Summary

Introduction 3

Chapter 1
Social Media 6

Chapter 2
Social Media and Companies 14

Chapter 3
Network organization 21

Conclusions 24

References 26
Introduction

Introduction

Back to summary -3-

Introduction

Both individuals and organizations must is how different communities have arisen

develop different effective communicative and, together with them, new challenges

strategies. They have to stay in constant and different ways of learning, as well as

touch with colleagues, clients, stockholders, new ways to take advantage of the shared

owners, suppliers and workers. However, knowledge.

to keep all these communication channels

is complex and expensive. Luckily, we

now have a resource that allows us to

systematize, control and increase the

communication: that is the Internet.

Within this framework, new platforms have

been set up, under the name of ‘’social

media or social networks’’, in order to join Video Social Media in Business

together a large number of people willing to

show in the Internet their everyday life. This

Back to summary -4-

Introduction

According to an aphorism related to the open source: ‘’a good community, even with a bad

open source, creates a good project’’. If the members of a community are committed to

accomplish a certain goal, they will be fully involved in identifying and making the necessary

improvements.

The Internet is currently minimizing the costs (in time, money, efforts…) of, not only,

explaining something with words but also of transmitting images, videos, voice, data and

any other elements that can be digitalized. We are now witnessing a transformation that can

easily be compared with the invention of the telegraph or the printing press. For this reason,

we can affirm, together with Manuel Castells, that ‘’the Internet is the tissue of our lives’’.

Back to summary -5-

Chapter 1 Social Media

Social Media
Chapter 1

Back to summary -6-

Chapter 1 Social Media

Each and every one of us is part of a sig- We can find different network classifica-

nificant network: our job, our family, our tions depending on:

friends and our loved ones. Humans tend to

˜˜ The objectives pursued: production
organize themselves around different net- networks, knowledge networks, colla-
works. borative networks, etc.

Networks consist of a set of interconnec- ˜˜ The type of members that make up

the network: work network, friends-
ted nodes. Or, in other words, groups of
hip network, networks based on blood
individuals that share a common goal that
relationships, etc.
has been previously agreed through mu-
˜˜ Their degree of relationship: formal
tual cooperation and dialogue. Therefore,
or informal networks; vertical or hori-
each member must respect what has been
zontal networks.
agreed upon and make sure that all the
˜˜ The geographical area in which they
goals and objectives are met.
operate: local networks, regional net-
works, national networks or transna-
tional networks.

Connetors
Relationships
Links
Interests

Nodes
People
Websites
Community

Infographic Components of a network.

Back to summary -7-

Chapter 1 Social Media

John A. Barnes, an anthropologist from

the Manchester School, adopted the term

of social network in the 1950s while he was

conducting a research on complex African

societies. At first, this term was only used

to describe the structure of these types of

communities, noted for being highly decen- Video Social Media in Business

tralized and even chaotic.

This term was quickly used in other fields, When we talk about an online social net-

such as in Sociology, Mathematics or Com- work, we refer to webpages or digital plat-

puter science. But, believe it or not, the forms that allow us to establish any kind of

term of ‘’social network’’ has become out- online social relation. The fact that increa-

dated. In fact, Bruce Kapferer, one of the sed the use of these social media is that

foremost experts on this field, once sugges- the users have taken on the role of content

ted in an interview given in 2000 that this producers, which was previously limited to

topic was rather ‘’worthless’’ for the Anthro- the mass media.

pology. However, the concept of ‘’social

network’’ has become very important due to Social networks are a

the arrival in 2003 of MySpace, of Facebook
space to exchange ideas
in 2004, and few years later, of Google+,

Twitter and LinkedIn. But it now has acqui-

and build relationships.
red a different meaning. Certainly, they have
With the arrival of the new Information
become a place where
and Communication Technologies (IT) socialize with other
and the social media, new forms of people and produce
interpersonal relations have emerged.
quality content together.

Back to summary -8-

Chapter 1 Social Media

Infographic The most popular social networking sites by country. Source: Alexa & SimilarWeb traffic data

We can affirm that social media have made

possible new forms of work and coordina-

tion on a large-scale. They have replaced

the linear and centralized chains of com-

mand, enabling the content creation that

leads to common source of knowledge. Per-

haps that is why more and more of us have

a personal profile in those social networks.

The technological tools for enhancing the

efficacy of the online social networks focus

on three main areas, the 3C (Communica-

tion, Cooperation and Community).

