MKTG-430 Lecture Notes - Lecture 10: Tencent Weibo, Dogster, Youku
Document Summary
Network structure and group influence in social media. Viral: how many views in a certain time frame is what makes something go viral. Characteristics of online communities: social objects, on dogster, dogs are the social objects, what are the social objects of your favorite network, conversation, presence, democracy, standards of behavior, participation. Cultural (cid:862)so(cid:272)ial o(cid:271)je(cid:272)ts(cid:863: a meme acts as a unit for carrying cultural ideas, symbols, or practices, transmitted from 1 person to another. Types of people who spread viral content: mavens, connectors, salesman. Group influence: opinion leader- a person who is frequently able to influence others" attitudes or behaviors. I(cid:374)for(cid:373)atio(cid:374) po(cid:449)er: o(cid:374)e"s (cid:272)o(cid:374)trol o(cid:448)er the flo(cid:449) of a(cid:374)d a(cid:272)(cid:272)ess to i(cid:374)for(cid:373)atio(cid:374) Klout: a measure of social capital: what is your klout score, assess the klout score of marketing leaders you admire. Which person is more important for spreading new information to as many people as possible: telling 1 of your 5 best friends, telling an acquaintance in class.
