NDLI: Targeted Social Mobilization in a Global Manhunt

Content Provider	PubMed Central
Author	Rutherford, Alex Cebrian, Manuel Rahwan, Iyad Dsouza, Sohan Mcinerney, James Victor, Naroditskiy Venanzi, Matteo Jennings, Nicholas R. Delara, J. R. Wahlstedt, Eero Miller, Steven U.
Editor	Rodrigo, Huerta-quintanilla
Copyright Year	2013
Abstract	Social mobilization, the ability to mobilize large numbers of people via social networks to achieve highly distributed tasks, has received significant attention in recent times. This growing capability, facilitated by modern communication technology, is highly relevant to endeavors which require the search for individuals that possess rare information or skills, such as finding medical doctors during disasters, or searching for missing people. An open question remains, as to whether in time-critical situations, people are able to recruit in a targeted manner, or whether they resort to so-called blind search, recruiting as many acquaintances as possible via broadcast communication. To explore this question, we examine data from our recent success in the U.S. State Department's Tag Challenge, which required locating and photographing 5 target persons in 5 different cities in the United States and Europe – in under 12 hours – based only on a single mug-shot. We find that people are able to consistently route information in a targeted fashion even under increasing time pressure. We derive an analytical model for social-media fueled global mobilization and use it to quantify the extent to which people were targeting their peers during recruitment. Our model estimates that approximately 1 in 3 messages were of targeted fashion during the most time-sensitive period of the challenge. This is a novel observation at such short temporal scales, and calls for opportunities for devising viral incentive schemes that provide distance or time-sensitive rewards to approach the target geography more rapidly. This observation of ′12 hours of separation' between individuals has applications in multiple areas from emergency preparedness, to political mobilization.
Related Links	http://dx.doi.org/10.1371/journal.pone.0074628
Starting Page	74628
File Format	PDF
ISSN	19326203
e-ISSN	19326203
Journal	PLoS ONE
Issue Number	9
Volume Number	8
Language	English
Publisher	Public Library of Science
Publisher Date	2013-09-01
Access Restriction	Open
Rights Holder	Public Library of Science
Subject Keyword	Biochemistry, Genetics and Molecular Biology(all) Agricultural and Biological Sciences(all) Medicine(all) Research in Higher Education
Content Type	Text
Resource Type	Article
Subject	Multidisciplinary

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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