2 4

But first  A bit more about Privacy Social Media Marketing, 2e© 2-2

What about privacy?  Do people recognize how much they’re sharing online?  Do people realize how little privacy the Internet gives us? (person search) Social Media Marketing, 2e© 2-3

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 all of the business analysis as assigned, it’s still due  See Comments on Engrade  Reading the material is required – you must have a book Social Media Marketing, 2e© 2-4

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. Issues like how word-of-mouth communication travels, how networks are structured, and how ties are maintained Social Media Marketing, 2e© 2-5

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? Social Media Marketing, 2e© 2-6

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? Social Media Marketing, 2e© 2-7

But first… in Chapter 4 Social Media Marketing, 2e© 2-8

Social Media Marketing, 2e© ________ are groups of people who come together for a specific purpose. Online communities

Social Media Marketing, 2e© 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’) The Well cyberplace

Social Media Marketing, 2e© 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

Social Media Marketing, 2e© _________ are members of the network. nodes

Social Media Marketing, 2e© In Node-to-Node Relationships ___________ occur between nodes flows

Social Media Marketing, 2e© ________ theory suggests that social networks will be more powerful communities if there is a way to activate relationships among people and objects. Social object

Social Media Marketing, 2e© _____________ 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

Social Media Marketing, 2e© In Standards of Behavior ___________ are rules that govern behavior. norms

Social Media Marketing, 2e© _________________ is when a POST CONTAINS ALL CAPITAL LETTERS TO EXPRESS ANGER. flaming

Social Media Marketing, 2e© An ____________ refers to a view or an exposure to an advertising message. impression

Social Media Marketing, 2e© _____________ are people who are knowledgeable about many things. Mavens

Social Media Marketing, 2e© A(n) ______________is a snippet of cultural information that spreads person to person until eventually it enters the general consciousness. meme

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. Social Media Marketing, 2e© 3-21

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. Social Media Marketing, 2e© 3-22

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. Social Media Marketing, 2e© 3-23

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. Social Media Marketing, 2e© 24

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 computer- generated environment. Social Media Marketing, 2e© 25

Power  Can you have a social structure that is not based on power?  What is the basis o power in the U.S.? In North Korea?  Is there corruption among those who have power?  Are elections rigged?  Are the media controlled by people in power? Social Media Marketing, 2e© 2-26

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 Social Media Marketing, 2e© 27

‘Media Democratization’  Really?  Do you have a voice?  You want to run for U.S. Senate, as Ted Cruz did in the last election for a Texas Senator  How do you start?  How do you get attention?  How to you get people to support you?  You want to provide a voice for a specific cause  In DFW  In Texas  In the U.S. Social Media Marketing, 2e© 2-28

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? Social Media Marketing, 2e© 29

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. Social Media Marketing, 2e© 30

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 Social Media Marketing, 2e© 31

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 Social Media Marketing, 2e© 2-32

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 33

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? ### Social Media Marketing, 2e© 2-34