My daughter is studying earthquakes in social science at the moment. While I was helping her to study for a test, I was struck by the similarities between the geographic impact of an earthquake and the business impact of information spreading on social media.
Earthquakes are measured on the Richter scale, with an earthquake of 0 to 2 magnitude being imperceptible. From 2 to 4, people start to detect the sensation and objects may rattle. By 5, everyone will feel the quake, and poorly constructed buildings can be damaged.