Ch. 3 Network Structure & Group Influences in Social Media

social capital

- reputation value - value relies in providing access to others

Nodes

Members of the network; also refer to as network units

Social Network

a set of socially relevant nodes connected by one or more relations

Weak Ties

acquaintances or people we know through association with a third party

Referent Power

authority through the motivation to identify with or please a person

Reputational Capital

based on the shared beliefs, relationships, and actions of those in the community such that norms, behaviors, and values held and shared by individuals ultimately support a community reputation.

bonding social capital

emotional support that's a form of social capital such as alcoholics anonymous

Network Effect

explains that the relative value a community offers its members is tied to its membership

Gaming Hero

gaming héros amass followers seeking entertainment as well as tips and techniques to improve their own games

Doxing

identifying and publishing private information about someone as a form of punishment or revenge

media multiplexity

in a social media context, when flows of communication go in many directions at any point in time and often on multiple platforms

Six Degrees of Separation

is an observation that everyone is connected to everyone else by no more than six ties.

The Fitspiration

makes you want to move, sharing workout and strecthing tips

ad equivalency value

refers to what the value of the mention would be if it had come through a paid advertising placement rather than a volunteered comment.

forms of social capital

-bridging -bonding -maintaining

Characteristics of Online Communities

1. Presence 2. Social Objects 3. Behavior Standards 4. Groups and Sub-cultures 5. Participation 6. Social Capital 7. Strong and Weak Ties

8 Social Media Archetypes

1. The Balanced Life 2. The Friend Zone 3. Fashionista Coach 4. Gaming Hero 5. The Charismatic Cook 6. The Adventurer 7. The Fitspiration 8. The Beauty Expert

The Friend Zone

Online friend squads that create comedic content focused on collaboration across channels

The Adventurer

The adventurer creates a lifetime narrative of storylines that blend across journeys and borders

bridging social capital

The value we get from others who provide access to places, people, or ideas we might not be able to get on our own.

The Charismatic Cook

These influencers are relatable and fun, evolving from Zen-like online chefs and food stylists of years past.

The Beauty Expert

a master of hair and/or makeup

Homophily

refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs

information power

one's control over the flow of and access to information

Reward Power

ones ability to provide others with what they desire

Legitimate Power

organizational authority based on rights associated with a person's appointed position

opinion leaders

people that others view as knowledge sources of information; also known as influencers or power users

Flaming

posts written in all capital letters to express anger

latent ties

pre-existing connections that we've discarded

two step flow model of influence

proposes that a small group of influencers disseminate information since they can modify the opinions of a large number of other people

expert power

recognition of one's knowledge, skills, and ability

Impressions

refers to a view or an exposure to an advertising message

social object theory

suggests that social networks will be more powerful communities if there is a way to activate relationships among people and objects

Coercive Power

the ability to punish others

presence

the effect that people experience when they interact with a computer-mediated environment

Object Sociality

the extent to which an object can be shared in social media

maintained social capital

the value we get from maintaining relationships with latent ties

Fashionista Coach

these influencers are fashion icons with their own personal identity

The Balanced Life

this type of influencer eats well, exercises, and still makes time to live an all-around healthy lifestyle

Significant Ties

those individuals with somewhat close connections, but less so than core ties

Core Ties

those people with whom we have very close relationships