Social Networks and Communication: Key Concepts and Theories in SNS

social network sites (SNS)

Platforms for social interaction and content sharing online.

social network

set of socially relevant nodes connected by 1 or more relations

nodes/ network units

members of network connected by their relationships/ties with each other

interactions

behavior-based ties such as talking with each other, attending an event together, or working together

flows

communications between nodes

media multiplexity

flows of communication that go in many directions at any point in time and often on multiple platforms

word of mouth communication

flows from node to node

presence

the effect that ppl experience when they interact with a computer-mediated or computer-generated environment

social object theory

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

object sociality

The extent to which users can share an object in social media, clearly relates to an audience's unique interests

passion-centric people

ppl who join communities that probably not only share an interest in the object in question but chances are they are passionate about the object

vertical networks

sites designed around object sociality

norms

mental representations of appropriate behavior in a community

flaming

WHEN A POST CONTAINS ALL CAPITAL LETTERS TO EXPRESS ANGER

doxing

cyber offense that is illegal in the U.K., refers to identifying and publishing private info about someone as a form of punishment or revenge

open access sites

enable anyone to participate without registration or identification

social contract

agreement that exists between the host or governing body and the members

crowdcultures

distinctive communities, both online and in-person, that share a certain set of collective values

crowdsouring

when tasks are completed collaboratively by a large group of people such that the resulting value far exceeds that which could have been contributed by any single participant

intentional social action

participation in the context of a group

social capital

affiliations formed from community relationships that allow ppl to accumulate resources that they can "trade" for other things, resources can be actual or virtual and held by a group or individual

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

core ties

ppl with whom we have very close relationships

significant ties

somewhat close connections but less so than core ties

weak ties

contacts with whom your relationship is based on superficial experiences or very few connections vs strong ties/bffs

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.

maintained social capital

refers to the value we get from maintaining relationships with latent ties

latent ties

pre-existing connections that we've discarded

opinion leaders/influencers/power users

ppl that others view as knowledgeable sources of info

Reward Power

one's ability to provide others with what they desire

coercive power

the ability to punish others

legitimate power

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

referent power

authority through the motivation to identify with or please a person

expert power

recognition of one's knowledge, skills and ability

info power

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

homophily

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

2 step flow model of influ7ence

a small group of influencers are responsible for dissemination of info bc they can modify the opinions of a large number of other ppl

influence network

ppl communication info to one another and also participate in a 2 way dialogue with the opinion leader

cascades of info

occur when a piece of info triggers a sequence of interactions (like an avalanche)

word of mouth

product info individuals transmit to other individuals

ad equivalency value

when brands use paid media and have an estimate of the value of the advertising in the form of the fees they paid to place the ads

impression

a view or an exposure to an advertising message

what are the 3 types of ppl who help spread viral messages

mavens, connectors, and salesmen

mavens

ppl who are knowledgeable about many things

connectors

ppl who know many ppl and communicate with them

salesmen

ppl who influence others with their natural persuasive power

viral content

content that was deemed relevant and valuable by a large number of people in 1 or more social communities

meme

a snippet of cultural info that spreads person to person until eventually it enters the general consciousness