E-Mail The ease with which anyone can create online content for free, especially on social media, has led to superabundance of information being one of the defining characteristics of today's communication systems. This situation has resulted in increasingly intense competition for attention, which has become a scarce good. The researchers from the Complex Systems group (CoSIN3) at the UOC's Internet Interdisciplinary Institute (IN3) María José Palazzi and Albert Solé --professor at the Faculty of Computer Science, Multimedia and Telecommunications?--, led by Javier Borge, have participated in the design of an ecology-inspired mathematical model that makes it possible to break down and predict interaction patterns in a system as complex as the Twitter social network.