Social CONSUMERS RTV 453 cell phones off and put away

Do people recognize how much they’re sharing online? 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©

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. Table 2.1 illustrates the structure of a marketing plan. Table 2.2 illustrates a social media marketing plan outline. Appendix A illustrates a sample social media marketing plan. Social Media Marketing, 2e©

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. Table 2.1 illustrates the structure of a marketing plan. Table 2.2 illustrates a social media marketing plan outline. Appendix A illustrates a sample social media marketing plan. Social Media Marketing, 2e©

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. Table 2.1 illustrates the structure of a marketing plan. Table 2.2 illustrates a social media marketing plan outline. Appendix A illustrates a sample social media marketing plan. Social Media Marketing, 2e©

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©

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©

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©

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©

‘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©

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©

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©

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©

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©

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

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©