This document provides an agenda for a class on social media that includes discussions on various social media terms and concepts. It outlines activities for students, such as defining social media and discussing the differences between social media "visitors" and "residents". It also lists various readings and resources for students to explore key topics in social media research, such as network analysis, tie strength, and strategic planning for social media initiatives. The document provides links to external resources and materials to support the activities and assignments for the class.

1. Social media, definitions,
background & research
(and affordances)

2. Agenda
! eCollege (just in case!)
! Social media discoveries
! Visitors vs. Residents
! Social media terms defined
! Other definitions and key ideas
– Affordances, SNA
– Overview of research/terms from your readings
! Speed networking: partnerships?
! Your projects (book review/remix)
! 95 Theses?

3. http://rutgersonline.net

4. http://libraryschool.libguidescms.com/librarysocialmedia

5. https://docs.google.com/document/d/1GGU73woHJhsFU0GEOIpTErNAzwu0yIMeynBHrjhfV4E/edit?usp=sharing

6. Visitors & residents activity
The ‘Resident’
The resident is an individual who lives a
percentage of their life online. The web
supports the projection of their identity
and facilitates relationships. These are
people who have an persona online which
they regularly maintain. This persona is
normally primarily in a social networking
sites but it is also likely to be in evidence
in blogs or comments, via image sharing
services etc
The ‘Visitor’
The Visitor is an individual who uses the
web as a tool in an organised manner
whenever the need arises. They may
book a holiday or research a specific
subject. They may choose to use a voice
chat tool if they have friends or family
abroad. Often the Visitor puts aside a
specific time to go online rather than
sitting down at a screen to maintain their
presence at any point during the day.
They always have an appropriate and
focused need to use the web but don’t
‘reside’ there.
David White Not ‘Natives’ & ‘Immigrants’ but ‘Visitors’ & ‘Residents’

7. Voicethread
Visitors & residents activity
Alix
Beth

8. Stand up / sit down
Visitors /Residents

9. What Is social media?
Why is it important?
Group definitions
http://padlet.com/wall/limvoliid8
30 social media definitions

10. Possible ways a tools could be used by an individual
in a particular context.
Affordance change with the person using them.
There are Real or perceived affordances. James Gibson
”An affordance is a quality of an object, or an environment, that allows an individual
to perform an action.” Wikipedia
Discussion:
Brainstorm a task, brainstorm a social media tool
Decide on its positive and negative affordances in context of the task.
Think about affordances in terms of Twitter or Facebook or YouTube. How have these platforms
developed affordances beyond their original intentions?
Consider possible affordances of tools for your PKM assignment.
Gibson, J. J. (1977). The concept of affordances. Perceiving, acting, and knowing, 67-82.

11. What is social media?
Allows users to link to each other, contribute and
share content or commentary.
Social media facilitates sharing collaboration,
transparency, conversation.
Our Week 1 Padlet
Steiner, Sarah K. Strategic Planning for Social Media in Libraries, 1

12. http://www.urbandictionary.com/define.php?term=social%20media

13. http://revenueinbound.com/social-media-explained-by-cute-cats/
https://www.youtube.com/watch?v=EcmPEfu9oH8

14. http://www.three-ships.com/blog/social-media-explained-with-donuts-20

15. John Atkinson/ Wrong Hands http://wronghands1.wordpress.com/2013/03/31/vintage-social-networking/

16. http://vimeo.com/80387678

17. Speed Dating/
Networking:
Not a commitment,
just an icebreaker
1. 2-minute
conversations
2. 3 big questions
Timer

18. Question ideas for
Speed networking?

19. Explained by Don Norman

20. Comparing 4 Web 2 tools 3 Affordances of technology

21. Thinking about SNA

22. A network is an interconnected system

23. What is a social network?
"A social network is a social structure made up of a
set of social actors (such as individuals or
organizations) and a set of the dyadic ties between
these actors. The social network perspective
provides a set of methods for analyzing the
structure of whole social entities as well as a variety
of theories explaining the patterns observed in
these structures."
Social Media Issues Lexicon

24. Or. . .
Social structure made up of nodes
tied by interdependency.

25. What’s a node?
Individual actors in a network

26. What’s a tie?
Connection points in a network

27. Centrality
In a triad, the intermediary between two actors
! Degree centrality: how many connections
! Closeness centrality: length of shortest path
! Betweenness: how often node acts as bridge
along shortest paths
! Eigenvector centrality: influence
! Centralization: how central is the most central
node

28. Structural holes
Ronald Burt:
Absence of ties between two parts of a network
A broker or a bridge can bring them together

29. Social networks are studied
1. Egocentrically: looking at one node and it’s
purpose
2. Whole network: studying all the nodes in the
network environment
Micro: small networks
Macro: infomatics-type stuff

