But 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. 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. The links from your close ties, meanwhile, more likely contain information you would have seen elsewhere if a friend hadn’t posted it. These weak ties “are indispensible” to your network, Bakshy says. “They have access to different websites that you’re not necessarily visiting.
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Just got a moment to read some of this. Interesting validation of the value of fans “liking” brands even if they aren’t interested in the brand’s core content, if you choose to read it that way.
