From this morning's New York Times Book Review, something that could explain why I'm trying not to keep up with things quite so much.
Consider the view that those well-connected people the marketing industry labels “influencers” have an outsize effect on other people’s behavior. It’s only natural to assume that certain individuals have a disproportionate impact because of their particular characteristics — charisma, intelligence, popularity. But when Watts used computer simulations to model how new behaviors might spread through social networks, he found that the most highly connected individuals were not the whole story. The spread of an idea or taste depended not only on such individuals, but also on “a critical mass of easily influenced people who influence other easy-to-influence people. When this critical mass existed, even an average individual was capable of triggering a large cascade.”