Strengthening Ties on Social Networking Sites : The Effects of Social Learning and Commitment Building

Social networking sites make it easier for people to form, maintain, and identify relationships. Yet, building social capital also involves strengthening weaker ties. Can social networking sites help people strengthen pre-existing ties with others? In this paper, we theorize and test two mechanisms through which the visibility of communication and social information on social networking sites facilitate strengthening ties: social learning and commitment building. Using survey data, we show both mechanisms are associated with building stronger ties over time. And their use together is particularly critical for strengthening ties when time is short. These findings highlight a new use of social networking sites in the development of social capital: strengthening pre-existing ties