  Understanding the collective reaction to individual actions is key to
effectively spread information in social media. In this work we define
efficiency on Twitter, as the ratio between the emergent spreading process and
the activity employed by the user. We characterize this property by means of a
quantitative analysis of the structural and dynamical patterns emergent from
human interactions, and show it to be universal across several Twitter
conversations. We found that some influential users efficiently cause
remarkable collective reactions by each message sent, while the majority of
users must employ extremely larger efforts to reach similar effects. Next we
propose a model that reproduces the retweet cascades occurring on Twitter to
explain the emergent distribution of the user efficiency. The model shows that
the dynamical patterns of the conversations are strongly conditioned by the
topology of the underlying network. We conclude that the appearance of a small
fraction of extremely efficient users results from the heterogeneity of the
followers network and independently of the individual user behavior.
