Social networks matter. They have always mattered. New (social) technologies are helping us better understand how to work with them.
The Strength of Weak Ties
Mark Granovetter posited the strength of weak ties in 1973, launching a field of inquiry with a 1985 update focused on the problem of embeddedness - the idea that economic relationships are embedded inside social relationships. A follow-up in 2005 called for an interdisciplinary approach to the "black box" of social relationship so that their impact on economic behaviors and outcomes could be revealed and better understood.
The Science of Social Networks Applied
Most people understand the economic power of networks intuitively - and use them for job-hunting, learning, caring for their families and communities, and a myriad of other things.
Industry has long attempted to harness the power of networks for generating sales, recruiting talent, entering new markets, and cultivating and applying innovation - inside firms and industries, and more recently, through crowdsourcing.
And at the community level, scholars like Sean Safford have been able to show that the health of social networks have a significant impact on the ability of communities withstand economic disruption.
But social networks have been difficult and time consuming to document.
Enter technology.
Today, millions of people leave digital breadcrumbs that make their networks visible - from text messages on mobile phones to updates on Facebook or Twitter.
We are creating more efficient and effective ways to map, measure (and cultivate!) healthy networks, as evidence of their economic power continues to mount.
New Netwok Finds
Last week, these gems came across my radar:
- Network Diversity and Economic Development (Nathan Eagle, Michael Macy, Rob Claxton in Science Magazine, May 2010 - summary visible with out subscription). Researchers analyzed cell phone data (in Britain) to reveal the social networks of cell phone users. They found that communities whose residents maintain diverse networks were more prosperous than communities with less diverse networks. Conclusion?
“On a population level, the surprisingly strong correspondence we discovered between the structure of social contacts and the economic well-being of populations highlights the potential benefit of socially targeted policies for economic development.”
(A plain-English summary of the same study is available at Futurity here.) - Social Enterprise: It Takes A Network (Raj Kumar, McKinsey Digital, What Matters). The author argues that the network is (potentially) a more effective organizational structure for meeting "bottom of the pyramid" needs when the goals is to assess impact and not just commercial sales. Significantly, this changes the model for "scaling up" and implies the need for alternatives to program- or organization-based measures as the primary indicators of success.
As social network mapping and analysis becomes simpler and more accessible, more of us can invest more time and energy in network weaving - building the social networks we now know really matter.