Back to summary -9-

Chapter 1 Social Media

This set of tools makes us conceive the interests. However, since technologies elimi-

Internet as a decentralized network of tan- nate distances in space and time, in the new

gible and intangible resources; a network virtual communities we all are neighbors.

from which we get share capital and the These communities appear on different

necessary knowledge to form communities. platforms, such as Facebook, Instagram,

The result of the member’s association be- Tumblr, etcetera, and they share these cha-

longs to the community itself; it can never racteristics:

be attributed to individuals.
Community feeling.
We share codes, interests, tastes,

preferences, age groups, etc.

Types of networks depending

on the users.
Tuenti is mainly for Spanish

teenagers, LinkedIn is more professional,

Video James Fouler. The Social Network Effect
Twitter is used to receive and send micro-

bloggings, etc. The language used is com-

Social media based in technology have pletely different in each network; the same

transformed the actions and ‘’natural’’ be- information is likely to be written differently

haviors of the communities, which are now whether we use Facebook, Twitter or Goo-

developed in a digital context, capable of gle+.

generating more effectively the shared Networking structure. As its name suggests,

knowledge. Before the arrival of the Inter- the social networks have a cross-linked

net, the communities were determined by structure. In other words, users act as no-

the space in which they resided, given that des that can link up with each other, esta-

the space defined the neighborly relations blishing a non-hierarchical structure, where

and the possibilities to share and exchange any user can interact with another.

Back to summary - 10 -
Chapter 1 Social Media

Social networks in the Internet are not isola- Facebook site. This makes it easier for users

ted but rather they are structured around a to interact, so we can firmly state that social

set of networks in which we project oursel- networks offer a great combination of com-

ves. That means we are part of ‘’a network of munication possibilities.

networks’’. Users usually have several pro-

Flexibility
files in the most common social networks
They have a high adaptive capa-
and, in addition, they keep them active for
city. You can easily log in and log
a long time. In fact, some programs like
out a social network without big efforts
Hootsuite or TweetDeck show that we tend
and you do not have to fulfill an essential
to integrate our information in different
condition. However, this fact also determi-
networks. We can, for example, share our
nes the type of relationships that are built
Twitter status in Tuenti or watch a video in
in these kind of social networks. It is quite
YouTube and share it in your
easy to add 500 friends on Facebook but

does it mean we really have 500 friends

How many friends can I actually

have?
In 1992, the evolutionary anthropologist Robin
Dunbar conducted a research on primates. His wor-
king hypothesis was that animals have greater brain
capacity by the fact that they live in community.
When he applied his findings to humans, he deter-
mined that humans are biologically unable to keep a
personal relationship (when it implies more than just
a few superficial words) with more than 150 people.
This corresponds to what is commonly known as the
Dunbar’s Number.
This theory, that has become really popular, does
not work in the digital world, as Facebook affirms.
According to the network of Mark Zuckerberg, 99,6%
of users have at most 5 intermediaries that link them
together, while 92% are more closely linked (4 inter-
mediaries). If this is a small world, the network is a
much smaller one.

In this context, in 1930, the Hungarian writer Frigyes 5 15 35 150 500 1500
Karinthy explained his theory Six degrees of sepa-
ration. This theory affirms that everyone on Earth is
connected via a network of acquaintances that has
no more than five intermediaries (it can connect any Dunbar’s Number

two people in a maximum of six steps).

Back to summary - 11 -
Chapter 1 Social Media

in real life? Absolutely no. They are small terized by their instability, mobility and their

nodes inside our social network with whom constant mutability, characteristics that can

we keep a weak relationship. It is true that be attributed to social networks.

one of these nodes can become essential in

Nevertheless, if we go back to what we said
our community and be an important part in
at the start of this chapter, the latest re-
our lives (for example, online love relation-
search on networks demystify their social
ships); but this is still the exception rather
phenomenon. According to the anthropo-
than the rule.
logist Carlos Reynoso, networks are not as
The concept of flexibility is linked to the
democratic as the theory shows, because
concept of liquidity. Zygmunt Bauman sta-
they also create the inequalities that exist in
ted in his book Liquid Modernity that post-
the ‘’offline world’’. When a user logs into a
modern and globalized societies are charac-
network, he seeks to integrate into a group

Graphic Connection by devices to social networks in Spain.

Source: Estudio Anual Redes Sociales, IAB, abril 2017

Back to summary - 12 -
Chapter 1 Social Media

following a series of techniques: on Face- generates very little volume of traffic and just

book he joins pages with many followers, on a few have a huge impact.

