In human societies, cultural norms arise when behaviours are transmitted with high-fidelity social learning through social networks1. However a paucity of experimental studies has meant that there is no comparable understanding of the process by which socially transmitted behaviours may spread and persist in animal populations2,3. Here, we introduce alternative novel foraging techniques into replicated wild sub-populations of great tits (Parus major), and employ automated tracking to map the diffusion, establishment and long-term persistence of seeded behaviours. We further use social network analysis to examine social factors influencing diffusion dynamics. From just two trained birds in each sub-population, information spread rapidly through social network ties to reach an average of 75% of individuals, with 508 knowledgeable individuals performing 58,975 solutions. Sub-populations were heavily biased towards the technique originally introduced, resulting in established local arbitrary traditions that were stable over two generations, despite high population turnover. Finally, we demonstrate a strong effect of social conformity, with individuals disproportionately adopting the most frequent local variant when first learning, but then also continuing to favour social over personal information by matching their technique to the majority variant. Cultural conformity is thought to be a key factor in the evolution of complex culture in humans4-7. In providing the first experimental demonstration of conformity in a wild non-primate, and of cultural norms in foraging techniques in any wild animal, our results suggest a much wider evolutionary occurrence of such apparently complex cultural behaviour.

Animals use social information in a wide variety of contexts. Its extensive use by individuals to locate food patches has been documented in a number of species, and various mechanisms of discovery have been identified. However, less is known about whether individuals differ in their access to, and use of, social information to find food. We measured the social network of a wild population of three sympatric tit species (family Paridae) and then recorded individual discovery of novel food patches. By using recently developed methods for network-based diffusion analysis, we show that order of arrival at new food patches was predicted by social associations. Models based only on group searching did not explain this relationship. Furthermore, network position was correlated with likelihood of patch discovery, with central individuals more likely to locate and use novel foraging patches than those with limited social connections. These results demonstrate the utility of social network analysis as a method to investigate social information use, and suggest that the greater probability of receiving social information about new foraging patches confers a benefit on more socially connected individuals.

Social environments have an important effect on a range of ecological processes, and form a crucial component of selection. However, little is known of the link between personality, social behaviour and population structure. We combine a well-understood personality trait with large-scale social networks in wild songbirds, and show that personality underpins multiple aspects of social organisation. First, we demonstrate a relationship between network centrality and personality with 'proactive' (fast-exploring) individuals associating weakly with greater numbers of conspecifics and moving between flocks. Second, temporal stability of associations relates to personality: 'reactive' (slow-exploring) birds form synergistically stable relationships. Finally, we show that personality influences social structure, with males non-randomly distributed across groups. These results provide strong evidence that songbirds follow alternative social strategies related to personality. This has implications not only for the causes of social network structure but also for the strength and direction of selection on personality in natural populations.