Our social connections to one another, whether it be online or in real life, give rise to our 'social networks'. Previously, it has often been assumed that the individuals with the most social connections are the primary 'social influencers' and most likely to acquire, and spread, new behaviours. Behaviours were viewed to spread simply based on the amount of exposure to others, just like contracting a contagious disease might depend on exposure to infected individuals. This viewpoint has not only been applied to humans, but also a range of different animal species too.
However, a new study from Oxford University suggests our understanding of animal behaviours are enhanced by drawing on the latest findings in human systems, which show that the most influential individuals are not necessarily the most social ones. Instead, the most important individuals often tend to be those occurring in tight knit friendship circles. Even though these individuals may have relatively few social connections, they wield high influence within their cliques and promote the rapid spread of new behaviours.
Read more (University of Oxford)