Twitter follows famous personalities, etc. All

This means that, even though all users can
of that affects the contents that, even if they
have the same impact as Hollywood stars,
might be valuable, do not generate the traffic
world’s political leaders or football players,
necessary to become relevant.
it never happens. Although the cyberspace

When applying mathematical models, Rey- was designed as a democratic place where

noso determines that social networks do not all users could be equal, there are still some

follow a normal statistical distribution, but users who gain all the attention, which is

instead are guided by the Pareto Principle. exactly what happens in real life. Even though

There are not many pages (groups, accounts, networks were designed to host a fair and

profiles…) with medium volume of traffic and equal community, in practice they have en-

there are a few with little or great volume of ded up showing the same inequalities that

traffic. On the contrary, most part of nodes existed before the digital area and that still

continue in the present.

Graphic How many use social networks in Spain?

Source: Estudio Anual Redes Sociales, IAB, abril 2017

Back to summary - 13 -
Chapter 2 Social Media and Companies

Social Media
and companies
Chapter 2

Back to summary - 14 -
Chapter 2 Social Media and Companies

Generally speaking, when we talk about so- their visibility and reputation, increasing

cial media for companies, we do not mean their business results.

a social platform designed exclusively for

Provide relevant information, run promo-
a company (we will come back to this issue
tions, meet the client’s needs in real time,
later) but the use they make of the existing
clear up any doubts, link them with the
ones. We aim to analyze how companies,
mission and company’s view of the future….
businesses, professionals or entrepreneurs
Companies use social media such as Face-
benefit from social media. Thanks to an ap-
book, LinkedIn, Twitter, Google+ or Plaxo
propriate strategy, they can take advantage
to perform all these tasks and to turn their
of their presence in social media to enhance
clients into brand ambassadors.

Graphic Commonly used social media platforms

Source: 2016 Social Media Marketing Industry Report.

Back to summary - 15 -
Chapter 2
Advantages and risks of social media for companies
Advantages
˜˜ Helping with marketing tasks
˜˜ Improvement of the communi-
cation
˜˜ Efficiency of the knowledge ma-
nagement
˜˜ Greater commitment to emplo-
yees
˜˜ Increase in productivity
˜˜ Enhancing the brand reputation
˜˜ Growth of commercial innova-
tion
˜˜ Facilitate the recruitment pro-
cess
Social media are a real support for com-
panies; therefore it is essential to keep an
open-minded attitude in order to unders-
tand them. As with any other developments
in technology, companies must adapt their
culture and their working methods so that
they can develop their own business po-
tential. Most companies are willing to have
a presence in major social media, but one
thing is to take part in this phenomenon
Back to summary
Social Media and Companies
Risk
˜˜ Damaging the brand reputation
˜˜ Posing potential security risks
˜˜ Reducing the employee’s producti-
vity
Iria Vázquez, Head of the Servi-
ce and Quality Department of
Addeco, affirms that ‘‘we know
brands and clients are present
in social media, but so are our
most valuable goods: our em-
ployees’’.
and a very different one is to be present
without being careful about what we write
and what we share.
In companies, workers have a large net-
work of contacts that can be useful for
them or their colleagues at some point, but
this exchange of data might have been so
far very limited and unorganized. Neverthe-
less, companies are incorporating, little by
little, new IT systems that make even easier
- 16 -
Chapter 2 Social Media and Companies

Graphic Benefits social media marketing

Source: 2016 Social Media Marketing Industry Report.

and faster the management and exchange These social media, designed exclusively

of those contacts, for example: the promo- for companies, allow them to empower the

tion of corporate social media, aimed at employees’ talent, to enhance their motiva-

intensifying intern communications. Such tion and connection with the company as

tools allow workers to share and exchange well as boost their productivity. The use of

thoughts or ideas, work with groups fully these types of networks (whether general

integrated or simply relate to one another or corporate networks) may have beneficial

through the social network called Yammer. effects on the company results but also may

lead to adverse consequences whenever

they are not properly used.

Back to summary - 17 -
Chapter 2 Social Media and Companies

ge. Moreover, it stops us from kee-

ping track of our online reputation

and having an online feedback on

our products and services.

