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In the era of social media, every day billions of individuals produce contentin socio-technical systems resulting in a deluge of information. However, humanattention is a limited resource and it is increasingly challenging to consumethe most suitable content for one's interests. In fact, the complex interplaybetween individual and social activities in social systems overwhelmed byinformation results in bursty activity of collective attention which are stillpoorly understood. Here, we tackle this challenge by analyzing the onlineactivity of millions of users in a popular microblogging platform duringexceptional events, from NBA Finals to the elections of Pope Francis and thediscovery of gravitational waves. We observe extreme fluctuations in collectiveattention that we are able to characterize and explain by considering theco-occurrence of two fundamental factors: the heterogeneity of socialinteractions and the preferential attention towards influential users. Ourfindings demonstrate how combining simple mechanisms provides a route towardscomplex social phenomena.

Unraveling the Origin of Social Bursts in Collective Attention