Error correction mechanisms in social networks can reduce accuracy and encourage innovation

Humans make mistakes but diffusion through social networks is typically modeled as though they do not. We find in an experiment that high entropy message formats (text messaging pidgin) are more prone to error than lower entropy formats (standard English). We also find that efforts to correct mistakes are effective, but generate more mutant forms of the contagion than would result from a lack of correction. This indicates that the ability of messages to cross “small-world” human social networks may be overestimated and that failed error corrections create new versions of a contagion that diffuse in competition with the original.