Transcript Chapter 4 PowerPoint

SOCIAL
CONSUMERS
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But first
 A bit more from Tuesday about Privacy
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What about privacy?
 Do people recognize how much
they’re sharing online?
 Do people realize how little privacy
the Internet gives us? (person search)
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Some reminders
 You have to keep up with what is on
the outline to keep up with the class
 All work is required as assigned for
each week of the project—if you
missed doing the business analysis as
assigned last week, it’s still due
 Reading the material is required – you
must have a book
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Connecting Chaps. 3 & 4
 Chapter 3 is about how to understand
consumers and how to connect with
them
 Chapter 4 explains how social media
enables communication and the
maintenance of relationships. Readers
will learn about how word-of-mouth
communication travels, how networks
are structured, and how ties are
maintained
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Learning Objectives
 Why are relationships critical to social
media and the basis for leveraging the
network effect in social media
marketing?
 How are social networks structured?
 What are the characteristics of online
communities?
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Learning Objectives
 What role does social capital play in
the value of social media
communities? What types of ties do
we have to others in our communities?
 How do ideas travel in a community?
What role do opinion leaders play in
influencing social networks?
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But first…
in Chapter 4
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________ are groups of people who
come together for a specific purpose.
Online
communities
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A __________ is where “people
connect online with kindred spirits,
engage in supportive and sociable
relationships with them and imbue
their activity online with meaning,
belonging, and identity.”
(‘The Well’)
cyberplace
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A __________________is a set of
socially relevant nodes connected
by one or more relations.
(this is based on the basics of
social network theory, the theory
that explains how networks
(whether online or off) work.
Social network
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_________ are members of the network.
nodes
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In Node-to-Node Relationships
___________ occur between nodes
flows
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________ theory suggests that
social networks will be more
powerful communities if there is
a way to activate relationships
among people and objects.
Social object
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_____________ means that the
members of social communities,
not traditional media publishers
such as magazines or newspaper
companies, control the creation,
delivery, and popularity of
content.
Media
democratization
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In Standards of Behavior
___________ are rules that govern
behavior.
norms
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_________________ is when a POST
CONTAINS ALL CAPITAL LETTERS TO
EXPRESS ANGER.
flaming
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An ____________ refers to a view
or an exposure to an advertising
message.
impression
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_____________ are people who are
knowledgeable about many things.
Mavens
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A(n) ______________is a snippet
of cultural information that
spreads person to person until
eventually it enters the general
consciousness.
meme
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Understanding the ‘social’…
 Community Structure
 Social media is first and foremost about
community: the collective participation of
members who together build and maintain a site.
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Understanding the ‘social’…
 Networks: The Underlying Structure of
Communities
 1. A social network is a set of socially relevant
nodes connected by one or more relations.
 2. Nodes are members of the network.
 3. Members (whom we also refer to as network
units) are connected by their relationships (or ties)
with each other.
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Understanding the ‘social’…
 Networks: The Underlying Structure of
Communities
 4. Social networks are sometimes called social
graphs, though this term may also refer to a
diagram of the interconnections of units in a
network.
 5. Nodes in a network experience interactions;
these are behavior-based ties such as talking with
each other, attending an event together, or
working together.
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Node to Node Relationships
 Flows occur between nodes.
 In social media these flows of
communication go in many directions at
any point in time and often on multiple
platforms--a condition we term media
multiplexity.
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Conversations
 Though social media provides an online
space for what are essentially digital
conversations, these conversations are not
based on talking or writing but on a hybrid
of the two.
 Presence refers to the effect that people
experience when they interact with a
computer-mediated or computergenerated environment.
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Power, who’s in control?
 Democracy is a descriptive term that refers to rule
by the people.
 Communist, Authoritarian, Monarchy
 Who was ‘in control’ when you were a child?
 Media democratization means that the members
of social communities, not traditional media
publishers such as magazines or newspaper
companies, control the creation, delivery, and
popularity of content.
 ‘Citizen Journalism’ / User Generated Content
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Standards of Behavior – who
controls behavior?
 Norms are rules that govern behavior.
 Flaming is when a POST CONTAINS ALL CAPITAL
LETTERS TO EXPRESS ANGER.
 Is Commenting moderated?
 Open access sites enable anyone to participate
without registration or identification.
 The social contract is the agreement that exists
between the host or governing body and the
members.
 What happens if you don’t moderate comments?
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Level of Participation
 Ghost Town? For an online community to
thrive, a significant proportion of its
members must participate.
 The two-step flow model of influence
proposes that a small group of influencers
are responsible for dissemination of
information because they can modify the
opinions of a large number of other people.
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Power relationships
 Reward power: one’s ability to provide others with
what they desire.
 Coercive power: the ability to punish others.
 Legitimate power: organizational authority based
on rights associated with a person’s appointed
position.
 Referent power: authority through the
motivation to identify with or please a person.
 Expert Power: Recognition of knowledge, skills,
ability
 Information Power: access to information
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Group Dynamics
 Shared or Compatible Goals
 Progress Toward Goals
 Shared Norms or Values
 Minimal Feelings of Threat Among Members
 Interdependence Among Members
 Competition Form Outside the Group
 Shared Group Experiences
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Group Influence and Social
Capital
 An opinion leader is a person who is frequently able to influence
others’ attitudes or behaviors.
 Homophily refers to the degree to which a pair of individuals is
similar in terms of education, social status, and beliefs.
 A. Social Capital
 1. Social capital, or social currency, is the value which flows
to people as a result of their access to others.
 2. Reputational capital is based on the shared beliefs,
relationships, and actions of those in the community such
that norms, behaviors, and values held and shared by
individuals ultimately support a community reputation.
 3. Online gated communities selectively allow access to only
some people, and may offer a high degree of social capital to
the lucky few who pass the test
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Group Influence and Social
Capital
 An opinion leader is a person who is frequently able to influence
others’ attitudes or behaviors.
 Homophily refers to the degree to which a pair of individuals is
similar in terms of education, social status, and beliefs.
 A. Social Capital
 1. Social capital, or social currency, is the value which flows
to people as a result of their access to others.
 2. Reputational capital is based on the shared beliefs,
relationships, and actions of those in the community such
that norms, behaviors, and values held and shared by
individuals ultimately support a community reputation.
 3. Online gated communities selectively allow access to only
some people, and may offer a high degree of social capital to
the lucky few who pass the test
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What we should understand
 What is the underlying structure of a network?
 How does information flow in a network?
 What are the characteristics common to
communities, whether offline or online?
 the meaning of social capital
 an opinion leader? What sources of power ?
 Why are social communities relevant for word of
mouth communication?
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