Yesterday USA Today ran a story about how ‘flocking’ behavior has now “landed on social networking sites” like Facebook, MySpace, and Twitter. The article integrates commentary from a number of different sociologists on this trend.

USA Today reports:

The interconnected web of our friends, family, neighbors and acquaintances may dominate our lives more than we know.

They’ve always been there, making up our social support systems. But now, largely thanks to the burgeoning popularity of online social networks like Facebook, researchers are discovering what a powerful influence our connections — both online and off — really have over our lives.

“Those of us who study social networks believe they matter — that things do spread along social networks,” says Claude Fischer, a sociology professor at the University of California-Berkeley.

Another sociologist adds…

“Social networking sites have brought social networks into people’s consciousness,” says Barry Wellman, a sociologist at the University of Toronto in Canada who started analyzing social networks in the 1960s and has expanded his studies to online.

The research:

For the most part, being part of a social network is good for you, research suggests. For example, a study in this month’s Scientific American Mind finds that social support and social networking offer benefits, from additional resilience to greater life satisfaction to reducing the risk of health problems. Other studies in the past two years have found that feeling like a part of a larger group helps in stroke recovery and memory retention and boosts overall well-being.

“In many ways, human beings behave like flocks of birds or schools of fish,” says Nicholas Christakis, a physician and Harvard University sociologist who is co-author of a new book,Connected: The Surprising Power of Our Social Networks and How They Shape Our Lives, out today.

“So many things we normally think of as individualistic — like what our body size is, or what we think about a political topic, or whether we are happy — are actually collective phenomena,” says Christakis, 47.

Whether they’re face-to-face or virtual, social networks influence human behavior and shape everything from finances to the way people vote, say Christakis and co-author James Fowler, a social scientist at the University of California-San Diego.

The authors suggest that the world is governed by what they call “three degrees of influence” — that is, your friend’s friend’s friend, most likely someone you don’t even know — who indirectly influences your actions and emotions.

For example, when a friend starts exercising more, “I change my mind about how much I should be exercising or I share stories with my other friends who are influenced to do the same. You either change your behavior or you transmit information about the behavior to others, who change their behavior,” says Fowler, 39.

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