How people behave in a social network is somewhat mysterious, in the same way we can predict a presidential election with unprecedented accuracy but we can't predict how one person among the six percent of America that chooses a president will vote.
Decision-making often involves a confluence of opinions, decisions and behaviors of individuals influenced by their online networks, the same way they used to be shaped by their real-life networks.
A recent project set out to apply some math to help find some answers.
Ripple across social networks. Image credit: Laurel Papworth. Creative Commons