The document summarizes the speaker's research on social media capital from both a network and content perspective. Some key points include: 1) The speaker's dissertation aims to define and quantify social media capital, and develop a predictive model for how investing in social media capital can yield returns. 2) Social media capital is measured based on message-based factors, connection-based factors, network locations, and embedded resources. 3) Research finds that to acquire social media capital and garner word-of-mouth, organizations need to build a large network of diverse, local, and influential stakeholders through their social media activities.

1. 从社会网络和传播内容看社会化媒体资本
Social Media Capital—A Network and Content
Perspective
许未艾，博士候选人
美国纽约州立大学布法罗校区
Weiai Xu, PhD Candidate
Department of Communication, SUNY-Buffalo
curiositybits.com

2. 讲座提纲 Preview
1. My published works on social media
前期关于社会化媒体的研究成果
2. My dissertation on social media capital
博士论文：社会化媒体上的社会资本
3. Connecting my research insight with big data
对大数据研究的启示与借鉴

3. 观察社会网络的两个视角 Two Tales of Social Networks

4. 社会化媒体上的社会网络，意见领袖和社会资本
Social media, social network, social capital and opinion leadership
社会化媒体传播的两个关键因素：社会关系（connections）和传播内
容（content）
研究方向 My research program
政治动员
Political activism
文化传播
Cultural diffusion
媒体人受众互动
Audience interaction
医疗信息传播
Health communication
个体用户政治表达与参与
Political self-presentation

5. Xu, W.W., Sang, Y.M., Blasiola, S., & Park, H.W. (2014). Predicting opinion leaders in Twitter activism networks: The case
of the Wisconsin recall election. American Behavioral Scientist, 58(10), 1278-93.
action
community
information
Network—位居社会网络的核心 Content—互动性内容的发布者
社会化媒体上的意见领袖 Networked Opinion Leadership
Two key factors in strategic public communication: central/bridging
network position and engaging content that is conversational and with
clear call-to-action cues

6. Xu, W. W., Park, J. Y., & Park, H. W. (2015). The networked cultural diffusion of Korean Wave. Online Information
Review, 39(1).
社会化媒体上的文化传播 Networked Cultural Diffusion
YouTube用户关注和评论关系图

7. Xu, W.W., Park, J.Y., & Park, H.W. (2014). Networked cultural diffusion and creation on YouTube: A network analysis of
YouTube memes. Resubmission under review by Journal of Broadcasting & Electronic Media.
社会化媒体上的文化传播 Networked Cultural Diffusion
YouTube用户原创视频主题关系图

8. 社会化媒体上的文化传播 Networked Cultural Diffusion
YouTube用户评论的语义分析
（Semantic network analysis）
Xu, W. W., Park, J. Y., & Park, H. W. (2015). The networked cultural diffusion of Korean Wave. Online Information
Review, 39(1).

9. 社会化媒体上的文化传播 Networked Cultural Diffusion
用户特征
用户原创内容
用户关系特征
Xu, W. W., Park, J. Y., & Park, H. W. (2015). The networked cultural diffusion of Korean Wave. Online Information
Review, 39(1).

10. Xu, W.W., Chiu, I., Chen, Y., & Mukherjee, T. (2014). Twitter Hashtags for Health - Applying Network and Content Analyses
to Understand the Health Knowledge Sharing in a Twitter-based Community of Practice. Quality & Quantity, 1-20.
社会化媒体上的健康传播 Networked Health Communication
Twitter用户评论关系图

11. Xu, W.W., Chiu, I., Chen, Y., & Mukherjee, T. (2014). Twitter Hashtags for Health - Applying Network and Content Analyses
to Understand the Health Knowledge Sharing in a Twitter-based Community of Practice. Quality & Quantity, 1-20.
社会化媒体上的健康传播 Networked Health Communication
Twitter用户讨论的内容分析（content analysis）

12. Xu, W.W. & Feng, M. (2014). Talking to the Broadcasters to Broadcast, on Twitter - Twitter Conversations with Journalists
as a Practice of Networked Gatekeeping. Journal of Broadcasting & Electronic Media, 58(3), 420-37
社会化媒体上的观众互动 Networked Gatekeeping
Twitter用户评论关系图

