CH. 13 Social Media and Network

Question 1

websites and applications that enable users to create and share content or participate in social networking.

facilitates interaction among people to create, share, and/or exchange information and ideas.

Answer 1

Social Media

Question 2

• builds trust
• community building
• increasing interest
• improving partnerships
• nurturing relationship with existing customers

Answer 2

How Social Media Impacts Business

Question 3

Social structures made of nodes (e.g. individuals, organizations) that are tied by one or more specific types of interdependency, such as values, ideas, financial exchange, friendship, kinship, like, dislike, or trade.

Answer 3

Social Networks

Question 4

Graphical representation of a network.

set of actors or nodes (individual or company accounts on social media)

symmetric tie: actors follow each other
asymmetric tie: one follows the other but the other one doesn’t (ties vary in strength: strong and weak)

network analysis requires tabular representation (sociomatrix)

Answer 4

Sociogram

Question 5

• relevant and important in your social networking interactions.
• perform different functions in relationships, but they can extend a network far beyond its normal reach.
• socially weak ties (aka bridges) can bring far-reaching benefits outside of your normal relationships

Weak tie builds more connections.

Answer 5

Strong and Weak ties

Question 6

row first, then column

Answer 6

Social Network Matrix

Question 7

• Hub and Spoke: peripheral nodes are connected to central nodes but not to each other
• Cohesive Clique: nodes send information to everyone, no restrictions
• Gate Keeper: Only one gets access from the other and decides if they share with the others.
• Homogenous Coalitions: nodes stay together in their groups

Cohesion: Low, Medium, High

Answer 7

Social Network Design and Cohesion

Question 8

• Some members are more connected and influential than others.
• Goal: locate highly influential members, induce their trial of products, and propel the diffusion process.
• Locating central members
• Centrality

Answer 8

Indentifying Influentials

Question 9

Represents the number of connections an actor has with others in the network.
higher centrality= many links
peripheral= fewer links

Answer 9

Centrality