Do we put a limit on our close social networks?

New UK study into the behaviour of individuals across various social practices shows we each have our own social signature

For leaders in the marketing industry, there’s no such thing as having too many friends in your social network. But a new study has shown that people inadvertently limit the number of close social contacts.

The persistence of social signatures in human communication study by researchers from a range of universities including the University of Oxford, University of Chester, UK and Aalto University, Finland found people often take a ‘one in, one out’ approach when forming a group of friends they consider to be in close contact with. Each individual's 'social signature' - the pattern of their interactions with different friends and family - varies but remains persistent despite the number of new friends they make.

“Although social communication is now easier than ever, it seems that our capacity for maintaining emotionally close relationships is finite,” said Felix Reed-Tsochas, James Martin Lecturer in Complex Systems at Saïd Business School, University of Oxford. “While this number varies from person to person, what holds true in all cases is that at any point individuals are able to keep up close relationships with only a small number of people, so that new friendships come at the expense of ‘relegating’ existing friends.”

The study looked at patterns of communications between participants and their close friends/not so close friends. It found even the efficiencies of digital communication such as mobile phones didn’t alter an individual's ability to expand their close social network.

“This study used a novel combination of questionnaires and mobile phone data to show that people have a distinctive pattern of communicating with their family and friends, and that this pattern persists even people make new friends as they go to university or work,” said Dr Roberts, from the University of Chester’s Psychology Department.

“Our results are likely to reflect limitations in the ability of humans to maintain many emotionally close relationships, both because of limited time and because the emotional capital individuals can allocate between family members and friends is finite.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in