# [link] Large Social Networks can be Targeted for Viral Marketing with Small Seed Sets

Large Social Networks can be Targeted for Viral Marketing with Small Seed Sets

It shows how easy a population can be influenced if control over a small sub-set exists.

A key problem for viral marketers is to determine an initial "seed" set [<1% of total size] in a network such that if given a property then the entire network adopts the behavior. Here we introduce a method for quickly finding seed sets that scales to very large networks. Our approach finds a set of nodes that guarantees spreading to the entire network under the tipping model. After experimentally evaluating 31 real-world networks, we found that our approach often finds such sets that are several orders of magnitude smaller than the population size. Our approach also scales well - on a Friendster social network consisting of 5.6 million nodes and 28 million edges we found a seed sets in under 3.6 hours. We also find that highly clustered local neighborhoods and dense network-wide community structure together suppress the ability of a trend to spread under the tipping model.

This is relevant for LW because

a) Rational agents should hedge against this.

b) An UFAI could exploit this.

c) It gives hints to proof systems against this 'exploit'.