Social Media Marketing – Chapter 4 – Flashcards
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online comunities
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group of people who come together for a specific purpose, guided by policies, supported by internet access that enables virtual communication
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community
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unified body of individuals, unified by interests, location, occupation, common history, or political and economic concerns share membership, proximity, and interest
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cyberplace
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people connect online with kindred spirits, engage in supportive and social relationships with them, and imbue their activity online with meaning, belonging, and identity online community
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social network theory
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theory that explains how networks work all social communities are social networks
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social network
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set of socially relevant nodes connected by one or more relations
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nodes
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members of a network, aka network units people, organizations, articles, countries, etc.
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ties
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relationships between nodes, based on various affiliations such as kinship, friendship, shared experience, etc.
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social graphs
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visual social network, a diagram of the interconnections of units in a network
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six degrees of separation
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everyone is connected to everyone else by no more than six ties, drawn from small-world network model
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small world network model
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most nodes in a social graph are not directly linked to one another but instead indirectly connected via neighboring nodes
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interactions
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behavior based ties such as talking, attending an event, or working together
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biggest predictor or whether someone will become active in a social network
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the presence of a critical mass of friends
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level of activity basis
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1. people with whom you are connected 2. content/artifacts you produce 3. feedback you receive 4. distribution of the artifacts and feedback throughout the network
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flows
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exchanges of resources, information, or influence among members of the network actionable components of any social network system in terms of sharing information, delivery of promotional materials, and sources of social influence
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media multiplexity
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flows of communication go in many directions at any point in time and often on multiple platforms
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meetups
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social connections online result in face to face connections offline
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word of mouth communication (WOM)
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flows from node to node more reliable and trustworthy than messages from formal marketing channels creates social pressure to conform, influences 2/3 of all consumer goods sales powerful when product in unfamiliar, new, technologically complex, etc.
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social influence
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determines whether the flow changes behavior or attitudes power and attractiveness
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social object theory
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social networks will be more powerful communities if there is a way to activate relationships among people and objects
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object
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something of common interst
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object sociality
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the extent to which users can share an object in social media
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passion-centric
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people who join communities probably not only share an interest in the object in question; they are passionate about the object
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vertical networks
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sites designed around object sociality narrow, deep focus of SNSs that differentiate themselves members are more involved like niche markets
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niche markets
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marketplaces that offer a relatively small number of items to buyers who tend to be loyal to these outlets
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basic characteristics of online communities
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1. conversations 2. presence 3. democracy 4. standards of behavior 5. level of particiapation
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presence
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the effect that people experience when they interact with a computer mediated or computer generated environment the better ones supply tangible characteristics that create the sensation of actually being in a place
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democracy
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rule by the people community appoints or elects leaders based on their demonstrated ability to add value to the group
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media democratization
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members of social communities, not traditional media publishers, control the creation, delivery, and popularity of content majority rule applies
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norms
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rules that govern behavior in order to operate many unspoken
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flaming
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when a post contains all capital letters to express anger
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open access sites
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enable anyone to participate without registration or identification valuable for sensitive topics and ease of use lowers barriers for misbehavior, anonymity
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social contract
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agreement that exists between the host or governing body and the members, sets expectations for members and host terms of use
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lurkers
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people who review site content but do not actually contribute
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heavy users
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20% of brand's users buy 80% of the product 80/20 rule
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two step flow model of influence
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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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influence network
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two way dialogue, influence can be driven by influencers and interactions among those who are easily influenced
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cascades
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when a piece of information triggers a sequence of interactions
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reasons to talk about products
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1. highly involved with type of product, simply enjoy talking about it 2. knowledgeable about product, conversations let others know it 3. genuine concern for someone else
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negative word of mouth
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negative talk between nodes, weighed more heavily than positive one unhappy customer tells 9 other people
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word of mouse
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online WOM, ease and speed
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ad equivalency value
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if the mention was through paid advertising, the estimate of the value of the advertising in the form of the fees they paid to place the ads
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impression
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a view or exposure to an advertising message
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influence impression
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an exposure to a brand via another person
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mass connectors
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opinion leaders deliver influence impressions, 6.2% of users are responsible for 80% of impressions
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three factors to tip a trend
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1. law of the few 2. stickiness 3. power of context
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law of the few
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three types of people help to spread viral messages 1. mavens 2. connectors 3. salesmen
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mavens
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knowledgeable about many things
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connectors
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know many people and communicate with them
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salesmen
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have natural persuasive power
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sticky
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memorable impact, extent to which something captures interest
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context
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when conditions are right
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going viral
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spreading through social networks rapidly
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meme
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snippet of cultural information that spread person to person until eventually it enters the general consciousness
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opinion leaders
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influencers or power users, people that others view as knowledgeable sources of information tend to be slightly high in status, education, and class 1. activists 2. connected 3. impact 4. active minds 5. trendsetters
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bases of social power
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1. reward power 2. coercive power 3. legitimate power 4. referent power 5. expert power 6. information power
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reward power
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ability to provide others with what they desire
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coercive power
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ability to punish others
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legitimate power
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organizational authority based on rights associated with a person's appointed position
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referent power
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authority through the motivation to identify with or please a person
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expert power
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recognition of one's knowledge, skills, and ability
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information power
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control over the flow of and access to information
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homophily
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degree to which a pair of individuals is similar in terms of education, social status, and beliefs can predict collaborative online relationships and connectivity
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social capital
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social currency, value lies in providing access to others
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reputational capital
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based on shared beliefs, relationships, and actions of those in the community such that norms, behaviors, and valued held are shared and support a community reputation
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online gated communities
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selectively allow access to only some people may offer a high degree of social capital
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klout
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social reputation indicator that measures relative influence across several social communities uses quality indicators and information flow higher score, greater influence
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bonding social capital
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emotional support networks social currency
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core ties
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people with whom we have very close relationships
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significant ties
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people with whom we have somewhat close connections
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weak ties
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people where your relationship is based on superficial experiences or very few connections
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bridging social capital
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value we get from others who provide access to places, people, or ideas we might not get on our own weak ties have a hand in this
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latent ties
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pre-existing connections that we have discarded
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maintained social capital
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value we get from maintaining relationships with latent ties
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anomie
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condition of modern industrial life that alienated individuals from society and potentially results in suicide
