6 Degrees of Separation: Understanding Its Connection to Social Media
ne of the best parts of having studied communication is being able to identify the processes behind the activities we use to communicate today. A clear example is social networks, how they work and their incredible impact on society.
The way we interact with the world today is simply incredible. We can send messages, audios, videos and images anywhere in the world, bringing us closer to those we thought it was impossible to contact, all in an instant.
All these advances are part of the evolution of processes that began a long time ago. A good example is the theory of the six degrees of separation of the Hungarian writer Frigyes Karinthy, described in his 1929 book “Chains”. This theory is a good reflection of how social networks work today.
The theory holds that anyone on the planet is connected to anyone else through a chain of five intermediaries. This means that we can contact anyone in the world through these intermediaries.
That magical moment we've all experienced, when you're talking to a friend and suddenly they mention a third person you both know, is not a coincidence. It is the living application of this theory.
As the number of acquaintances increases, the possibility of communicating with all of them also increases. If you have 5 acquaintances, each of them in turn has 5 others, and so on.
A few years later, the psychologist Stanley Milgram (1967) decided to test this theory. He organized an experiment in which several random people sent postcards to strangers. The senders knew the recipient's name, occupation and approximate location. They would send the postcard to someone in the state whom they knew directly, and that person would do the same until the postcard reached its final destination. In the end, each package was delivered with an average of five to seven intermediaries.
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6 degrees of separation and social networks
With the use of social networks, the six degrees of separation theory has reduced the number of contacts in the communication chain. For example, Facebook concluded after a study in conjunction with the University of Milan in 2011 that the chain of separation was only 4.74 people. In the case of Twitter it is 4.67 and in LinkedIn it is 3. Currently, with 5 billion users in the network, this theory has reduced the degrees of separation to only 3 people or contacts. This implies that you are only two people away from meeting the love of your life, your next boss, your next partner or even a president of a country.
Why is this theory important for marketing?
Understanding the processes behind how we communicate is crucial for marketers. The six degrees of separation theory explains the power and potential reach of our actions. By understanding that anyone in the world can be just a few contacts away, we can design more effective and personalized marketing strategies.
With this perspective, every publication, design and message we create has greater intent and purpose. It allows us to not only communicate, but to connect in a deeper and more meaningful way with our audience. By using this theory, we can better prepare our marketing activities, ensuring that each action is optimized to maximize its impact and reach.
Interesting, isn't it?
Tell us about your experience and tell us how your chain of acquaintances has developed in recent years with the technology we live with on a daily basis.
Cristina Rosales
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