# Unraveling the Origin of Social Bursts in Collective Attention

## TL;DR

This paper investigates the causes of sudden bursts of collective attention on social media during major events, revealing that social heterogeneity and preferential attention drive these phenomena.

## Contribution

It introduces a model combining social heterogeneity and preferential attention to explain social bursts, advancing understanding of collective attention dynamics.

## Key findings

- Extreme fluctuations in collective attention are characterized and explained.
- Heterogeneity of social interactions influences attention bursts.
- Preferential attention towards influential users amplifies collective activity.

## Abstract

In the era of social media, every day billions of individuals produce content in socio-technical systems resulting in a deluge of information. However, human attention is a limited resource and it is increasingly challenging to consume the most suitable content for one's interests. In fact, the complex interplay between individual and social activities in social systems overwhelmed by information results in bursty activity of collective attention which are still poorly understood. Here, we tackle this challenge by analyzing the online activity of millions of users in a popular microblogging platform during exceptional events, from NBA Finals to the elections of Pope Francis and the discovery of gravitational waves. We observe extreme fluctuations in collective attention that we are able to characterize and explain by considering the co-occurrence of two fundamental factors: the heterogeneity of social interactions and the preferential attention towards influential users. Our findings demonstrate how combining simple mechanisms provides a route towards complex social phenomena.