˜˜ Be present in social media becau-

se it is trendy. There are a large
Video The Rewards and Risks of Social Media
number of companies and profes-

sionals who have different profiles

in social networks because that is

The dark side what everybody does, even though
of social media they do not believe in their poten-

tial.
To talk about the professional uses of so-

cial media requires a deep knowledge of ˜˜ Wrong presence in social media.

them, their apps and their eventual use for If we do not show a good version

the normal functioning of the company. of ourselves, we could damage the

However, some people use them for corpo- image of our company and bring

rate purposes without even having a basic bad consequences for ourselves.

knowledge of them, which leads them to

˜˜ The task of managing the presen-
make the wrong decisions about their com-
ce of the company in social media
panies.
falls into the wrong hands. The

Bad practices when using social media: work of the Community Manager in-

side a company is essential in order

˜˜ Not being active in social media. It
to have an appropriate presence in
is always a wrong decision because
the Internet. If we hire the wrong
if we are absent while our competi-
person or the wrong team, we might
tors our online, we might arrive to a

situation of competitive disadvanta-

Back to summary - 18 -
Chapter 2 Social Media and Companies

ruin all the accomplishments made will damage our presence in social

so far. media.

˜˜ Not dealing with bad reviews. ˜˜ Not being able to react in time.
Getting bad reviews in social net- When facing an online reputation

works is something quite usual, as crisis, if we do not react in due time,

well as in other platforms or situa- we could lose some credibility in the

tions. We have to learn how to ade- eyes of our users/clients. Therefo-

quately respond to them and not re, we need to regularly check the

behave like a bull in a china shop. opinions of our company and brand,

We need to answer correctly and in order to react when appropriate

analyze whether these bad reviews and in time, avoiding major pro-

are groundless or not, if we are blems. We all make mistakes but

doing something wrong or if there not accepting them is the worst

is way to improve the quality of our decision we could ever make.

products or services.
˜˜ Ignoring the power of social me-
˜˜ Failure to adapt to changes or dia. Despite we all know the power

adapting at an inappropriate of social media, there are still some

speed. The world 2.0 moves at a people who do not value the power

fast pace, changes are deep and they have acquired. They are,

constant, so not adapting to them without a doubt, the fifth power, a

in the right time is a mistake we universal and shared power, which

must not make. That is why we must can be catastrophic to certain com-

review our presence in social media panies.

in order to understand the chan-

˜˜ The absence of a backup plan. The
ges that take place in the Internet
best companies’ policy is not, in ge-
and adapt to them. Otherwise we
neral terms, to improvise. However,

Back to summary - 19 -
Chapter 2 Social Media and Companies

we see that this happens non-stop. son, founder of Virgin, employees

Having a backup plan will reduce have always been the best brand

significantly the problems we might ambassadors. If they feel connec-

face at some stage. ted to it, the company will improve

their reputation and will be able to

˜˜ Ignoring the employees’ poten-
attract more clients and more talen-
tial regarding the possible dis-
ted employees. Right now, thanks
semination of the companies’
to social media, this phenomenon
work in social media. Thanks to
is accentuated. A highly regarded
a proper negotiation with them
employee has a direct impact on
we could have their help, because
the company’s image. Or, in other
we might never forget that they
words, a company will improve its
will be aware of the fact that if the
online reputation when enhancing
company is doing well, they will do
the image of its employees.
fine too. According to Richard Bran-

Phil Mennie, author of Social Media Risk and

Governance, discusses what the future of
Social Media Risk and Governance looks like,
and identifies the opportunities and threats
to future-proof your organisation. Phil Mennie
is PwC’s Social Media Risk and Governance
leader, helping his clients harness the power
of social media through good governance and
risk management.

Social Media Risk and Governance is a practical

guide to the components and considerations
which make up a good social media governan-
Video Phil Mennie. The Future of Social Media Risk and
Governance ce strategy

Backto
Back tosummary
summary --20
20--
Network
Organization
Chapter 3
Chapter 3 Network Organization

We have focused so far on social media.

However, social media are not the only ex-

pression of digital communities. There are

other platforms that will help us manage

our own networks and establish an effective

communication with the nodes of such net-

works. In this chapter we will focus on two Video Trello. A Quick Overview

of these platforms: Trello and Slack.

Cards can be moved between lists as they

Trello progress through the project.

One of the main features of Trello is that it

Trello is a task manager based on the Kan-
allows members of a certain team to share
ban method. It lets you organize your tasks
the same board, so that everyone can keep
thanks to different boards, organized in
track of the status of the project, see the
columns. Each of these columns represent a
tasks that are finished and the ones that are
stage of progress (to do, in progress, finis-
pending. You can also be updated with the
hed, home, work…), in which you can add
status of the different tasks pending, deadli-
cards, as if they were post-it notes, that con-
nes, as well as check what each writer is
tain the description of the different tasks.
working on and where they are in the pro-

cess. Trello has its own calendar (that can

be automatically linked to the one of Goo-

gle) so you can attach deadlines to cards.

