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Chapter 4

MKTG 345 Chapter Notes - Chapter 4: Social Media Marketing, Web 2.0, Smallworld

Course Code
MKTG 345

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Chapter 4 Social Media Marketing
Digital Communities
Online communities: are 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 communication
social network :is a set of socially relevant nodes connected by one or more relations.
Nodes: are members of the network.
Members: are connected by their relationships with each other.
Interactions: are behavior-based ties such as talking with each other or attending an
event together.
Flows: are exchanges of resources, information, or influence among members of the
Object sociality: is the extent to which an object can be shared in social media.
Vertical networks: are sites designed around object sociality.
Based on Mathematical Model of Small-world Network
-Six degrees of separation is an observation that everyone is connected to
everyone else by no more than six ties.
5 Characteristics of online communities
The interactive platforms of Web 2.0 enable online communities to exhibit the following
basic characteristics:
1. Conversations
2. Presence
3. Democracy
4. Standards of Behavior
5. Levels of Participation
Conversations: Though social media provides an online space for digital
conversations, these conversations are not based on talking or writing but on a hybrid
of the two.
Presence refers to the effect that people experience when they interact with a
computer-mediated or computer-generated environment.
Democracy is a descriptive term that refers to rule by the people.
Media democratization means that the members of social communities control the
creation, delivery, and popularity of content.
Standards of Behavior: Virtual communities need norms, or rules that govern
behavior, in order to operate. Some of these rules are spelled out explicitly but many of
them are unspoken. (e.g., Facebook policies)
Open access sites: enable anyone to participate without registration or identification.
social contract: is the agreement that exists between the host or governing body and
the members.
Level of Participation: For an online community to thrive, a significant proportion of
its members must participate. Otherwise the site will fail to offer fresh material and
ultimately traffic will slow.
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