As we go diving into the festivals of social networks proliferate, it is increasingly receiving friend requests from people who do not know, physically or only virtually. We "have seen" We "have read" we are friends and decide to invite friends to join your network. They become, if we let them in
false friends online. A
recent study shows that we rely more on personal recommendations of people we know, that unknown bloggers. Not surprising because bloggers known-but-unknown are becoming legion and are already part of an ecosystem is not so far away from traditional media. 
If we add to these bloggers, false "friends online", it is not surprising that buy recommendations are not as effective as intended. 
However, care for and maintain relationships with people we know, however dimly, a contact, an event, a meal-is much more effective in expanding our circle of trust, influence. These weak links open our doors, we recommend for jobs, help us decide on a purchase to get a sale ... worth their weight in gold. Let's go out into the street, and begin to listen and give love to people. Seize these social productivity tools to keep the flame alive, but intact, and our social capital will be increased along with our power of persuasion.
The scientific explanation was developed 35 years ago, Mark Granovetter
in his study "The strength of weak ties" (pdf
).
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