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This scale is unheard of in academic sociological studies, which usually involve hundreds or, at most, thousands of people communicating in ways that are far less trackable.Īt the same time, there’s an obvious problem with Bakshy’s study: It could only occur with the express consent of Facebook, and in the end it produced a result that is clearly very positive for the social network. Bakshy’s experiment included 253 million of them and more than 75 million shared URLs, meaning that in total, the study observed nearly 1.2 billion instances in which someone was or was not presented with a certain link. At the time of the experiment, there were 500 million active users on Facebook. The other crucial thing about this study is that it is almost unthinkably enormous. “They have access to different websites that you’re not necessarily visiting.” These weak ties “are indispensible” to your network, Bakshy says. The links from your close ties, meanwhile, more likely contain information you would have seen elsewhere if a friend hadn’t posted it. Those links from our weak ties, that is, are most likely to point to information that you would not have shared if you hadn’t seen it on Facebook. At first blush, that sounds like a confirmation of the echo chamber: We’re more likely to echo our closest friends.īut here’s Bakshy’s most crucial finding: Although we’re more likely to share information from our close friends, we still share stuff from our weak ties-and the links from those weak ties are the most novel links on the network. First, he found that the closer you are with a friend on Facebook-the more times you comment on one another’s posts, the more times you appear in photos together, etc.-the greater your likelihood of sharing that person’s links. His paper is heavy on math and network theory, but here’s a short summary of his results.