A decades-old insight from a study of traditional social networks illuminates one of the most important aspects of today's online social networking. In 1973, sociologist Mark Granovetter showed how the loose acquaintances, or "weak ties", in our social network punch far above their weight in their influence over our behaviour and choices (American Journal of Sociology, vol 78, p 1360). Granovetter found that a significant percentage of people get their jobs as a result of information provided by a weak tie. Subsequent studies have revealed that weak ties benefit our health and happiness. Granovetter suggested that this is because these friends-of-friends aren't like you, yet they are likely to be similar enough in social outlook and personal interests to have a positive influence.
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July 15, 2010
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