Mobile phone data reveal the counterintuitive effect that strong social ties can hinder rather than promote the spread of rumours, say social network theorists

In 1973, the sociologist Mark Granovetter published a paper called “The strength of weak ties” in which he put forward the idea that information largely spreads through society between individuals with weak connections rather than strong ties.

His evidence came from asking a few hundred people how they found their jobs. It turned out that the most common route was through vague acquaintances  rather than through strong friends.   Since then, Granovetter’s paper has become one of the most highly cited and influential in the field of social network theory.

More on the topic here.