Social Media CourseDr. Matthew J. Kushin<br />Assistant Professor<br />Department of Communication<br />Utah Valley Univer...
Social Ties, Shared Experience, Social Object<br />Dr. Matthew J. Kushin<br />Course: profkushinsocial.wordpress.com<br />
Review<br />Social media<br />Foster social interaction<br />Online media platforms that enable people to easily & cheaply...
Web 2.0<br />What makes online networks valuable:<br />Isn’t:<br />Hardware & software<br />Content the site publishes<br ...
We’ve established<br />social media is about<br />Conversation &<br />Connections<br />
To make use of them, we must understand them:<br />So how do social networks function?<br />
Social Capital is<br />'the number of people who can be expected to provide support and the resources those people have at...
Social Capital<br />Is not simply who you know<br />But who you have access to via who the people you know.<br />Image: Mi...
Social Capital is<br />Reciprocal<br />Your capital is directly tied to the capital of others<br />You gain social capital...
Strength of Weak Ties<br />Groundbreaking study by Granovetter showed:<br />Similar people tend to form strong ties<br />T...
Granovetter states:<br />“Intuitively speaking, this means that whatever is to be diffused (shared) can reach a larger num...
Ties that Bind<br />Weak Ties<br />Can Become<br />Strong Ties<br />But it is not necessary for them to for you to have su...
Sharing<br />By creating & sharing content online, your content can diffuse across weak ties<br />Thus<br />You reach new ...
Ambient Intimacy<br />Ability to maintain constant connection w/ others w/o direct communication<br />1-to-many<br />Persi...
Social Media’s Ambiance<br />Social Media Tools enable a flux of different people to pay attention at different times<br />
In a networked society<br />You are your content & your connections<br />You are somebody’s weak tie<br />Image: Samuel Hu...
Tap the Ambiance<br />You should be scanning social media for content<br />If its of interest to you<br />Its probably of ...
So…<br />Create content often!<br />Help bridge connections for others<br />Link & share other’s content<br />Images (left...
Social Objects<br />Social networks are built around social objects, not vice versa.<br />“The social object is the reason...
Socialization<br />Socialization is not random, it is purposeful<br />Humans seek social connection<br />We find it via so...
Social Object Example<br />Apple iPhone<br />Example Source: MacLead<br />
Connecting via social objects on Social Media<br />
Cultural “social objects”: Memes<br />A meme acts as a unit for carrying cultural ideas, symbols, or practices, <br />Tran...
Meme examples<br />Hitler Meme<br />http://www.youtube.com/watch?v=LOQvsuJ5wIA<br />LOL cats<br />http://images.google.com...
Social Object<br />The conversation happening around object is what’s valuable<br />Image: marc wathieu<br />
MacLeod states:<br />“If your product is not a social object, why are you in business?”<br />How can we apply this to medi...
Shared Experience<br />
Who was Chris McCandless?<br />Subject of Into the Wild by Jon Krakauer<br />Later made into a motion picture<br />Abandon...
Source: http://www.haggardandhalloo.com/2010/01/03/making-sense-christopher-mccandless/<br />
Chris McCandless http://dailybriefing.wordpress.com/2008/02/18/the-real-chris-mccandless/<br />
Source: http://www.flickr.com/photos/chriso2000/2100030576/<br />
Why did Chris take these photos?<br />
Source: http://forhisfame.tumblr.com/ <br />
Note: The preceding example is in no way to make light of the life and death of Chris McCandless, nor is it to make any ju...
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Social Networks: Social Capital, Social Ties, Social Objects

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These slides were created for the course:
Comm 350R Social Media
Dr. Matthew J. Kushin
Department of Communication
Utah Valley University

For more on the course see:
http://profkushinsocial.wordpress.com

For more about the professor, see:
http://profkushin.wordpress.com
or @mjkushin on Twitter

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  • How do you see this applying to media industries?: Pr, journo, advertising, etc?
  • Question is: Why did he take these photos?
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  • Social Networks: Social Capital, Social Ties, Social Objects

