Book Review: Nexus by Mark Buchanan

I’ve been working on developing a course on Social Networking and how you can responsibly use the tools and sites out there to promote your small business. In the process of reading up on the topic, I ran across this great book Nexus by Mark Buchanan. Buchanan is a former editor of Nature and New Scientist and has a Ph.D. in physics, so his understanding of science is impeccable and his writing is compelling.

The simplest way to describe the book is that it covers the science behind what we now call six degrees of separation. Buchanan provides rich descriptions of the many research projects that fed into the discoveries behind networks, and small world networks in particular. You’ll read about everything from research into why fireflies and clapping audiences both synchronize their actions to how the rich get richer.

You’ll be left with lots of new questions about the world we live in. But you’ll gain an understanding of how small world networks impact your life (especially those of us who frequent the Web) and maybe a few hints about how to take advantage of this fundamental architecture to promote your business.