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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?" https://twitter.com/librarythingtim/status/688069221247500288
Two books suggested:
http://www.amazon.com/Going-Viral-Karine-Nahon/dp/0745671292
http://www.amazon.com/Contagious-Why-Things-Catch-On/dp/1451686579

"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 http://www.nature.com/nature/journal/v393/n6684/abs/393440a0.html