30. Gilbert, E., & Karahalios, K. (2009, April). Predicting tie strength with social media. In Proceedings of the
SIGCHI Conference on Human Factors in Computing Systems (pp. 211-220). ACM.
https://www.cs.purdue.edu/homes/aliaga/cs197-10/papers/predicting-tie-strength.pdf

31. Howard Rheingold on social
Network smarts
New knowledge about the nature of networks is essential for getting
around in this century because digital data and human
communication networks erase barriers and multiply possibilities for
one of our most powerful capabilities: our sociality.
Net Smart, p. 23
Derives from a variety of disciplines that had previously not been
connected (digital networks and human social behavior) . . . 25
(Net Smart: How to Survive Online, MIT, 2013)

32. reciprocity
social norm of in-kind responses to the
behavior of others; in cultural anthropology,
defined as people's informal exchange of
goods and labour.
Social Media Issues Lexicon

33. Plickert, G., Côté, R. R., & Wellman, B. (2007). It's not who you know, it's how you know them:
Who exchanges what with whom?. Social Networks, 29(3), 405-429.
http://homes.chass.utoronto.ca/~wellman/publications/reciprocity05/reciprocity3-5.pdf

34. More than who you know
But who/what you have access to
because of/via who you know
Social capital increases when you use it.

35. Milgram's Six Degrees
Anyone can be connected to any other person
through chain of acquaintances with no more
than five intermediaries.

36. Milgram: “Six Degrees of
Separation” (Psychology
Today, 1967)
The small world problem
! Randomly selected people in mid-West to send packages to stranger in Massachusetts.
! Senders knew the recipient's name, occupation, general location.
! Instructed to send package to person they knew on a first-name basis who they thought was
most likely, out of all their friends, to know the target personally. That person would do the
same, and so on, until the package was personally delivered to its target recipient.
! Participants expected the chain to include more than a hundred intermediaries
! Took (on average) between five and seven intermediaries to get each package delivered.
! Results questions because of small number of packages
! Playwright John Guare
! Brett C. Tjaden computer game on the U. VA using IMDB to document connections between
actors. Time Magazine called his site, The Oracle of Bacon one of the "Ten Best Web Sites of
1996."
Milgram, S. (1967). The small world problem. Psychology today, 2(1), 60-67.

37. Granovetter, M. S. (1973). The strength of weak ties: A network theory revisited
American journal of sociology, 1360-1380.

38. https://www.youtube.com/watch?v=-Bm93gN1zJg

39. Mark Granovetter 1973 study
“The Strength of Weak Ties”
! Before the study, strong ties considered most
important
! Study show weak ties mattered a lot!
! People found jobs in their network from people they
didn’t know all that well, more often than from those
they knew well.
! Also important—people who are nothing like you

40. How did Granovetter
measure tie strength?
! Time: how much you spend with a person, how
often you see them, how long you’ve known them
! Emotional intensity: how strong are the emotions
you share, experiences with strong emotions
! Intimacy: secrets, vulnerabilities, personal
revelations
! Reciprocal services: favors, if you want some one
to trust you, ask them for a favor. We tend to do
favors for people with whom we have stronger
ties

41. You are more likely to get new information from
people you don’t know very well
You have a lot in common with your strong ties
When you interact with weak ties, you talk about
things you don’t talk about every day
Job information comes more likely from weak ties

42. The strength of weak ties
(sociological concept
connected to network analysis)
Strong vs. weak (really a continuum)
• Strong=trusted friends & family, not many
(10ish?)
• Weak=co-workers, classmates,
acquaintances.
• People you don’t spend lots of time with
(many of them)

43. Additional Influences on tie
strength
! Granovetter: four tie strength dimensions: amount of time,
intimacy, intensity and reciprocal services.
! Burt: structural factors like network topology and informal
social circles
! Wellman and Wortley: emotional support--advice on family
problems=stronger ties
! Nan Lin, et al.,: social distance—socioeconomic status,
education level, political affiliation, race and gender

44. Which are the most important nodes in this network?

45. Think about jokes and ties

46. Two types of social capital (Robert
Putnam)
! Bonding: emotional & substantive support,
usually through strong ties
! Bridging: new information possible, often through
weak ties to diverse groups
Which does the internet support most?

47. Bridges
! Tie strength is related to how information spreads
through networks
! Strong ties more trusted
! Strong ties overlap
! Strong ties are rarely bridges
! Weak ties lead to ideas beyond and help us make
discoveries
! Weak ties most important in social networks
! Information reaches larger number of people diffused
through weak ties
! Most times weak ties form bridges in networks,
connecting groups

48. Advice suggested by the research
Leave your walled garden
Find communities
Develop weak ties in those communities
You can’t build a network around the people you
already love
Reach out
Bridge!

