You are currently viewing the abstract.
View Full TextLog in to view the full text
AAAS login provides access to Science for AAAS members, and access to other journals in the Science family to users who have purchased individual subscriptions.
Register for free to read this article
As a service to the community, this article is available for free. Existing users log in.
More options
Download and print this article for your personal scholarly, research, and educational use.
Buy a single issue of Science for just $15 USD.
Abstract
We report on a global social-search experiment in which more than 60,000 e-mail users attempted to reach one of 18 target persons in 13 countries by forwarding messages to acquaintances. We find that successful social search is conducted primarily through intermediate to weak strength ties, does not require highly connected “hubs” to succeed, and, in contrast to unsuccessful social search, disproportionately relies on professional relationships. By accounting for the attrition of message chains, we estimate that social searches can reach their targets in a median of five to seven steps, depending on the separation of source and target, although small variations in chain lengths and participation rates generate large differences in target reachability. We conclude that although global social networks are, in principle, searchable, actual success depends sensitively on individual incentives.