Detecting and Mitigating Bias in Algorithms Used to Disseminate Information in Social Networks

Social connections are a conduit through which individuals communicate, information propagates, and diseases spread. Identifying individuals that are more likely to adopt ideas or technologies and spread them to others is essential in order to develop effective information campaigns, fight epidemics, and to maximize the reach of limited resources. Consequently a lot of work has focused on identifying sets of influencers. Here we show that seeding information using these influence maximization methods, only benefits connected and central individuals, consistently leaving the most vulnerable behind. Our results highlights troublesome outcomes of influence maximization algorithms: they do not disseminate information in an equitable manner threatening to create an increasingly unequal society. To overcome this issue we devise a simple, multi-objective algorithm, which maximises both influence and information equity. Our work demonstrates how to find fairer influencer sets, highlighting that in our search for maximizing information, we do not need to compromise on information equality.