Messages are transmitted in a social media network. Embeddings of social media network users in the social media network are inferred. Propagation pathways over which the plurality of messages are transmitted through the social media network are classified. Action is taken on one or more of the messages that are transmitted through the social media network, based on the classification of the propagation pathways over which the messages are transmitted through the social media network and the inferred embeddings of the social media network users.