ADMS 3220 Lecture Notes - Lecture 7: Centrality, Lead Generation, Sociogram
19 Dec 2015
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Document Summary
Social media are web-based means of interacting with people by posting opinions, pictures, and videos: allows customers to have a dialogue with marketers/brands. Word of mouth: facilitated by social media, a credible and objective means of communicating between consumers: key is to heighten interest and buzzability to create interesting and relevant content. Social networks: structures of interconnections among customers: networks can be drawn and analyst to assist marketers with: Centrality indices: finding opinion leaders and influential consumers. Influencers are members of social networks who are more connected than others and are potential wom generators. Firms analyze social networks to identify influencers o: centrality indices describe the position of each individual within the network, 5 steps in a digital influencer strategy: relative to others. Structural equivalence: two customers with similar purchase patterns one might find what the other buys appealing: recommendation systems are an odd manifestation of social media because recommendation come from strangers but are still trusted.