13. Xu, W.W. & Feng, M. (2014). Talking to the Broadcasters to Broadcast, on Twitter - Twitter Conversations with Journalists
as a Practice of Networked Gatekeeping. Journal of Broadcasting & Electronic Media, 58(3), 420-37
社群媒体上的观众互动 Networked Gatekeeping
Twitter用户谈话的内容分析（content analysis）

14. 博士论文： 社会化媒体上的社会资本
Dissertation: Predicting Social Capital in Stakeholder
Communication in Social Media
1. Define social media capital (SMC)
线上社会资本
2. Develop a webometric framework to gauge social media capital
线上社会资本的量化指标
3. Develop a predictive model for social media capital ROI
线上社会资本投入产出的预测模型
背景：非盈利组织同公众和利益相关者的线上互动
Background: Nonprofits’ online stakeholder engagement

15. 线上社会资本的构成
Elements of Social Media Capital
Social Capital
Investment
Social Media
Capital
Social Capital
Return
社会资本投入 社会资本的量化形态 社会资本产出
• Message-based
• Connection-based
• Network locations
• Embedded resources
Bourdieu, P. (1989). Social space and symbolic power. Sociological theory,7(1), 14-25.
Lin, N. (1999). Building a network theory of social capital. Connections, 22(1), 28-51.
• Word-of-mouth

16. 线上社会资本的量化指标
Webometrics for Social Media Capital
Social Capital Investment
社会资本投入的量化
SMC
社会资本的量化
Social Capital Return
社会资本产出
Message-based
1. The # of tweets
2. Message complexity
Connection-based
1. The # of targeted local stakeholders
2. The # of targeted non-local
stakeholders
3. Frequency of stakeholder-targeting
4. Variety of targeted stakeholders
Network locations
1. Betweenness centrality in inter-
organization follower network
2. In-degree centrality in inter-organization
follower network
Embedded resources
1. The size of acquired stakeholder network
2. The influence of acquired stakeholders
3. The strength of ties with acquired
stakeholders
4. The variety of acquired stakeholders
The # of retweets per
tweet

17. 社会资本投入 社会资本的形态 社会资本产出
线上社会资本预测模型
Social Media Capital Model

18. 数据来源和研究方法
Data Collection and Methods
• Data downloaded through Twitter API using
Python
• 258 U.S-based community foundations'
Twitter activities.
• All tweets sent by and to the community
foundations, with a special emphasis on
directed tweet
• 通过Python语言进行Twitter上的
数据挖掘
• 研究对象为258个美国的社区基
金会
• 社会网络分析，内容分析

19. 社会资本投入和社会资本总量的关系
How SMC Investment Predicts the Acquisition of SMC
SMC Investment
社会资本投入的量化
SMC
社会资本的量化
Embedded resources
1. The size of acquired stakeholder
network
2. The influence of acquired
stakeholders
3. The strength of ties with acquired
stakeholders
4. The variety of acquired
stakeholders
+.24**
+.13**
+.21**
Message-based
1. The # of tweets
2. Message complexity
Connection-based
1. The # of local targeted
stakeholders
2. The # of non-local targeted
stakeholders
3. Frequency of stakeholder-targeting
4. Variety of targeted stakeholders
F (8, 193) = 36.44, .59**

20. 社会资本投入和社会资本总量的关系
How SMC Investment Predicts the Acquisition of SMC
SMC Investment
社会资本投入的量化
SMC
社会资本的量化
Embedded resources
1. The size of acquired stakeholder
network
2. The influence of acquired
stakeholders
3. The strength of ties with acquired
stakeholders
4. The variety of acquired
stakeholders
+.24**
Message-based
1. The # of tweets
2. Message complexity
Connection-based
1. The # of local targeted
stakeholders
2. The # of non-local targeted
stakeholders
3. Frequency of stakeholder-targeting
4. Variety of targeted stakeholders
F (8, 193) = 8.41, .23**
+.18**

