Did more people see #thedress as blue and black or white and gold? How many Twitter users wanted pop star Katy Perry to take the #icebucketchallenge? The power to explore online social media movements — from the pop cultural to the political — with the same algorithmic sophistication as top experts in the field is now available to journalists, researchers and members of the public from a free, user-friendly online software suite released today by scientists at Indiana University. The Web-based tools, called the Observatory on Social Media, or “OSoMe” (pronounced “awesome”), provide anyone with an Internet connection the power to analyze online trends, memes and other online bursts of viral activity. An academic pre-print paper on the tools is available in the open-access journal PeerJ.

“This software and data mark a major goal in our work on Internet memes and trends over the past six years,” said Filippo Menczer, director of the Center for Complex Networks and Systems Research and a professor in the IU School of Informatics and Computing. “We are beginning to learn how information spreads in social networks, what causes a meme to go viral and what factors affect the long-term survival of misinformation online. The observatory provides an easy way to access these insights from a large, multi-year dataset.” Read more.