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10 Cards in this Set
- Front
- Back
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What are the seven types of social media functionality? |
Presence, sharing, identity, relationships, reputation, groups, conversation (More in depth #11 on study guide) |
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What is social capital and why is it important? |
Social Capital: Utility derived from social connections to achieve goals. Use it in order to promote a given objective/object. Importance of Social Capital: Spread your message within a network of associations, and the audience will be doing the promotion for you (plant the seed). We are of ten willing to promote a given brand, even why we receive no immediate benefit from the act. |
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What are Social Hubs? |
(network bridges) these are the people who know everyone "well connected" - "6 degrees of separation" - connect different subgroups and networks |
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What are Strong ties? |
Your strongest and most immediate social connections (ex. close friends, nuclear family) |
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What are Weak ties? |
Your more distant connections, perhaps even indirect (ex. acquaintances, distant relatives). Social media facilitates weak ties that may not exist otherwise. (weak ties help people find jobs) |
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What is the definition of Viral Marketing? |
Viral Marketing: marketing techniques that use pre-existing social networking services and other technologies to try to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses (virus doesn't spread itself -- we spread it through the word of mouth) |
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Viral Marketing vs. Word of Mouth |
Social media. We have several friends that we can broadcast to. Viral is where we can spread to hundreds of friends where as word of mouth is only a handful (3-10 people) |
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What is the Promotional objective of Viral Marketing? |
Wants the audience to spread the information amongst themselves (word of mouth and buzz) |
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What is the advantage of electronic Word of Mouth? |
broadcasted to more people than we would talk to in face to face contact |
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What is "Dunbar's Number"? |
The cognitive limit to the number of people with whom we can maintain stable and sociable relationships (about 150). Messengers will only pass on messages why they think its not already something everyone knows about. |
