What will social media sites of tomorrow look like? What behaviors will their interfaces enable? A major challenge for designing new sites that allow a broader range of user actions is the difficulty of extrapolating from experience with current sites without first distinguishing correlations from underlying causal mechanisms. The growing availability of data on user activities provides new opportunities to uncover correlations among user activity, contributed content and the structure of links

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... among users. However, such correlations do not necessarily translate into predictive models. Instead, empirically grounded mechanistic models provide a stronger basis for establishing causal mechanisms and discovering the underlying statistical laws governing social behavior. We describe a statistical physics-based framework for modeling and analyzing social media and illustrate its application to the problems of prediction and inference. We hope these examples will inspire the research community to explore these methods to look for empirically valid causal mechanisms for the observed correlations.