First panel: Evolution of the density of active users versus time obtained from simulations of spreading dynamics. The de-activation rate is β = 1 and the different curves correspond to different values of the activation rate λ. Each curve corresponds to the ensemble average of 200 random independent realizations. Second panel: Average value of the density of active users in the stationary state, as a function of λ. Third panel: Observed evolution of the density of active users versus time (points) in Period IV, i.e., during and after the main event, from 03:00 AM, 4th July. Curves indicate the predictions obtained from the model defined by Eq. 8 coupled to Eq. 9, where the values of the corresponding parameters are reported in the figure for different sub-periods. The reported λ refers to the initial value of the activation rate.