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Large-scale mobilization of individuals across social networks is becomingincreasingly prevalent in society. However, little is known about what affectsthe speed of social mobilization. Here we use a framed field experiment toidentify and measure properties of individuals and their relationships thatpredict mobilization speed. We ran a global social mobilization contest andrecorded personal traits of the participants and those they recruited. Westudied the effects of ascribed traits (gender, age) and acquired traits(geography, and information source) on the speed of mobilization. We found thathomophily, a preference for interacting with other individuals with similartraits, had a mixed role in social mobilization. Homophily was present foracquired traits, in which mobilization speed was faster when the recuiter andrecruit had the same trait compared to different traits. In contrast, we didnot find support for homophily for the ascribed traits. Instead, those traitshad other, non-homophily effects: Females mobilized other females faster thanmales mobilized other males. Younger recruiters mobilized others faster, andolder recruits mobilized slower. Recruits also mobilized faster when they firstheard about the contest directly from the contest organization, and decreasedin speed when hearing from less personal source types (e.g. family vs. media).These findings show that social mobilization includes dynamics that are unlikeother, more passive forms of social activity propagation. These findingssuggest relevant factors for engineering social mobilization tasks forincreased speed.

Homophily and the Speed of Social Mobilization: The Effect of Acquired and Ascribed Traits