text: Many popular measures used in social network analysis, including centrality, are based on the random walk. The random walk is a model of a stochastic process where a node interacts with one other node at a time. However, the random walk may not be appropriate for modeling social phenomena, including epidemics and information diffusion, in which one node may interact with many others at the same time, for example, by broadcasting the virus or information to its neighbors. To produce meaningful results, social network analysis algorithms have to take into account the nature of interactions between the nodes. In this paper we classify dynamical processes as conservative and non-conservative and relate them to well-known measures of centrality used in network analysis: PageRank and Alpha-Centrality. We demonstrate, by ranking users in online social networks used for broadcasting information, that non-conservative Alpha-Centrality generally leads to a better agreement with an empirical ranking scheme than the conservative PageRank.
  @cite_28: Abstract A fundamental problem in the study of complex networks is to provide quantitative measures of correlation and information flow between different parts of a system. To this end, several notions of communicability have been introduced and applied to a wide variety of real-world networks in recent years. Several such communicability functions are reviewed in this paper. It is emphasized that communication and correlation in networks can take place through many more routes than the shortest paths, a fact that may not have been sufficiently appreciated in previously proposed correlation measures. In contrast to these, the communicability measures reviewed in this paper are defined by taking into account all possible routes between two nodes, assigning smaller weights to longer ones. This point of view naturally leads to the definition of communicability in terms of matrix functions, such as the exponential, resolvent, and hyperbolic functions, in which the matrix argument is either the adjacency matrix or the graph Laplacian associated with the network. Considerable insight on communicability can be gained by modeling a network as a system of oscillators and deriving physical interpretations, both classical and quantum-mechanical, of various communicability functions. Applications of communicability measures to the analysis of complex systems are illustrated on a variety of biological, physical and social networks. The last part of the paper is devoted to a review of the notion of locality in complex networks and to computational aspects that by exploiting sparsity can greatly reduce the computational efforts for the calculation of communicability functions for large networks.
summary: @cite_28 studied measures similar to Alpha-Centrality and personalized PageRank (with attenuation factor 1) which they call communicability. They linked the communicability functions to dynamics by showing their relationship to the thermal Green's function of oscillators. They used communicability to identify important actors in small social networks, demonstrating that different communicability functions led to different judgements of centrality, but did not justify the choice of the particular communicability function in terms of the interactions taking place between actors. Although we study a similar function, the goal of our work is to contrast conservative and non-conservative dynamics and explain how these differences should guide the choice of centrality measure for a given social network.