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Network structure and group influences in social media
1. Introduction to Social Media
ISC-383-Fall 2018_Week-2-1Instructor: Dr. Kang Li
Social Media Marketing
©Tracy L. Tuten & Michael R. Solomon
2. Network Structure and Group Influences in Social Media
Chapter 3Network Structure and Group
Influences in Social Media
3. The vocabulary of networks
NodesNetwork
units
Interactions
Flows
4. Figure 3.1 A LinkedIn network map visualization
5. Let’s play the six degrees of Kevin Bacon
Six degrees ofseparation is an
observation that
everyone is
connected to
everyone else by
no more than six
ties.
6. Six Degrees of Kevin Bacon
• Watch this Ted Talk in which Kevin Bacon discusses the Six Degrees ofKevin Bacon.
• See https://www.youtube.com/watch?v=n9u-TITxwoM
• Play The Six Degrees of Kevin Bacon at https://oracleofbacon.org
7. Characteristics of online communities
1Presence
2
Social objects
3
Behavior
standards
4
Groups and
sub-cultures
5
Participation
6
Social capital
7
Strong and
weak ties
8. Social object theory
• On Dogster, dogs arethe social objects.
• What are the social
objects of your
favorite networks?
9. Social capital
10. Forms of social capital
• Bridging• Bonding
• Maintaining
11. Influencers are social media’s opinion leaders
KOL (Key Opinion Leaders)• Activists
• Connected
• Impact
• Active minds
• Trendsetters
12. Fig 3.2 Archetypes of social media influencers
13. Fig 3.2 Archetypes of social media influencers
14. Mini-case study: Influencer marketing
Mommy Bloggers15. Flow and the influence network
Two-step flow model of influence16. WORKSHOP TIME
17. Workshop Today
• 1. Form Groups (4/groups)• 2. Decide topics
• Brands? Which brand?
• Non-profit campaign? What social issue?
• 3. What social media do you want to use? (No less than 3)