>>630>How does this idea of social networks relate to the feedback-loop notion that is central to cybernetics?Cybernetics need not only apply to individual neurons. Any flow of information can be modeled, analyzed, dissected and hopefully understood thereby.
Feedback loops are not necessarily required in cybernetics. Feed forward networks are one such system whereby feedback loops are not required (depending on implementation, training, and use).
In a social network individuals makeup the nodes and messages / pictures / statuses etc. propagate across the network. A node may generate a signal of interest/value to other nodes and said signal may cause the individual to make posts in a similar vein to receive similar interest/reward.
The typical loop is Sense, Decide, Act, repeat. When Sensing an environment that has been modified by prior action one may formulate new decision based upon the prior decision, thus creating a feedback loop. Such systems can be applied nearly universally in reality to classify and understand reactive events. Even light filaments sense their voltage, decide to emit photons, and act to propagate heat and light (which can then change resistance of the filament, etc).
Social networks often provide a notification of reply feature that feeds back into the Sense, Decide, Act loop. Feedback in a social network can be a positive or negative thing, but the act of receiving feedback itself is typically experienced as a positive thing. This creates a positive feedback loop whereby interaction in the social network is incentivized spurning more interaction.
There are many other such feedback loops in social networks, some less immediate than others. Try learning to manipulate messaging via providing the (un)desired social incentives to subjects. Comment or interact with nodes that generate information you wish to propagate more, and shun/distract others away from undesired info sources. Often self-valuation of action in a social context is relative, so one can inflate interaction proportionate to others to boost esteem or increase interaction with all but the subject to lower esteem. This works best with multiple (sock puppet) social networking accounts / personas and applies both online and off.