Social networks change behavior through clusters

By | September 3, 2010, 6:08am PDT

Summary: While disease may spread through a single contact, concerted action against it requires multiple contacts.

While Luddites such as Dr. Deborah Peel keep telling patients to avoid online contacts, new research is revealing that social networks may be key to changing behavior, lowering the disease rate, and cutting health costs.

MIT management professor Damon Centola says it’s the density of a social network that is the key to success in changing behavior. His paper on this, “The Spread of Behavior in an Online Social Network Experiment,” is in the September 3 issue of Science. (Picture from Dr. Centola’s page at MIT.)

The conclusion contradicts conventional wisdom about social networks, which is that long ties will spread information faster than dense ones.

Information may spread faster through long ties, Centola learned, but it will be internalized and acted upon if many people near to you are all saying the same thing.

To prove his point Centola created a social network of about 1,500 people, organized around health. Half the participants were organized as strangers along areas of interest, the other half were clustered with people close to them.

The rate of adopting to a specific behavior change, in this case signing up for a health forum, was four times greater in those organized as a cluster, he found.

“Social reinforcement from multiple health buddies made participants much more willing to adopt the behavior,” he found. While disease may spread through a single contact, concerted action against it requires multiple contacts.

There are important implications for social networks aimed at health. Connecting people who are physically close may be more important than connecting people whose conditions are similar, for instance.

Change, in other words, requires an intervention. Even when you’re online.

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Disclosure

Dana Blankenhorn

Dana Blankenhorn has been a journalist, writer and part-time futurist for over 30 years. At the present moment I run only a personal blog in addition to my ZDNet open source blog. DanaBlankenhorn.Com has the subtitle The War Against Oil. In the past I have used it to write about political history, e-commerce, personal matters, some ideas related to open source, and The World of Always On, which is the idea of using sensors, motes and RFID to turn WiFi links into platforms for applications which live in the air. My IRA account at Schwab holds a few tech shares, most notably some Intel and Applied Materials, but there are no open source companies in it. I don’t even own any CBS stock.

Biography

Dana Blankenhorn

Dana Blankenhorn has been a business journalist since 1978, and has covered technology since 1982. He launched the Interactive Age Daily, the first daily coverage of the Internet to launch with a magazine, in September 1994.

Talkback Most Recent of 2 Talkback(s)

  • RE: Social networks change behavior through clusters
    Dana: Apparently you will never bother to read anything about what I really stand for, you are so in need of an enemy. So I am probably wasting my time responding to you.

    I repeat: No one should have to lose his/her privacy or his/her children's privacy forever in order to benefit from health IT---in the words of Latanya Sweeney PhD on designing privacy in health IT systems: "Scott McNealy, the CEO of Sun Microsystems, famously quipped, "Privacy is dead. Get over it." br
    Sweeney's response: "Oh privacy is definitely not dead. When people say you have to choose, it means they haven't actually thought the problem through or they aren't willing to accept the answer.

    He very much shares that attitude of the computer scientist who built the technology that's invasive; who says, "Well, you want the benefits of my technology, you'll get over privacy". It's exactly the kind of computer scientist we don't want to be graduating in the future. See:http://patientprivacyrights.org/2007/0/privacyisntdead-or-at-least-it-shouldnt-be-a-qa-with-latanya_sweeney


    Deborah Peel, MD
    ZDNet Gravatar
    dpeelmd
    3rd Sep 2010
  • RE: Social networks change behavior through clusters
    @dpeelmd My previous article was directed toward your questionnaire, which I linked to, which advised people not to use any computerized anything if they wanted to retain any degree of privacy in their medical records.

    That standard is nonsense. It's Luddite. The problem is too many people have an incentive to peek. Employers and insurers benefit financially from looking at your private medical records.

    But then you've always opposed health reform, too.

    So in some ways your stands appear contradictory to me. It's nothing personal.

    I believe we can secure records better than we do. I think we can also reduce and even eliminate the incentive of employers and insurers to peek.

    What's left are a relatively small number of crimes against which criminal laws can be enforced, because the numbers aren't so daunting.

    The problem you've identified in your work appears to be, primarily, an American problem. Have you not noticed?
    ZDNet Gravatar
    DanaBlankenhorn
    3rd Sep 2010

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