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How Ideas Travel

Step Flow of Influence

✳✱*

Mavens

WOM

Word of Mouse

Connectors

Salesman

Group Influence

Opinion leader – a person who is frequently able to influence others’ attitudes or behaviors.

Active Minds

Activists

Impact

Trendsetters

Connected

Social Power

Memes

Referent Power-authority through the motivation to identify with or please a person

Legitimate Power-authority based on rights. associated with a person’s appointed position.

A snippet of cultural information that spreads person to person until eventually it enters the general consciousness.

Reward Power- ability to

provide others with

what they desire.

Information power: one’s control over the flow of and access to information

Expert Power-recognition of one’s knowledge, skills, and ability.

Social Networks

Coercive Power-the ability to punish others.

Social Networks are a set of socially relevant nodes connected by one or more relations

Social Community

Social Capital

FLOWS

4 Elements of SNS Participation

  • People
  • Artifacts
  • Feedback
  • Distribution

The exchange of resources, influence among members in the network

Accumulated resources whose value flows to people as a result of their accesses to others

Nodes-members of the network.

Social Capital Types

Bonding

  • Bridging
  • Maintained

Online Communities

Klout

A measure of your social capital

A group 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.

Network Structure

Group Influence in Social Media

Characteristics of a Social Community

Prescence

Participation

Conversation

Democracy

Social

Objects

Standard

of

Behavior

Strong and Weak Ties

Core ties – those people with whom we have very close relationships.

Significant Ties- those individuals with somewhat

close connections,

but less so than core ties.

Weak ties – those individuals with whom your relationship is based on superficial experiences or very few connections.

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