Network Structure And Group Influence In Social Media Paper.
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? Network Structure And Group Influence In Social Media Paper.
§ How do ideas travel in a community? What role do
opinion leaders play in influencing social networks?
§ What role does social capital play in the value of
social media communities? What types of ties do
we have with others?
Online Communities
§ Online communities are groups of people who come together for a specific purpose, who are guided by community policies, and who are supported by Internet access that enables virtual communication.
ú Qzone
ú Google +
ú TencentWeibo
ú WhatsApp
ú YouKu
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Network Structure And Group Influence In Social Media Paper.
Social Networks
A social network is a set of socially relevant
nodes connected by one or more relations.
Networks: The Underlying
Structure of Communities
It’s a Small World After All
§ Six degrees of separation is an observation that
everyone is connected to everyone else by no
more than six ties.
Network Terminology
§ Social graph
§ Nodes
§ Node-to-node relationships
§ Artifacts
§ Flows
§ Media multiplicity
Characteristics of Online
Communities
Social
objects
Conversation
Presence
Democracy
Standards of
behavior
Participation
Social Object Theory
§ On Dogster, dogs are the social objects.
§ What are the social objects of your favorite networks?
How Ideas Travel in a Community
§ Network structure and composition play a role in
the community’s ability to support its members.
§ There is evidence of community culture in the
memes that evolve within the community.
ú A meme is a snippet of cultural information that spreads person to person until eventually it enters the general consciousness.
Types of People Who Spread Viral Content
Mavens
Connectors
Salesmen
Group Influence
§ Opinion leader – a person who is frequently able
to influence others’ attitudes or behaviors.
Social Power
§ Reward power: ability to provide others with what
they desire.
§ Coercive power: the ability to punish others.
§ Legitimate power: 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 one’s knowledge,
skills, and ability.
§ Information power: one’s control over the flow of
and access to information.
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Social Capital
§ Social capital is accumulated resources whose
value flows to people as a result of their access to
others.
§ 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.
Social Capital Types
Bonding
Bridging
Maintained
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Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015
Klout: A Measure of
Social Capital
§ What is your Klout score?
§ Assess the Klout score of marketing leaders you
admire.
Network Structure And Group Influence In Social Media Paper.
Strong and Weak Ties
§ Emotional support is one form of social capital.
ú Core ties – those people with whom we have
very close relationships.
ú Significant ties – those individuals with
somewhat close connections, but less so than
core ties.
ú Weak ties – those individuals with whom your relationship is based on superficial experiences or very few connections.
A “Dark Side” Discussion:
#YesAllWomen
§ Often times we hear of the viral spread of
entertainment content, but #yesallwomen describes how news content and advocacy content can also go viral.
§ What do you think contributed to the spread of
#Yes all women? Network Structure And Group Influence In Social Media Paper.
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Recap and Questions
§ 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?
§ How do ideas travel in a community? What role do opinion leaders play in influencing social networks?
§ What role does social capital play in the value of social media communities? What types of ties do we have with others? Network Structure And Group Influence In Social Media Paper.