Gossip spread in social network models

Gossip almost inevitably arises in real social networks. In this article we investigate the relationship between the number of friends of a person and limits on how far gossip about that person can spread in the network. How far gossip travels in a network depends on two sets of factors: (a) factors determining gossip transmission from one person to the next and (b) factors determining network topology. For a simple model where gossip is spread among people who know the victim it is known that a standard scale-free network model produces a non-monotonic relationship between number of friends and expected relative spread of gossip, a pattern that is also observed in real networks (Lind et al., 2007). Here, we study gossip spread in two social network models (Toivonen et al., 2006; Vázquez, 2003) by exploring the parameter space of both models and fitting them to a real Facebook data set. Both models can produce the non-monotonic relationship of real networks more accurately than a standard scale-free model while also exhibiting more realistic variability in gossip spread. Of the two models, the one given in Vázquez (2003) best captures both the expected values and variability of gossip spread.