This doesn’t preclude a company from integrating elements of a customer’s data trail into the record it keeps on them.
When connections can be formed with a click of a button, members of the network in this world will continue to be pulled closer.That makes it imperative for organisations to embrace their role as good custodians of customer data and work to win customer trust by keeping it safe and using it only for purposes to which the customer has previously agreed. Regardless, as we continue to learn about networks it is important to recognize the effect Facebook and other social media is having. For example, in China Facebook is banned, and people may simply choose to not get a Facebook. Also, the study is restricted to Facebook users and does not paint the full picture, as there are significant populations of the world who do not use Facebook. A decrease in average distance is expected with the Internet. People may add each other on Facebook without even knowing each other, let alone being friends. One reason is that while the Internet facilitates connecting to people, many connections are superficial and may hold no meaning.
However, the data should be taken with a grain of salt. It is likely that the average is significantly lower now as Facebook has only continued to grow. The average distance between people had shrunk to 4.74 from 5.28 in 2008. But is that still relevant in the modern world, in which social media and the Internet connect us more tightly than ever before? A study by Facebook and the University of Milan in 2011 showed that on Facebook, 92% of users are connected by only five degrees of separation. We learned in class that in Milgram’s small world experiment, most letters found their target destination within six degrees of separation. Many have heard of six degrees of separation, the idea that we are six “hops” or less from almost everyone in the world.
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