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Lecture 5

MKTG 345 Lecture Notes - Lecture 5: Social Media Marketing, Web 2.0, Smallworld

Course Code
MKTG 345

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Social Media Marketing sept 9 class notes
Online Communities: groups of people who come together for a specific purpose,
who are guided by community policies, and who are supported by internet access
that enables virtual communications
Networks: the underlying structure of communities
Social Network: a set of socially relevant nodes connected to one or more relations
Nodes: members of the network
Members: connected by their relationships with each other
Interactions: behavior-based ties such as talking with each other or attending an
event together
Flows: exchanges of resources, info, or influence among members of the network
Objective sociality: the extend to which an object can be shared in social media
Vertical networks: sites designed around object sociality
Six degrees of separation: an observation that everyone is connected to everyone
else by no more than six ties
-based on mathematical model of small-world network
-everyone is bound to everyone by a trail of 6 people
degrees of separation for social media sites
fb: 4.74
twitter: 4.67
linkedin: 3
-online communities makes us all closer
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