Trello gives you a visual overview of the

project’s status thanks to its images, colored

labels and any other necessary resources.

Cards can also include lists, images, videos
Trello’s interface is simplistic and elegant
and all types of attachments, as well as co-
but it includes powerful features and tools.
lored labels, comments and even checklists.

Back to summary - 22 -
Chapter 3 Network Organization

You can plan and develop the most com-

mon daily tasks as well as very big projects.

Trello is, without a doubt, a very useful

tool for applying the seven habits of highly

effective people that we have previously

Slack is a very useful tool, which allows you
mentioned.
to centralize communication. It integrates

with other tools so that you can save time

and it ensures a quick and easy access to all

Alternatives to Trello contents and files. You might organize your

conversations in channels so you can make

a channel for a department, a project or a

team… Channels can be open (all members

have a transparent view of what is going on

and can join the conversation) or private

(no one can see or join the conversation, it

is an invite-only channel). You can also send

direct messages to a person instead of a

group; it is completely private and secure.

Slack

Slack is another essential application to

increase the productivity of working groups.

Slack is an instant messaging system that

brings together all types of mass media in

a single app and integrates with apps and

services, such as Dropbox, Google Drive,

Twitter, Skype, Trello… Video Trello. A Quick Overview

Back to summary - 23 -
Chapter 4 Anthropology in the organizations

Conclusion

Back to summary - 24 -
Chapter 4 Anthropology in the organizations

The use of social media and other digital platforms has grown exponentially over the past few

years. There are now more users in Facebook than inhabitants in EEUU. Twitter, LinkedIn or

Instagram have become indispensable for millions of people who spend a good part of their

day trying to maintain a dense network of contacts.

Naturally, the business sector has not stayed out of the way of changes deriving from the arri-

val of social media. We have seen how the professional world has evolved during the last few

decades leading to new practices inside companies.

Why would companies rather be in a place where, among other things, time goes by slowly

or where they can share contents with friends? As we have seen, networks allow us to reach

potential clients, have a first-hand insight into market demands, increase the organization’s

visibility and report on their business activities. With corporate social media, you have the

opportunity to create a real integrated network with the staff of your company.

Companies simply appreciate having the opportunity to share their space with clients and

other interested parties. They can even become something else: fans, followers, friends,

listeners…But of course, it is no easy task achieving these objectives and companies must be

cautious about bad practices with social media.

Back to summary - 25 -
References

References

Back to summary - 26 -
References

˜˜ Adler, P. & Kwon, S. (2002). Social capital: Prospects for a new concept. Academy of
Management Review.

˜˜ Ahuja, G. (2000). Collaboration networks, structural holes, and innovation: A longitudinal

study. Administrative Science Quarterly.

˜˜ Baeza-Yates, R. & Ribero-Neto, B. (1999). Modern Information Retrieval. Massachusetts:

Addison-Wesley Longman Publishing Co.

˜˜ Bailyn, E. (2013). SEO Made Easy: Everything You Need to Know About SEO and Nothing More.
Ed. Que.

˜˜ Barabasi, A. L. (2002). Linked: The New Science of Networks. Cambridge, Perseus.

˜˜ Brown, J. S., & Duguid, P. (2000). The social life of information. Boston: Harvard Business
School Press.

˜˜ Cohen, D. & Prusak, L. (2001). In good company: How social capital makes organizations work.
Boston: Harvard Business School Press.

˜˜ Dawson, R. (2003). Living networks: Leading your company, customers, and partners in the
hyper-connected economy. Upper Saddle River, NJ: Financial Times Prentice Hall.

˜˜ Reagans, R. & Zuckerman, E. (2001). Networks, diversity, and productivity: The social capital of
corporate R&D teams. Organization Science, 12(4), 502-517.

˜˜ Shirky, C. (2012). Excedente cognitivo: Creatividad y generosidad en la era conectada.

Barcelona: Deusto.

˜˜ Wenger, E.; White, N. & Smith, J. (2009). Digital Habitats: Stewarding Technology for
Communities. Portland: CPsquare.

