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Published on Dec 3, 2014
"Social Influence in Markets and Networks (What's So Viral About 'Going Viral'?)" Duncan Watts, principal researcher at Microsoft Research and winner of the 2014 Ev Rogers Award, presented "Social Influence in Markets and Networks (What's So Viral About 'Going Viral'?)" in the Forum of the USC Annenberg School's new Wallis Annenberg Hall on Thursday, November 20. Watts described the surprising difficulty of empirically identifying social influence, which -- despite the metaphor of "going viral" -- doesn't necessarily spread in anything like the way that infectious diseases do.