Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Strategic Social Media:  Intro to Social Media            Monitoring                               Professor Matthew Kushi...
To make use of them, wemust understand them:So how do social networks function?
1) Social Capital
Social Capital is the number of people who can be expected to provide  support and the resources those people have at the...
Social Capital Is not simply who you know But who you have access to via who the people you know.                       ...
Social Capital is Reciprocal   Your capital is directly tied to the capital of others   You gain social capital by givi...
Social Capital Bonding Social Capital - strong ties with kin and close friends   that offers social support, builds colle...
Strong & Weak Ties
Right now! With your team:   Discuss the following problem and arrive at an answer (along     with your reasoning)   Wh...
Strength of Weak Ties                                                             Ties Groundbreaking study by Granovette...
Granovetter states:                                   Ties “Intuitively speaking, this means that whatever is to be   dif...
Ties that Bind Weak Ties    Can Become       Strong Ties But it is not necessary for them to for you to have success!...
Social Object
Right now! With your team:   Find a social object in the room (or that someone has with them)   Construct an explanatio...
Social Objects Social networks are built around social objects, not vice   versa. “The social object is the reason peopl...
Socialization Socialization is not random, it is purposeful    Humans seek social connection    We find it via social o...
Social Object Example Apple iPhone                 Example Source: MacLead
Connecting via social objects on SocialMedia
Cultural “social objects”: Memes A meme acts as a unit for carrying cultural ideas, symbols, or   practices. Transmitted...
Meme examples Hitler Meme   http://www.youtube.com/watch?v=LOQvsuJ5wIA LOL cats   http://images.google.com search: LOL...
Social Object The conversation happening around object is what’s  valuable                                               ...
Project Upcoming Class after the exam we will begin Project 1 Spans 3 class periods Projects will be completed in class...
Exam Review
Upcoming SlideShare
Loading in …5
×

Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects

1,027 views

Published on

Class lectures for Comm 399: Fundamentals of Social Media, Fall 2012, Department of Communication, Shepherd University.

  • Be the first to comment

Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects

  1. 1. Strategic Social Media: Intro to Social Media Monitoring Professor Matthew Kushin, PhDShepherd University | Department of Mass Communication | 2012
  2. 2. To make use of them, wemust understand them:So how do social networks function?
  3. 3. 1) Social Capital
  4. 4. Social Capital is the number of people who can be expected to provide support and the resources those people have at their disposal”  Taps “goodwill” available to a person/group.  Can be converted into economic gain Image: MixTribe Photo
  5. 5. Social Capital Is not simply who you know But who you have access to via who the people you know. Image: MixTribe Photo
  6. 6. Social Capital is Reciprocal  Your capital is directly tied to the capital of others  You gain social capital by giving Image: ~dip
  7. 7. Social Capital Bonding Social Capital - strong ties with kin and close friends that offers social support, builds collectivity, and is shared among people with similar values and goals (Lin, 2005; Putnam, 2000). Bridging Social Capital - is goal-oriented and offers networking opportunities and access to external resources via extra-community ties (Gittell & Vidal, 1998; Putnam, 2000).
  8. 8. Strong & Weak Ties
  9. 9. Right now! With your team:  Discuss the following problem and arrive at an answer (along with your reasoning)  Which person is more important for spreading NEW information to as many people as possible  A) Telling 1 of your 5 best friends  B) Telling an acquaintance in class
  10. 10. Strength of Weak Ties Ties Groundbreaking study by Granovetter showed:  Similar people tend to form strong ties  These ties tend to share similar information  Cause a lot of overlap in info exchange  Therefore  Weak ties most important ties in social networks  Responsible for transmission of info between people
  11. 11. Granovetter states: Ties “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.”
  12. 12. Ties that Bind Weak Ties  Can Become  Strong Ties But it is not necessary for them to for you to have success! Weak ties are critical to info diffusion But more & new strong ties, means new weak ties Image: Carolyn_Sewell
  13. 13. Social Object
  14. 14. Right now! With your team:  Find a social object in the room (or that someone has with them)  Construct an explanation as to why this is a social object
  15. 15. Social Objects Social networks are built around social objects, not vice versa. “The social object is the reason people are talking to each other” – Hugh MacLeod Image: marc wathieu
  16. 16. Socialization Socialization is not random, it is purposeful  Humans seek social connection  We find it via social objects  What the object is may not matter  It is a vehicle for connection
  17. 17. Social Object Example Apple iPhone Example Source: MacLead
  18. 18. Connecting via social objects on SocialMedia
  19. 19. Cultural “social objects”: Memes A meme acts as a unit for carrying cultural ideas, symbols, or practices. Transmitted from 1 person to another  Analogous to genes  Self replicate  Evolve & mutate Source: Wikipedia
  20. 20. Meme examples Hitler Meme  http://www.youtube.com/watch?v=LOQvsuJ5wIA LOL cats  http://images.google.com search: LOL cats
  21. 21. Social Object The conversation happening around object is what’s valuable Image: marc wathieu
  22. 22. Project Upcoming Class after the exam we will begin Project 1 Spans 3 class periods Projects will be completed in class Must be present to get credit for each portion of the project (3 portions = 3 days) Bring notes, book, & any other course material you want.
  23. 23. Exam Review

×