49. Implications
When you create and share content to move
across weak ties, you reach new people,
attract opportunities, access new content

50. ! Write your strong ties in a circle
! Connect them to each other
! Darken
! Weak ties connect us to other groups
! Strong ties are often connected strongly to
each other
! Tie strength can be studied qualitatively
and quantitatively
! Think about bridges and to whom they lead
you

51. Assignment 1
Based on Chapter 5: Steiner

52. What is strategic planning?
! Identify needs of your target audience
! Identify ways in which you might serve those
needs
! Identify ways to respond confidentially and
proactively to changes in those needs
Steiner, Sarah K. Strategic Planning for Social Media in Libraries. 3

53. Major elements:
! In-class sharing of initiatives of a social media presence or
campaign. (This may be a Web page on a social media
platform, a curation effort, or any other selected platform that
meets the group/institution’s needs. This will be presented at
the last or next to last class meeting, depending on class size.
This should look like a presentation/pitch of prototype(s) a
client at our Design Faire (final or next-to-last class meeting)
! A five to seven-page written paper, based on Steiner’s Chapter
5, to be submitted during one of the last two class meetings.
Please also post your paper as a PDF with an attractive title
image on the RU 587 Social Media Initiatives Pinterest Board.

54. What to include:
Your five to seven-page written document should flesh out the considerations
addressed in you proposal, including:
! target groups/audience
! audience environmental scan (what do they need or care about?) using a couple
(NOT ALL) of the strategies Steiner suggests
! a SWOT analysis (of your strengths, opportunities, weaknesses, opportunities,
threats)
! mission and vision statements (Ask about what already exists.)
! an abbreviated, one-goal strategic plan, selecting social media initiatives, action
items, and measures
! select and develop social media platforms based on the action steps for one or
more of the social media initiatives (this will be determined by the size of your
team) and the affordances offered by the selected platform(s). You may choose
to use some sort of mash-up.

55. ! brief exploration of any relevant research relating to use of your
selected platform for this type of initiative
! description of your possible marketing strategies
! assessment of the initiative’s feasibility/scalability/sustainability: Can
the project be useful long-term? Is it likely to be sticky? Will others
want to continue it?
! predictions of measures of success: How might the impact of your
social media initiative be measured? (as established in your goal)
! summary of community feedback solicited via social media
! critical reflection of process and team contributions
! design document, diagrams or mockups to be used in the
presentation (as appendices beyond the page count)
! Please share your papers and files/links for any presentations in
the eCollege Dropbox

56. Types of social media you might use for
your initiative (There are many more
options!)
! Social networking: Facebook, LinkedIn
! Social news: Digg, Reddit
! GPS/Location based: Foursquare
! Websites: Google Sites, Weeby,
! Wikis
! Blogs
! Microblogs
! Booksharing: GoodReads, LibrarThing, Shelfari, Biblionasium
! Bookmarking
! Virtual Worlds
! Virtual Gaming Worlds
! Q & A: Yahoo! Answers, Wiki Answers
! Image/Video sharing: Flickr, Picassa, YouTube Channel
! Slide sharing: SlideShare, Author Stream
! Storage: Dropbox

57. Ask:
Which Best meets determined
organizational needs?
Which will help develop
brand loyalty?

58. Assignment 2: Social media
book review/remix
Did you pick a title from our
Pinterest Reading List and sign up for a date?

59. Assignment 3: Personal Knowledge
Management/Curation
Did you consider a platform and topic for PKM and
share it on our Google Doc?

60. The Transparent Library
The Hyperlinked Library
http://tametheweb.com/
TTW White Paper “The Hyperlinked Library” here
(download the PDF here)
About Michael
Michael Stephens

61. Laura Solomon
Linkedin

62. For next week:
Make decisions about Assignment 1. Do some outreach!
Commit to a book and a week for Assignment 2 here. Start reading!
Make sure you are in our Class Directory.
Let us know where your PKM container is for Assignment 3 and start curating
around your interest.
Tweet to #RU587
Read about and prepare questions for Laura Solomon and Michael Stephens to
post on this Padlet: http://padlet.com/joycevalenza/socialcapital
9/24 Colloquium

63. Also for next week:
Week 3 Playlists
Steiner, Strategic Planning for Social Media in Libraries
• Chapter 1: Introduction
• Chapter 2: Types of Solutions Available
• Chapter 3: Planning
Solomon, The Librarian’s Nitty-Gritty Guide to Social Media,
• Chapter 3: Understanding Social Capital
• Chapter 4: Strategies for Social Media Success
Milgram, S. (1967). The small world problem. Psychology today, 2(1), 60-67.

64. http://comminfo.libguides.com/mlisspeakers

65. Maybe?
95 Theses
http://cluetrain.com/Cluetrain_10/95theses.html