What's the Biggest Challenge of Social Media?

I wrote my master's thesis in 2003. There at that time getting a good data set was something like I found an amazing data set. And so we we began to map out how do you describe mathematically these huge networks of the internets or scientific publications or genes within the human cell stuff like that basically. But then what comes out on top, what comes out in the collective behavior is something complicated and it connects it weirdly to something called statistical physics. That those are the guys that came out of this environment that were doing chaos theory.