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Tim Spalding on Twitter: "Has someone written a good (book-length?) primer on online virality—the theory, whys and why-nots?"
Two books suggested:

"The neural network of the worm Caenorhabditis elegans, the power grid of the western United States, and the collaboration graph of film actors are shown to be small-world networks. " Collective dynamics of /`small-world/' networks : Abstract : Nature