardiac Arrest Depends on Your Location
3. Leading Colocation Provider C4L Signs 2M Deal with Telecitygroup
4. UniqueU Medical Weight Loss Success Requires an Expansion and Move to a Larger Location
5. NIH study confirms location of stem cells near cartilage-rich regions in bones
6. Mosquito Squad Opens New Location in Marietta, Georgia
7. Clifford Power Systems, Inc. Celebrates 25th Anniversary with 7th location in Little Rock, Arkansas
8. Infant Swimming Resource Now Has 11 Self-RescueTM Swimming Locations in Hawaii
9. 100th Massage Envy Spa Location Opens in Minnesota
10. Central Illinois Electronic Health Records Summit Coming in April; Medical Conference Offered In Three Central Illinois Locations
11. Rutgers University Offers Fundamentals of Finance and Accounting Workshop at Mount Laurel, New Jersey Location Aimed at Non-Financial Managers
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:5/25/2016)... ... 2016 , ... HealthPostures , a national ergonomics manufacturer ... at the American Society of Safety Engineers Conference in Atlanta, Georgia. The four-day ... speakers and exhibitors from more than 40 countries are scheduled to appear at ...
(Date:5/25/2016)... (PRWEB) , ... May 25, 2016 , ... ... due to popular demand for minimally invasive, endoscopic spine surgeries in the Montgomery ... will begin seeing patients in the Germantown office of American Spine every Monday. ...
(Date:5/24/2016)... ... May 24, 2016 , ... Sterling Global Products is launching a Kickstarter ... refillable hanging wipe dispenser. The campaign kick-off video is located via this link ... 2016. The goal is to raise $1,000 per day for a total of $25,000. ...
(Date:5/24/2016)... Milwaukee, WI (PRWEB) , ... May 24, 2016 ... ... has announced that Rudolfo (Rudy) Cifolelli has joined the company as Vice President ... and the development of U.S. and international sales in the rapidly expanding field ...
(Date:5/24/2016)... ... May 24, 2016 , ... Fire Door Solutions, headquartered in ... from start to finish, for Life Safety compliance. These expanded services include ... by the Joint Commission, and fire stopping reviews, inspections, and repairs. Clients ...
Breaking Medicine News(10 mins):
(Date:5/25/2016)... CAMBRIDGE, England , May 25, 2016 /PRNewswire/ ... genomics company employing the precision of circulating tumour ... oncology, today announces the appointment of Professor ... will provide medical leadership across the clinical development ... that Inivata,s products help deliver significant improvements in ...
(Date:5/24/2016)... , May 24, 2016 ... beide primären Endpunkte und ... Überlegenheit in ‚ausgezeichneter plus guter ... Colons    ,      (Logo: ... gab heute neue positive Daten von der MORA-Studie ...
(Date:5/24/2016)... , May 24, 2016  NxStage Medical, Inc. (Nasdaq: ... focused on advancing renal care, today announced that ... participate in the following schedule of investor conferences. Where ... available at http://ir.nxstage.com/ .   ... Healthcare Conference NY, NY           Friday, June 10, 2016 ...
Breaking Medicine Technology: