The concept of contagion has steadily expanded from its original grounding in epidemic disease to describe a vast array of processes that spread across networks, notably social phenomena such as fads, political opinions, the adoption of new technologies, and financial decisions. Traditional models of social contagion have been based on physical analogies with biological contagion, in which the probability that an individual is affected by the contagion grows monotonically with the size of his or her "contact neighborhood"-the number of affected individuals with whom he or she is in contact. Whereas this contact neighborhood hypothesis has formed the underpinning of essentially all current models, it has been challenging to evaluate it due to the difficulty in obtaining detailed data on individual network neighborhoods during the course of a large-scale contagion process. Here we study this question by analyzing the growth of Facebook, a rare example of a social process with genuinely global adoption. We find that the probability of contagion is tightly controlled by the number of connected components in an individual's contact neighborhood, rather than by the actual size of the neighborhood. Surprisingly, once this "structural diversity" is controlled for, the size of the contact neighborhood is in fact generally a negative predictor of contagion. More broadly, our analysis shows how data at the size and resolution of the Facebook network make possible the identification of subtle structural signals that go undetected at smaller scales yet hold pivotal predictive roles for the outcomes of social processes.social networks | systems S ocial networks play host to a wide range of important social and nonsocial contagion processes (1-8). The microfoundations of social contagion can, however, be significantly more complex, as social decisions can depend much more subtly on social network structure (9-17). In this study we show how the details of the network neighborhood structure can play a significant role in empirically predicting the decisions of individuals.We perform our analysis on two social contagion processes that take place on the social networking site Facebook: the process whereby users join the site in response to an invitation e-mail from an existing Facebook user (henceforth termed "recruitment") and the process whereby users eventually become engaged users after joining (henceforth termed "engagement"). Although the two processes we study formally pertain to Facebook, their details differ considerably; the consistency of our results across these differing processes, as well as across different national populations (Materials and Methods), suggests that the phenomena we observe are not specific to any one modality or locale.The social network neighborhoods of individuals commonly consist of several significant and well-separated clusters, reflecting distinct social contexts within an individual's life or life history (18)(19)(20). We find that this multiplicity of social contexts, which we term structur...

Frigyes Karinthy, in his 1929 short story "Láncszemek" (in English, "Chains") suggested that any two persons are distanced by at most six friendship links.1 Stanley Milgram in his famous experiments challenged people to route postcards to a fixed recipient by passing them only through direct acquaintances. Milgram found that the average number of intermediaries on the path of the postcards lay between 4:4 and 5:7, depending on the sample of people chosen. We report the results of the first world-scale social-network graphdistance computations, using the entire Facebook network of active users (⇡ 721 million users, ⇡ 69 billion friendship links). The average distance we observe is 4:74, corresponding to 3:74 intermediaries or "degrees of separation", prompting the title of this paper. More generally, we study the distance distribution of Facebook and of some interesting geographic subgraphs, looking also at their evolution over time. The networks we are able to explore are almost two orders of magnitude larger than those analysed in the previous literature. We report detailed statistical metadata showing that our measurements (which rely on probabilistic algorithms) are very accurate.

Random graph null models have found widespread application in diverse research communities analyzing network datasets, including social, information, and economic networks, as well as food webs, protein-protein interactions, and neuronal networks. The most popular family of random graph null models, called configuration models, are defined as uniform distributions over a space of graphs with a fixed degree sequence. Commonly, properties of an empirical network are compared to properties of an ensemble of graphs from a configuration model in order to quantify whether empirical network properties are meaningful or whether they are instead a common consequence of the particular degree sequence. In this work we study the subtle but important decisions underlying the specification of a configuration model, and investigate the role these choices play in graph sampling procedures and a suite of applications. We place particular emphasis on the importance of specifying the appropriate graph labeling-stub-labeled or vertex-labeled-under which to consider a null model, a choice that closely connects the study of random graphs to the study of random contingency tables. We show that the choice of graph labeling is inconsequential for studies of simple graphs, but can have a significant impact on analyses of multigraphs or graphs with self-loops. The importance of these choices is demonstrated through a series of three in-depth vignettes, analyzing three different network datasets under many different configuration models and observing substantial differences in study conclusions under different models. We argue that in each case, only one of the possible configuration models is appropriate. While our work focuses on undirected static networks, it aims to guide the study of directed networks, dynamic networks, and all other network contexts that are suitably studied through the lens of random graph null models. * All authors contributed equally to this work.

We study the structure of the social graph of active Facebook users, the largest social network ever analyzed. We compute numerous features of the graph including the number of users and friendships, the degree distribution, path lengths, clustering, and mixing patterns. Our results center around three main observations. First, we characterize the global structure of the graph, determining that the social network is nearly fully connected, with 99.91% of individuals belonging to a single large connected component, and we confirm the 'six degrees of separation' phenomenon on a global scale. Second, by studying the average local clustering coefficient and degeneracy of graph neighborhoods, we show that while the Facebook graph as a whole is clearly sparse, the graph neighborhoods of users contain surprisingly dense structure. Third, we characterize the assortativity patterns present in the graph by studying the basic demographic and network properties of users. We observe clear degree assortativity and characterize the extent to which 'your friends have more friends than you'. Furthermore, we observe a strong effect of age on friendship preferences as well as a globally modular community structure driven by nationality, but we do not find any strong gender homophily. We compare our results with those from smaller social networks and find mostly, but not entirely, agreement on common structural network characteristics.

Estimating the effects of interventions in networks is complicated when the units are interacting, such that the outcomes for one unit may depend on the treatment assignment and behavior of many or all other units (i.e., there is interference). When most or all units are in a single connected component, it is impossible to directly experimentally compare outcomes under two or more global treatment assignments since the network can only be observed under a single assignment. Familiar formalism, experimental designs, and analysis methods assume the absence of these interactions, and result in biased estimators of causal effects of interest. While some assumptions can lead to unbiased estimators, these assumptions are generally unrealistic, and we focus this work on realistic assumptions. Thus, in this work, we evaluate methods for designing and analyzing randomized experiments that aim to reduce this bias and thereby reduce overall error. In design, we consider the ability to perform random assignment to treatments that is correlated in the network, such as through graph cluster randomization. In analysis, we consider incorporating information about the treatment assignment of network neighbors. We prove sufficient conditions for bias reduction through both design and analysis in the presence of potentially global interference. Through simulations of the entire process of experimentation in networks, we measure the performance of these methods under varied network structure and varied social behaviors, finding substantial bias and error reductions. These improvements are largest for networks with more clustering and data generating processes with both stronger direct effects of the treatment and stronger interactions between units.