How Ideas and Messages Spread through Social Networks

The punch line is they spread through people. It is thanks to the connections, the nodes, and the conversations and social gestures — sharing, liking, commenting, retweeting, etc. — that messages travel on the world wide web.

In Grouped, Paul Adams lists four shifts that are making the spreading possible and visible:

  1. accessibility of information has increased and is increasing exponentially
  2. changing structure of the web; moving away from being built around content, and being rebuilt around people
  3. ability to test, accurately map, and measure social interaction quantitatively
  4. dramatic increase in our understanding of how we make decisions.

The data behind the real life social network#. He says:

“In order to be successful, businesses will need to understand how people are connected, how their social network influences them, how the people closest to them influence them the most, and how it’s more important for marketers to focus on small, connected groups of friends rather than looking for overly influential individuals.”



Valeria is an experienced listener. She designs service and product experiences to help businesses rediscover the value of promises and its effect on relationships and culture. She is also frequent speaker at conferences and companies on a variety of topics. Book her to speak here.