The Lessons of Social Networks

[[HT for this article to OnMovements]]>>
The research into network science has led to some new ways of thinking about social behavior. This research into networks offers multiple insights into movement building—the connecting, transforming, multiplying, generating, and cultural changing aspects of all movements. I’ve posted some applications from this research at different places. In a new book, “Connect!, the author compiled the following summary of how social networks work. I found its insights helpful.

1. Homophily: People like to hang out with others who are similar to themselves. This homophily is a source of connection because it allows you to find people with whom to work and socialize. But it can be also a source of stagnation if it means you don’t expose your thinking and your work to different opinions and perspectives and information.

2. Clustering: Homophily leads to clusters of people who know each other. Within a cluster, information and ideas are shared and in many case opinions become aligned to a certain way of thinking. Also, if you know one person in a cluster, you are very likely to know or to be able to be introduced to someone else in that cluster. Again, like homophily, the principle of clustering is good in providing shared frameworks of thoughts, ideas, and methods but bad when it keeps you from seeing other ways of thinking that might bring more success and progress.

3. Multi-dimensional Identities: Fortunately, this principle of multi-dimensional identities implies that people can be part of many clusters at once. Networks flourish as members willingly connect to other clusters by tapping into the other dimensions of their identity (hobbies, professions, religious practice, political beliefs, professional work, etc.).

4. Small worlds: Big worlds are made small by multi-dimensional people joining with clusters along their many dimensions. As people join into different clusters based on their multi-dimensional identity, they increase connections within the network and make the world smaller and more collaborative. Diffusion of innovation and the practice of collaboration happens as we create short paths between different people in a small-world network.

5. Innovation Thru Cross-Pollination: When ideas or patterns are translated across clusters, cross-pollination occurs. This leads to creativity and innovation. Networks work best when clusters interact regularly and align thinking and ideas with each other while at the same time allowing new ideas and patterns to be transferred from one cluster to another.

6. Stagnation: Networks can become stagnated when they are too highly connected–particularly at the cluster level. Even “hubs” with high numbers of connections can stagnate because with so many connections, each connection means very little to the hub. Thus, new ideas are never given a chance. Hubs must consciously seek connections to clusters from other communities that aren’t over-connected and closed.

7. Dilution: On the other hand, networks can suffer a dearth of connectivity, leaving too few relationships for ideas and information and support to move. Networks must seek clusters with enough connectivity to introduce fresh ideas.

8. Weak ties: Networks take advantage of weak ties between people–the casual acquaintanceships and friend of friend relationships. Strong ties imply membership in the same clusters; weak ties lead to more connections across clusters. Networks must activate these weak ties to find new opportunities, stretch thinking, and exchange support.

What are some lessons for us within this or that mission agency, church-planting effort, denomination, church?

October 2, 2008 | Filed Under organic systems |  

Comments

5 Responses to “The Lessons of Social Networks”

  1. Matt Stone on October 2nd, 2008 2:39 am

    Agreed.

  2. Isaiah on October 2nd, 2008 5:45 am

    Some sort of … network of networks???

  3. Frank Viola on October 2nd, 2008 6:58 am

    This is helpful and interesting info., Alan. Thanks for posting it.

  4. Lucy J on October 2nd, 2008 5:00 pm

    Can’t help thinking of Zechariah’s fourth vision as described in The Message bible, where God surprised the Accuser (Zech 3Open Link in New Window). Everything seemed to be chaos and turmoil, but out of it God identified Jerusalem as worth saving despite past continual sinfulness. And then, in verse 10, God talks about creating a “’… time, everyone will get along with one another, with friendly visits across the fence, friendly visits on one another’s porches.’”
    It’s like we can be who we are with our own uniqueness and specialisations, enjoy the company of the like-minded, and yet be able to experience the growth and maturity made possible by connecting and appreciating people whom in less gracious times we might fearfully and reactively have termed “the other”. The helpful social networking list discussed in this post tends to make networking seem oh so creative and as sweet as pie, but the reality can be at times destructive and often actually bites. However, out of the accusational flames and chaos often evident in networking practised by imperfect human beings, a New Jerusalem can, through God’s work amongst and within us, be identified - a place where diversity and harmony happily co-exist

  5. Michael McAleer on October 4th, 2008 1:06 am

    Homophily is in reality the idea of “homogenous” groups in church growth. What I think many people found was that the “people like us” model can grow stale quickly as this study shows. Instead of recognizing that all those people did have other clusters they were connected to, it became a great way for many to justify whole churches of “people like us.” Homogenous grouping caught an idea, but took it the wrong the way and ignored the real heart of the clustering concept. Truly a helpful article for thought and thanks for the link to OnMovements.

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