Let's all be friends

consider using the science of social networks as a tool to do this. True, many claims for the power of these are based on the hype surrounding major social networking websites. But the basic idea is simple: people can join together in groups with particular patterns of social links, and these patterns then have important effects on the way they behave. The shape of these networks has surprising effects. Take an unlikely example: stage musicals. Brian Uzzi is a sociologist at Northwestern University in Chicago. He is also a big fan of musicals. Musicals have been big business for decades, but investors have to guess which shows will be a hit. Bye Bye Birdie, a profitable 1960 production, ran for 607 nights. Bring Back Birdie, its 1981 sequel, closed after just four. Intrigued, Uzzi used network science to find out why.