MKTG 345 Chapter Notes - Chapter 4: Social Media Marketing, Web 2.0, Smallworld
Document Summary
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 network. Object sociality: is the extent to which an object can be shared in social media. Vertical networks: are sites designed around object sociality. Six degrees of separation is an observation that everyone is connected to everyone else by no more than six ties. The interactive platforms of web 2. 0 enable online communities to exhibit the following basic characteristics: conversations, presence, democracy, standards of behavior, 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.
