Big Idea: Social Business

Why Strong Ties Matter More In a Fast-Changing Environment

It has become accepted wisdom that weak ties — your acquaintances, distant colleagues — can provide more novel information than close ties. But new research by Marshall Van Alstyne, associate professor at Boston University and a visiting professor at MIT, suggests that in some cases strong ties are better.

Marshall Van Alstyne (Boston University), interviewed David Kiron Reading Time: 15 min 

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Social Business

Social business research and more recent thought leadership explore the challenges and opportunities presented by social media.
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Marshall Van Alstyne, associate professor at Boston University and visiting professor at MIT

Who should you go to for the best information? And how much do you want to share your information?

Those are some of the essential questions about knowledge management that continue to be asked both by researchers and by executives. Those questions have become particularly interesting in the past five years with the rise of social media that makes it faster than ever to share information and easier than ever to reconnect with hundreds, if not thousands, of people from your past.

Marshall Van Alstyne, associate professor at Boston University and a visiting professor at MIT, is in the thick of it.

“My original training was computer science, followed in grad school by managerial economics at Yale then MIT,” says Van Alstyne. “I studied information productivity, social networks, and information flows in organizations to see if we could figure out what it is that makes people more productive.”

Van Alstyne ran a five-year National Science Foundation study, tracking information flows and e-mail and what makes individual knowledge workers more productive. He also does research on platform economics, what he calls “the creation of ecosystems involving lots of users and developers such as the platform developed by Apple.” Lately, he’s at work on a new study funded by an NSF grant on the creation of knowledge marketplaces.

“You can think of knowledge markets as crowdsourcing, but our particular twist on it is the economic optimization of crowdsourcing, applying economic theory to these social science properties,” he says. “How can we get better answers, get higher rates of contribution? How can we do better resource allocation? Can we value the information shared? Can we cause economic growth inside an information economy? Those are our areas.”

In a conversation with David Kiron, executive editor of Innovation Hubs at MIT Sloan Management Review, Van Alstyne explains how some of his new research challenges the existing theory about the value of strong ties versus weak ties, and why we should beware of “interrupt-driven communication.”

In the social business survey that MIT Sloan Management Review conducted recently with Deloitte, we saw a big industry variance in the perceived value of social tools.

Topics

Social Business

Social business research and more recent thought leadership explore the challenges and opportunities presented by social media.
More in this series

About the Author

David Kiron is executive editor of MIT Sloan Management Review‘s Innovation Hubs.

This interview was conducted as part of a social business research initiative that MIT Sloan Management Review is conducting in collaboration with Deloitte.

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Comments (5)
Ama la tua community, non sono seguaci
[…] anche idee contrarie come quelle del professore della Boston University Marshall von Alstyne, il quale sostiene che i legami forti contano di più in ambienti in rapido movimento. Ma questi legami forti nascono […]
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[…] (Contrarians, however, will love the work of Boston University professor Marshall von Alstyne, who has argued that strong ties matter more in fast-moving […]
Trading Off Speed and Novelty in Innovation Networks « Innovation Leadership Network
[...] Ohr (who should have the title of Innovation Leadership Blog librarian) pointed me to a really fascinating study that was published last year in the American Journal of Sociology that throws up a new set of [...]
sgri
Glad I read the whole article - the title neglects the point about the value of information sharing
jheuristic
Hi --  Thanks for the article. Here is another view. May help to correct your speculative views.

http://bit.ly/HlfUI1

"For example, some recent blogs and Websites talk erroneously about the great importance of ‘strong ties’ to creating economic value. They declare the social network analysis (SNA) principles of ‘strong ties’ are important to creating economic activity. They imply ‘strong ties’ and creating stronger ties are quantitatively and qualitatively better for network outcomes. They claim ‘strong ties’ are ‘gold’ to online or social business. This is wrong, dangerous and ill-informed."