21. 社会资本投入和社会资本总量的关系
How SMC Investment Predicts the Acquisition of SMC
SMC Investment
社会资本投入的量化
SMC
社会资本的量化
Embedded resources
1. The size of acquired stakeholder
network
2. The influence of acquired
stakeholders
3. The strength of ties with acquired
stakeholders
4. The variety of acquired
stakeholders
+.36**
Message-based
1. The # of tweets
2. Message complexity
Connection-based
1. The # of local targeted
stakeholders
2. The # of non-local targeted
stakeholders
3. Frequency of stakeholder-targeting
4. Variety of targeted stakeholders
F (8, 193) = 8.29, .23**

22. 社会资本投入和社会资本总量的关系
How SMC Investment Predicts the Acquisition of SMC
SMC Investment
社会资本投入的量化
SMC
社会资本的量化
Embedded resources
1. The size of acquired stakeholder
network
2. The influence of acquired
stakeholders
3. The strength of ties with acquired
stakeholders
4. The variety of acquired
stakeholders
+.34**
Message-based
1. The # of tweets
2. Message complexity
Connection-based
1. The # of local targeted
stakeholders
2. The # of non-local targeted
stakeholders
3. Frequency of stakeholder-targeting
4. Variety of targeted stakeholders
F (8, 193) = 26.24, .50**
+.11**

23. 线上社会资本投入和社会资本总量的关系
How SMC Investment Predicts the Acquisition of SMC
SMC Investment
社会资本投入的量化
SMC
社会资本的量化
Message-based
1. The # of tweets
2. Message complexity
Connection-based
1. The # of local targeted
stakeholders
2. The # of non-local targeted
stakeholders
3. Frequency of stakeholder-targeting
4. Variety of targeted stakeholders
Network locations
1. Betweenness centrality in inter-
organization follower network
2. In-degree centrality in inter-
organization follower network-.25**
+.15**
+.38**
F (8, 193) = 13.74, .34**

24. 线上社会资本投入和社会资本总量的关系
How SMC Investment Predicts the Acquisition of SMC
SMC Investment
社会资本投入的量化
SMC
社会资本的量化
Message-based
1. The # of tweets
2. Message complexity
Connection-based
1. The # of local targeted
stakeholders
2. The # of non-local targeted
stakeholders
3. Frequency of stakeholder-targeting
4. Variety of targeted stakeholders
Network locations
1. Betweenness centrality in inter-
organization follower network
2. In-degree centrality in inter-
organization follower network
-.31**
+.18**
+.43**
F (8, 193) = 8.84, .27**

25. 社会资本和社会资本产出的关系
How SMC Predicts SMC Return
SMC
社会资本的量化
Network locations
1. In-degree centrality in inter-organization
follower network
Embedded resources
1. The size of acquired local stakeholder
network
2. The size of acquired non-local
stakeholder network
3. The influence of acquired stakeholders
4. The strength of ties with acquired
stakeholders
5. The variety of acquired stakeholders
+.15*
SMC Return
社会资本产出
The # of retweets
+.41*
F (7, 194) = 17.30, .36**

26. 社会资本和社会资本产出的关系
How SMC Predicts SMC Return
SMC
社会资本的量化
Network locations
1. Betweenness centrality in inter-
organization follower network
Embedded resources
1. The size of acquired local stakeholder
network
2. The size of acquired non-local
stakeholder network
3. The influence of acquired stakeholders
4. The strength of ties with acquired
stakeholders
5. The variety of acquired stakeholders
SMC Return
社会资本产出
The # of retweets
+.43*
F (7, 194) = 16.78, .36**

27. 总结
Takeaway
• To garner word-of-mouth in online stakeholder engagement,
organizations must acquire social media capital, specifically, they
need to build a large network of diverse, local and influential
stakeholders.
• To acquire social media capital, organizations must invest in
creating multi-format messages and direct the messages at a large
number of diverse and local stakeholders.

28. 对大数据研究的意义
Implications for Big-data Research

29. 对大数据研究的意义
Implications for Big-data Research
• Integrating network and content analyses in understanding online
public opinion 结合网络分析和内容分析调查网络舆情
• Webometrics for government-public relationship on social media
使用网络测量学研究线上政府公众关系