Back to summary - 27 -
Glossary

Glossary

Back to previous page - 28 -

Glossary

Blended networking Corporate social media

Social media resulting from an online and Platforms specially designed to connect

offline life, that focus on different interests the employees of a company in order to

(sports, music, photography…). They publish information, coordinate projects or

combine online interactions with face-to- just begin conversations. As well as we find

face events, responding this way to all those on Facebook, these social networks have

who regularly critize the over-dependency a complex notifications board, allow us to

on the virtual world instead of the ‘’like’’ the publications of other employees,

development of social and communication send private messages and see the contacts

skills. of our friends. In short, these limited social

networks are restricted to the members of a

Bruce Kapferer
particular organization.

Australian-British social anthropologist.

Dlvr
Ph.D. at the University of Manchester,

under Max Gluckman, 1969. Fieldwork in With this tool we can automatically publish

Zambia (1963-1966), Sri Lanka (1972 and the contents of our blog or webpage in the

later) and Australia (1974 and later), South social networks that we find appropriate.

Africa and Kerala, India (1998 and later).

IFTTT
Among his most influential work is his

comparative monograph on Sinhalese and The acronym stands for “if this then that”,

Australian nationalism: Legends of people, that we could translate as follows: “si esto

myths of state: Violence, intolerance and entonces aquello”, a normal conditional

political culture in Sri Lanka and Australia, sentence used in computer programming

1988). Research themes include ritual and that allows us to execute a particular action

performance, politics and the state, identity, (that) according to a condition (this).

nationalism and violence, urbanization.

With the IFTTT app you can set up a great

number of combinations between social

Back to previous page - 29 -

Glossary

media, messaging services, blogs… You only fieldwork in Bremnes on Bømlo, Norway.

have to set a condition (or trigger) for one His anthropological studies ranged from

of its supported services and the type of New Guinea to Norway. His interests and

action that will do in any other. An example: writings extended across the social and

if I write a new tweet (trigger/this), publish a political sciences and beyond

new post in Tumblr (that).

Kanban Method
IT
Kanban is a Japanese word that

The Information and Communication means ‘’card’’ or ‘’board’’. It is a project

Technologies (IT) are a set of technologies management system that divides the work

designed to manage the information into small tasks. Each and one of those

and send it from one place to another. tasks are written in post-its and are placed

They cover a great range of solutions. in a board divided into columns. Columns

The Information and Communication represent the possible stages of a certain

Technologies include the technologies tasks (to do, in progress, finished, etc.). The

that allow us to do the following: store tasks move from one column to another as

information, save it, send and receive we complete them.

contents, or process information in order to

Manuel Castells
calculate findings and elaborate reports.

Manuel Castells is a sociologist and

John Arundel Barnes
Professor of Sociology and Urbanism in

He was an Australian and British social the University of Berkeley, as well as the

anthropologist. Among others, he is known Director of the Internet Interdisciplinary

to be the first to use the concept of social Institute of the Universidad Abierta de

networks in a scientific context. This was in Cataluña and President of the Academic

1954, in the article “Class and Committees Council at the Next International Business

in a Norwegian Island Parish”, in which he School. He undertakes research on

presented the result of nearly two years of Information Society and the State Theory.

Back to previous page - 30 -

Glossary

In the last twenty years, he has conducted with whom any one person can maintain

an extensive research that relates the stable relationships”.

economic developments with political,

Share capital
social and cultural transformations within

the framework of an Information Theory. The share capital measures the sociability

of a human group, as well as those aspects

Richard Branson
that increase both mutual collaboration

He is an entrepreneur, owner of a bunch and social relationships. One of the best

of companies of the Virgin brand. He has researches in share capital is the French

companies in different sectors, such as the sociologist Bourdieu.

aviation sector, the finances, beverages,

Six Degrees of Separation
mobile phones, books or travel agencies.

He is also known for his love for the aviation The theory of the Six Degrees of Separation

world. He has broke several world records affirms that anyone in the world is

by sea, land and air. connected to another via a network of

acquaintances that has no more than five

Robin Dumbar
intermediaries. According to this theory,

He is a British anthropologist and we are connected to anyone on earth in a

evolutionary psychologist and a specialist in maximum of six steps.

primate behaviour. He is currently head of

Zygmunt Bauman
the Social and Evolutionary Neuroscience

Research Group in the Department of He was a Polish sociologist and philosopher.

Experimental Psychology at the University Bauman was one of the world’s most

of Oxford, and a visiting professor at Aalto eminent social theorists, writing on issues

University. He is best known for formulating as diverse as modernity and the Holocaust,

Dunbar’s number, a measurement of the postmodern consumerism and liquid

“cognitive limit to the number of individuals modernity.

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