social media concepts: social capital, strength of weak ties, and social objects
Post on 12-Sep-2014
750 views
DESCRIPTION
Class lectures for Comm 399: Fundamentals of Social Media, Fall 2012, Department of Communication, Shepherd University.TRANSCRIPT
![Page 1: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/1.jpg)
Strategic Social Media: Intro to Social Media Monitoring
Professor Matthew Kushin, PhDShepherd University | Department of Mass Communication | 2012
![Page 2: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/2.jpg)
To make use of them, we must understand them:So how do social networks function?
![Page 3: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/3.jpg)
1) Social Capital
![Page 4: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/4.jpg)
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
![Page 5: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/5.jpg)
Social Capital Is not simply who you know But who you have access to via who the people
you know.
Image: MixTribe Photo
![Page 6: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/6.jpg)
Social Capital is Reciprocal
Your capital is directly tied to the capital of others You gain social capital by giving
Image: ~dip
![Page 7: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/7.jpg)
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).
![Page 8: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/8.jpg)
Strong & Weak Ties
![Page 9: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/9.jpg)
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
![Page 10: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/10.jpg)
Strength of Weak 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
Ties
![Page 11: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/11.jpg)
Granovetter states:
“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.”
Ties
![Page 12: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/12.jpg)
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
![Page 13: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/13.jpg)
Social Object
![Page 14: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/14.jpg)
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
![Page 15: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/15.jpg)
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
![Page 16: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/16.jpg)
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
![Page 17: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/17.jpg)
Social Object Example Apple iPhone
Example Source: MacLead
![Page 18: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/18.jpg)
Connecting via social objects on Social Media
![Page 19: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/19.jpg)
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
![Page 20: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/20.jpg)
Meme examples Hitler Meme
http://www.youtube.com/watch?v=LOQvsuJ5wIA
LOL cats http://images.google.com search: LOL cats
![Page 21: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/21.jpg)
Social Object The conversation happening around object is
what’s valuable
Image: marc wathieu
![Page 22: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/22.jpg)
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.
![Page 23: Social media concepts: Social Capital, Strength of Weak Ties, and Social Objects](https://reader033.vdocuments.us/reader033/viewer/2022061104/5412859c7bef0ad8528b617b/html5/thumbnails/23.jpg)
Exam Review