Chapter 1- Social media revolution . 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 of · Openness means that everyone can participate and interact via social media channel with few restrictions · Flexibility means that social media is a multifaceted type of digital media . Information usually is one to one or one to many (narrowcasting and broadcasting) . Social media marketing is a process/ way of thinking that involves finding opportunit for leveraging social interactivity among consumers in an open space. . Con to con and consumer to company are the main ones for social media marketing · Interaction first, channels second Chapter 2- Connection btw customers · 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 tie · 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 node to another node . "Hub seeding"= the connectivity nodes in networks are hubs and you plant a seed · Hubs- high connection Pumps- High activity · 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 ir 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 e month · POEM Framework- paid owned earned media . Earned media is any social media that occurs in social media channels a company doe directly control · MAIN QUESTIONS TO COVER o What marketing and/or business objectives do you pursue through your social me activities o How do these activities fit into the rest of your marketing plan? · On SM channels, do you have accounts? · Who has the power to post? . Are you actively tracking mentions of or references to the brand? · Are you doing any paid social media? . For each current owned social media channel