In the 1970s, sociologist Mark Granovetter suggested that information could spread further through acquaintances than through close friends. This was because friends would often have multiple links in common, making most transmission redundant. ‘If one tells a rumor to all his close friends, and they do likewise, many will hear the rumor a second and third time, since those linked by strong ties tend to share friends.’ He referred to the importance of acquaintances as the ‘strength of weak ties’: if you want access to new information, you may be more likely to get it through a casual contact than a close friend.’
Excerpt from: The Rules of Contagion: Why Things Spread — And Why They Stop by Adam Kucharski
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