Week 2 lecture notes com370

1. Week 2 Lecture
Notes COM370
From Chapters 3 and 4
of Content Rules, plus
information about social
network analysis

2. Week 2
Objectives
This week’s content aligns with the
following learning outcomes:
Understand the factors leading to the
success and failure of social media
campaign efforts
Create effective content for social media
user consumption.
Understand key effects of social media on
users’ communication behaviors.

3. Understanding
Social
Networks
• To understand and then manipulate a social
network, a basic understanding of network
behavior is needed. We want to understand the
answer to this question:
• How does information move across a network?

4. Define the terms
• Network: A set of dyadic ties, all of the same type,
among a set of nodes. Nodes (also called a vertex) can
be persons, organizations, germs, etc.
• A tie is a connection established between two nodes. A
tie can be directed or undirected.
• A tie with a direction is called an arc.
• A tie without a direction is called an edge
• In a one-mode network, there is one tie between two
nodes. In 2-mode networks, there are at least two ties
between some nodes.
• In-degree: the number of ties coming in to a node
• Out-degree: the number of ties going out
• Path: route taken across components to connect two
nodes

5. Network Behavior
• The strength of the tie is a
factor in the behavior of the
network.
• The two most basic
parameters of a social
network are the number of
nodes and the number of
arcs (ties with a direction).
• The type of network makes
a difference in how the
network behaves.

6. To measure the “tie strength” of your connections at
Facebook, consider these questions:
• How strong is your relationship with this person?
• Barely know them_______________________we are very close
• How about asking this friend to loan you $100 or more?
• Would never ask__________________________very comfortable
• How helpful would this person be if you needed a job?
• No help at all ______________________________very helpful
• How upset would you be if this person unfriended you?
• Not upset at all ________________________very upset
• If you left Facebook for another social site, how important would it
be to bring this friend along?
• Would not matter_________________________must bring them

7. Insight Inspires
Originality.
Who do You
Want To
Attract?
Who Are You?
As content is managed for social media, the
producer of the content (business or
organization) must first answer this question:
Who do you want to attract?
This week you figured out what companies are
trying to attract you. This can give you insights
about methods and schemes that work in
reaching consumers.
The text identifies five key questions (p. 21),
starting with the “why.” Standard journalism info
covers who, what, when, and where of a news
story. “Why” is typically left to researchers.

8. What are your goals?
• Match the content strategy with
the business’s strategic goals.
• The five “Ws” help you focus on
your audience

9. A Strategic plan
Attract new
people
Raise awareness
about you
Share more info
Foster community
so they tell others
about you

10. Can the audience find you?
Considerations:
• Whom are you trying to reach?
• Where do they go online?
• How do they access the Web?
• What are they craving?
• What do you want them to do?
• What content do they already
have?

11. Who is your
audience?
• Where does your audience look for info?
• What kind of info does that audience want?
• What is your audience’s biggest problem?
• How you can help them to solve that
problem?
• What if the problem has nothing to do with
your company and your company’s products?
• Hint: You make it your problem, too, and then
you show (not tell!) how your company is a
solution.
•

12. All of this content
analysis goes down the
drain if you fail to keep in
mind a key idea: What
action do you want your
audience to take?

13. Success
Metrics
• Determine how you will measure success:
• __X___ number of views of the website
• __X___ number of blogs mention us
• __X___ number of likes and thumbs-up
• How you will measure consumer experience?
• 1. Ask the consumer in a survey or poll
• 2. Use a third-party evaluator
• 3. Let the consumer come to you and measure
their sentiment (ratings, rankings, social media
listening)

14. When
Consumers
will talk about
you
If a brand exceeds expectation, consumers
are happy and their willingness to share in
social media is HIGH
If a brand meets expectation, consumers are
neither happy nor sad, and their willingness
to share the experiences is LOW
If a brand misses expectation, consumers are
unhappy ( even angry!) and their willingness
to share in social media is VERY HIGH
Customer service is a single interaction, but
customer experience is a series of
interactions.

15. Who are You?
• Determine your voice: Language, tone, punctuation
style
• Measure your company’s current presence on
social media
• Speak Human: Create content that sounds like a
person (but not a lawyer) wrote it
• Tell stories
• Be appropriate for your audience
• Avoid business slang and corporate-speak
• Build on your brand.

16. References
• Gingiss, Dan, (2017). Winning at social customer care. North
Charleston, SC: CreateSpace Independent Publishing Platform.
• Handley, A., & Chapman, C. C. (2012). Content Rules. Hoboken, NJ:
John Wiley and Sons.