Grouped: How and Why We Communicate with Others

Dec 14, 2011

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Grouped: How small groups of friends are the key to influence on the social web

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Summary

People talk for a variety of reasons: Sharing information makes life easier, talking helps to grow social bonds with others, and choosing what we talk about allows us to manage how others perceive us.

We talk about other people, what’s around us, and things that generate strong feelings. Most conversations involve recounting personal experiences, or gossiping about who is doing what with whom.

We talk about brands in passing, often driven by what we see in our environment, and to fill a conversation space with someone else.

Most of our communication is with the people closest to us. We communicate with the same 5 to 10 people 80 percent of the time.

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