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Yahoo Uses Facebook to Test Six Degrees of Separation Theory

 & Jill Duffy Contributor

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How many people separate you from, well, me for example? Yahoo Research is testing whether the theory about six degrees of separation—that any two people can be shown to be connected through friends in six links or fewer—is true. And if you have a Facebook account, you can participate in the project, called the Small World Experiment.

The Small World Experiment is designed to test whether anyone in the world can get a message to anyone else, randomly selected from a pool of Facebook users who agree to make themselves a "target," in six steps by passing it from friend to friend. Sociologists have long pondered whether the theory has any teeth, but there's never been any solid evidence to support or disprove the idea.

Yahoo! Small World Experiment

The experiment, which is open to anyone with a Facebook account (pending your agreement that Yahoo's app can access certain information about you), starts with becoming a "sender," or person at one end of the chain. You're then given a "target" or person you must try to reach in six steps or less. The volunteer target also provides some personal information, such as work history, schools attended, age, current city of residence, and spouse's name.

After perusing the fact sheet, senders must choose only one of their Facebook friends to start the chain. An email is sent to the person in question, and if they choose to participate, they'll follow the same procedure.

Through questionnaires, the researchers at Yahoo are collecting information about who participates in the chain. Additionally, if you opt to become a target (which anyone can do completing one sender transaction), you're asked to fill out an additional questionnaire, which will become your profile sheet for the sender who receives you as a target. (One note: I had better luck signing up and participating in Firefox than Chrome.)

The study is led by principal research scientist at Yahoo Research, Duncan Watts, who was inspired by a 1967 experiment by Stanley Milgram at Harvard.

About Our Expert

Jill Duffy

Jill Duffy

Contributor

My Experience

I'm an expert in software and work-related issues, and I have been contributing to PCMag since 2011. I launched the column Get Organized in 2012 and ran it through 2024, offering advice on how to manage all the devices, apps, digital photos, email, and other technology that can make you feel overwhelmed. That column turned into the book Get Organized: How to Clean Up Your Messy Digital Life. I was also the first product reviewer at PCMag to test fitness gadgets, including everything from early Fitbits to smart bras.

Currently, I'm passionate about the meaning of work and work culture, and I enjoy writing about how managers and employees can communicate better, with or without software. My most recent book is The Everything Guide to Remote Work. I also love a good workplace drama. 

In addition to writing about work, I cover online education, focusing on learning for personal enrichment and skills development. I have a soft spot for really good language-learning software. Although I grew up speaking only English, some twists and turns in life led me to learn Spanish, Romanian, and a bit of American Sign Language. I've studied at the university level, as well as at the Foreign Service Institute, where US diplomats and ambassadors learn languages.

My writing has also appeared in WIRED, the BBC, Gloria, Refinery29, and Popular Science, among other publications.

Follow me on Mastodon.

The Technology I Use

Squeezing every last bit of usage out of the devices I already own is the only way I can tolerate my personal consumption. In other words, I do not own the latest cutting-edge technology. I buy things that will last and try to take care of them.

My life is organized by Todoist, and my notes live in Joplin. Where would I be without Dashlane as my password manager? Probably locked out of all my many online accounts—I have more than 1,000 of them.

When I share my contact information, it's an excruciatingly long list of phone numbers, messaging apps, and email addresses, because it's essential to stay flexible while also remaining somewhat mysterious.

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