    1. 1. Social Media CourseDr. Matthew J. Kushin<br />Assistant Professor<br />Department of Communication<br />Utah Valley University<br />profkushin.wordpress.com<br />mkushin@uvu.edu<br />@mjkushin<br />
    2. 2. Social Ties, Shared Experience, Social Object<br />Dr. Matthew J. Kushin<br />Course: profkushinsocial.wordpress.com<br />
    3. 3. Review<br />Social media<br />Foster social interaction<br />Online media platforms that enable people to easily & cheaplyexchange user-generated media creations<br />Built upon Web 2.0<br />
    4. 4. Web 2.0<br />What makes online networks valuable:<br />Isn’t:<br />Hardware & software<br />Content the site publishes<br />Is:<br />Ability to get lots of people participating in contributing content<br />Tim O'Reilly (2005)<br />
    5. 5. We’ve established<br />social media is about<br />Conversation &<br />Connections<br />
    6. 6. To make use of them, we must understand them:<br />So how do social networks function?<br />
    7. 7. Social Capital is<br />'the number of people who can be expected to provide support and the resources those people have at their disposal”<br />Taps “goodwill” available to a person/group.<br />Can be converted into economic gain<br />Image: MixTribe Photo<br />
    8. 8. Social Capital<br />Is not simply who you know<br />But who you have access to via who the people you know.<br />Image: MixTribe Photo<br />
    9. 9. Social Capital is<br />Reciprocal<br />Your capital is directly tied to the capital of others<br />You gain social capital by giving<br />Image: ~dip<br />
    10. 10. Strength of Weak Ties<br />Groundbreaking study by Granovetter showed:<br />Similar people tend to form strong ties<br />These ties tend to share similar information<br />Cause a lot of overlap in info exchange<br />Therefore<br />Weak ties most important ties in social networks<br />Responsible for transmission of info between people<br />
    11. 11. Granovetter states:<br />“Intuitively speaking, this means that whatever is to be diffused (shared) can reach a larger number of people, and traverse greater social distance when passed through weak ties rather than strong.”<br />
    12. 12. Ties that Bind<br />Weak Ties<br />Can Become<br />Strong Ties<br />But it is not necessary for them to for you to have success!<br />Weak ties are critical to info diffusion<br />But more & new strong ties, means new weak ties<br />This is the essence of virality<br />Image: Carolyn_Sewell<br />
    13. 13. Sharing<br />By creating & sharing content online, your content can diffuse across weak ties<br />Thus<br />You reach new people<br />Attract new opportunity<br />You also receive content you’d never otherwise access<br />
    14. 14. Ambient Intimacy<br />Ability to maintain constant connection w/ others w/o direct communication<br />1-to-many<br />Persistent & Passive<br />Check in on person when want to<br />Image: DanBrady<br />
    15. 15. Social Media’s Ambiance<br />Social Media Tools enable a flux of different people to pay attention at different times<br />
    16. 16. In a networked society<br />You are your content & your connections<br />You are somebody’s weak tie<br />Image: Samuel Huron<br />
    17. 17. Tap the Ambiance<br />You should be scanning social media for content<br />If its of interest to you<br />Its probably of interest to your ties<br />Image: DanBrady<br />
    18. 18. So…<br />Create content often!<br />Help bridge connections for others<br />Link & share other’s content<br />Images (left) http://www.flickr.com/photos/38854364@N00/470800827/<br />(right) http://www.flickr.com/photos/jcodysimms/246024490/sizes/m/in/photostream/<br />
    19. 19. Social Objects<br />Social networks are built around social objects, not vice versa.<br />“The social object is the reason people are talking to each other” – Hugh MacLeod<br />Image: marc wathieu<br />
    20. 20. Socialization<br />Socialization is not random, it is purposeful<br />Humans seek social connection<br />We find it via social objects<br />What the object is may not matter<br />It is a vehicle for connection<br />
    21. 21. Social Object Example<br />Apple iPhone<br />Example Source: MacLead<br />
    22. 22. Connecting via social objects on Social Media<br />
    23. 23. Cultural “social objects”: Memes<br />A meme acts as a unit for carrying cultural ideas, symbols, or practices, <br />Transmitted from 1 person to another<br />Analogous to genes<br />Self replicate<br />Evolve & mutate<br />Source: Wikipedia<br />
    24. 24. Meme examples<br />Hitler Meme<br />http://www.youtube.com/watch?v=LOQvsuJ5wIA<br />LOL cats<br />http://images.google.com search: LOL cats<br />
    25. 25. Social Object<br />The conversation happening around object is what’s valuable<br />Image: marc wathieu<br />
    26. 26. MacLeod states:<br />“If your product is not a social object, why are you in business?”<br />How can we apply this to media industries?: Pr, journo, advertising, etc?<br />Image: marc wathieu<br />
    27. 27. Shared Experience<br />
    28. 28. Who was Chris McCandless?<br />Subject of Into the Wild by Jon Krakauer<br />Later made into a motion picture<br />Abandoned everyone he knew & his possession & went to Alaska<br />http://dailybriefing.wordpress.com/2008/02/18/the-real-chris-mccandless/<br />
    29. 29. Source: http://www.haggardandhalloo.com/2010/01/03/making-sense-christopher-mccandless/<br />
    30. 30. Chris McCandless http://dailybriefing.wordpress.com/2008/02/18/the-real-chris-mccandless/<br />
    31. 31. Source: http://www.flickr.com/photos/chriso2000/2100030576/<br />
    32. 32. Why did Chris take these photos?<br />
    33. 33. Source: http://forhisfame.tumblr.com/ <br />
    34. 34. Note: The preceding example is in no way to make light of the life and death of Chris McCandless, nor is it to make any judgment thereof, nor to be taken at the offense of anyone. It is simply to illustrate a point using an example of an individual students are likely to be aware of on the human fundamental need for social connection, and how we seek to share our experiences. It is not intended to be taken in any other way. There is much more to be learned from his life than this very narrow example. <br />

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