social networks

Think of it like this: Once, workers had unions. Now they have parties.

In the Silicon Valley (and, we’d argue, most other areas), the workday doesn’t stop at 5pm. But working the late shift, writes Chris O’Brien in the Silicon Valley Mercury News, is less about pounding coffee and more about cocktails and socializing—a new form of required labor for the dot-com and post-Internet boom eras. O’Brien looks to the work of sociologist Gina Neff and her new book Venture Labor: Work and the Burden of Risk in Innovative Industries to show how the parties these high tech workers attend (and feel pressured to attend) signal a shifting relationship between work and risk. The basic idea is a key, neoliberal ideal: “individuals… are told success is theirs if they just work hard and network enough.”

Neff told O’Brien that the workers she interviewed reported not wanting to go to the various social functions, but feeling like every time they skipped out, they were further out of the loop of well-known workers on the radar of employers and investors:

One woman Neff interviewed laments that her inability to attend parties after she got pregnant hurt her career: “That’s what derailed my rise. Because a lot of this is about going out and networking a lot and I just stopped.”

And maybe the dot-com boom seems a little out of date, but O’Brien points out that the responsibility for not getting laid off (or bouncing back after a layoff) is increasingly absorbed by workers themselves. It’s on them to always have secondary career options, get their business card into the right hands, and have the right numbers in their phones should they get a pink slip one day. Uncertainty has made hitting the social scene, O’Brien writes, more crucial than ever.

In mid-January, the Facebook Data Team took a moment to reflect on social networking.  Rightly so, they noted, “Social networking technologies like Facebook let us connect to hundreds, even thousands of people — and have fundamentally changed how people get their information.”

In order to better understand how we use the social network that is Facebook, several members of the Facebook Team conducted a study in 2010.  Contrary to those who claim that Facebook is an echo chamber (in other words, those who claim people only consume and share information with likeminded close friends), they found that the vast majority of information comes from contacts people interact with infrequently.

To contextualize their findings, Facebook turned to the well-known work of Mark Granovetter.

Economic sociologist Mark Granovetter was one of the first to popularize the use of social networks in understanding the spread of information.  In his seminal 1973 paper, The Strength of Weak Ties, Granovetter found that surprisingly, people are more likely to acquire jobs that they learned about through individuals they interact with infrequently rather than their close personal contacts. 

Similarly, the Facebook Team found that information shared by a person’s weak ties had a greater potential to expose their friends to information they would not have otherwise discovered.  Ultimately, they concluded that weak ties are driving information on Facebook.  To read more about how they reached this conclusion, check out the article “Rethinking Information Diversity in Networks” on the Facebook Data Team’s page.

With over 800 million active users, Facebook must be affecting our relationships—some even wonder if acquiring hundreds, even thousands, of online companions is helping or hindering our “real life” connections to others. It’s no surprise that new research on this topic by Cornell sociologist Matthew Brashears is making a splash in media outlets from ABC News to The Times of India and The Telegraph. Brashears work asks, even in this hyper-connected world, do we have as many close friends as we think we do?

In short: no. According to Brashears’ longitudinal research (which looked at over 2,000 adults from 1985 to 2010 and was published in the journal Social Networks), the average number of close friends—people with whom respondents said they’d discussed important matters with during the past six months—most of us report is two. Just 25 years ago, the average was closer to three. Brashears is quick to point out that we’re not becoming asocial. He thinks we’re getting better at being careful in selecting our confidants. Perhaps we now favor a smaller, tighter network for our true support system even while we enjoy more casual, diffuse online networks.

ABC News went a bit further to ask whether Facebook was actually to blame for this culling of comrades. The news outlet turned to a Pew Research Center report written by another sociologist, Keith Hampton of the Annenberg School for Communication at the University of Pennsylvania. Hampton took a rosier view in a blog post on the subject:

Internet users in general, but Facebook users even more so, have more close relationships than other people. Facebook users get more overall social support, and in particular they report more emotional support and companionship than other people.

Different networks, we know, fulfill different needs. Facebook reports that its average user has 130 friends—as of this writing, there’s just no separate category for “real friends.”