‘Infectious’ people spread memes across the web

The way that certain images, videos or concepts can suddenly spread like wildfire across the web, using email and social websites to propagate, is one of online culture’s most unique phenomena.

Now Spanish researchers claim to have found a way to accurately predict how quickly and widely new pieces of information, or “memes” as they are called, will spread. The ability to forecast this “viral” behaviour would be of great interest to sociologists and marketeers, among others.