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99 findings, since these networks are still growing rapidly and any property we assert now may soon change? While our findings are likely applicable to many different applications, we concen- trate on their effect on information dissemination, search, and trust inference. 5.10.1 Information dissemination and search Social networks are already used as a means for rapidly disseminating information, as witnessed by the popularity of “hot” videos on YouTube. The existence of a small, well-connected core implies that information seeded via a core node will rapidly spread through the entire network. This is both a strength and a weakness, as spam or viruses could be disseminated this way, as well as important information. Similarly, searches that proceed along social network links will quickly reach the core. This suggests that simple unstructured search algorithms could be designed if the core users were to store some state about other users. In effect, the users in the core represent “supernodes” in a two-level hierarchy, similar to existing search protocols for unstructured networks, such as Gnutella. 5.10.2 Trust Social networking sites are the portals of entry into the Internet for many millions of users, and they are being used both for advertisement as well as for the ensuing commerce. Many of these applications, ranging from mail to auctions, implicitly rely on some form of trust. For example, when a user accepts email from an unknownPDF Image | Online Social Networks: Measurement, Analysis, and Applications to Distributed Information Systems
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