Chapter Notes Class 1- Chapter 1: Social Media Revolution Sept 27th 2021 . The social media revolution has changed how people communicate and share info, and had altered not only how we behave but how businesses interact with potential and current customers · Social media is set apart from nonsocial digital media in social interactivity, openness, and flexibility, fast-paced flows of information, and constant innovation · Social interactivity means that on social media, people can communicate with each other · Openness means that everyone can participate and interact via social media channels with little restrictions · Flexibility means that social media is a multifaceted type of digital media · Information usually is one to one or one to many (narrow casting and broadcasting) . Social media marketing is a process/ way of thinking that involves finding opportunities for leveraging social interactivity among consumers in an open space. · Consumer to company interactions and company to consumer, consumer to consumer . Con to con and consumer to company are the main ones for social media marketing · Interaction first, channels second Chapter 2- Connected customers and Social Interactions · Understand what a social network is at its most basic level (nodes and ties). · Define and give examples of social networks, nodes, and ties. · Define and draw examples of ego networks. · Discuss implications of connectivity and activity for flows of information. · Understand relative values of hubs and pumps for information dissemination. · Classify social connections by impact and barriers to activate. . A network is made of many smaller nodes with ties connecting them · Nodes = people ties= relationships between pairs of nodes . You can have multiple ties- as "multiplicity" which represent the different types of ties . Tie strength- the intensity of ties between nodes · A person's network- ego network · Complexity is an essential part . Connectivity and Activity- social interactions in the transmission of information from one node to another node . Social interactions is the transmission of info from one node to another
. "Hub seeding"= the connectivity nodes in networks are hubs and you plant a seed . Those with high connectivity doesn't mean they are the ones with high transmission · Hubs= people with high social connections · Pump= high activity . How socially active the transmitter seems to affect the retransmission likelihood · Impact (weak vs strong) and barriers to activation (low vs high) . Barriers to activation refers to the ease of difficulty of the social tie being activated in order for social interaction to happen Chapter 3- Social Media Audit . The purpose of social media is to provide a bird's eye's view of how the brand is doing . Social media audits should be done once a quarter but smaller ones should be done every month · POEM Framework- paid owned earned media · Paid media is any social media activity for which a company pays. · Owned media is any activity that occurs in