Weak Ties and Online Support

In his book “The Anatomy of Buzz Revisited: Real World Lessons in Word-of-Mouth Marketing”, Emanuel Rosen shares ten principles related to the viral spread of information.

1. Social networks are invisible
2. People link with others who are similar to them
3. People who are similar form clusters
4. Buzz spreads through common nodes
5. Information gets trapped in clusters
6. Network hubs and connectors create shortcuts
7. We talk to those around us
8. Weak ties are surprisingly strong
9. The net nurtures weak ties
10. Networks go across categories

I am enamored with this list, and the implications for behavior change. Most notably, the idea that “people who are similar form clusters” and “the net nurtures weak ties.”

In the past, an individual may have looked only to his work, his neighborhood, and perhaps his religious organization for information, guidance and support. There may also be some stigma related to reaching out to these groups, depending on the situation. The Internet offers increased opportunities for support.

There are many programs (Alcoholics Anonymous perhaps the most well-known) that use a sponsor to help offer individualized support. Using social media or mobile technology, we can lower the barriers for individuals reaching out for support. This may offer them a broader pool of sponsors or mentors, and also make it easier for them to be reached at the time of need. Posting “status updates” on a social networking site may seem easier than picking up the phone and admitting help is needed.

People impact people. Social media increases communication between people, which leads to increased impact. It is therefore up to marketers to determine how best to leverage the power of this media to effect change.