Since it first started social media has been connecting people all around the globe. It is human nature for us to want to be liked…admired for something….and in today’s social media we can even be “followed”. When someone “likes” one of our photos we share on social media, it gives our ego a boost and all of us enjoy having our ego boosted. When our article or photo gets “shared”, it also gives us a feeling of being connected to that person, whether we really know them or not. We think in some way by them sharing or liking our article or photo we have something in common with that person, a connection of some sort.


Homophily limits people’s social worlds in a way that has powerful implications for the information they receive, the attitudes they form, and the interactions they experience(McPherson & Smith-Lovin, 2001). In social media such as FaceBook, when you look or search for something in particular, it’s noted and in no time ads and/or similar pages are appearing in your newsfeed. This also happens when you search for something with Google. Ads of similar things will start appearing in your newsfeed on FaceBook. This is good for companies trying to get you to buy their products…it gets their feet in the door without you thinking about it.


The contribution that platform algorithms to the development of homophily on the social media site FaceBook gives sellers and page owners a way onto your newsfeed just from you liking or following their ads or pages. They become aware of what is relevant to you and what you would like to be aware of. Facebook alters its algorithms all the time, making this a constant race between marketers and everyone else(


McPherson, Miller and Smith-Lovin, Lynn (Birds of a Feather: Homophily in Social Networks, Annual Review of Sociology. Vol. 27:415–444 (Volume publication date August 2001)