Facebook’s data team says that although users are more inclined to share amongst friends they have strong ties to, their sheer number of connections means social networks aren’t echo chambers. Yes, friends’ content sharing is more influential, but Facebook says the majority of the activity comes through connections with weaker connections. I’m a little puzzled why Facebook doesn’t quote its actual data on the latter. And Facebook’s algorithms contribute to the mix (it wants to show you what you’re interested in, but that doesn’t always come directly from close friends). All very interesting, with the major implication for content companies and marketers being: Nothing’s as simple as you thought. It’s not just about reaching “influencers.” Meanwhile, more sharing is on the horizon as rumors suggest a wave of friction-less apps are coming Wednesday.