Social Network Theory
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The document discusses social network theory, tracing its historical roots to early sociologists Emile Durkheim and Ferdinand Tonnies, and explores the significance of nodes and ties in social relationships. It emphasizes the role of social media and networks in modern marketing and highlights case studies demonstrating the impact of these theories on platforms like Facebook and LinkedIn. Additionally, it contrasts social media as a one-to-many communication method with social networks that facilitate audience engagement.
Social Network Theory
- 1. SOCIAL NETWORK THEORY SUBMITTED BY, RUCHIKA SANDOLKAR
- 2. HISTORY OF CONCEPT In the late 1890s, both Emile Durkheim and Ferdinand Tonnies foreshadowed the idea of social networks in their theories and research of social groups. In the 1930s by several groups and analysis of social interaction in small groups, especially classrooms and work groups. Each of them can play dual roles, acting both as a unit or node of a social network as well as a social ties.
- 3. Social Network Theory Social network theory views social relationships in terms of nodes and ties. Nodes are the individual actors within the network, and ties are the relationships between the actors. These theories relate to becoming an “influencer” which is the future of marketing and advertising’s recommendation culture. If you understand network theory, you’ll understand the premise behind social network platforms (places) like Facebook, Twitter, Instagram, Snap chat, YouTube.
- 4. NETWORK A Network is a set of relationship more formally, a network contains a set objects. The simplest network contains two object, 1 and 2, and one relationship that links them. ANALYSIS IN NETWORK Three key mechanisms:- Status signaling and certification. “Network Prisms” Resource and information channel. “Network Pipes” Social Influence network. “peeps”
- 5. Network Pipes & Innovation Best developed line of work. Focus is discovery Innovation is a process of recombinant search. Network Prisms & Innovation Less well developed tradition. Focus is discovery or adoption Innovation is a risky, non-conformist behavior
- 6. Network Peeps & Innovation Oldest tradition. Focus on adoption and diffusion not discovery. Challenge of groupthink.
- 7. SOCIAL MEDIA v/s SOCIAL NETWORK SOCIAL MEDIA:- Social media is the media (content) that you upload -- whether that's a blog, video, slideshow, podcast, newsletter or an eBook. . Although people can respond and comment, you own the content and have to produce (write/record/create) the media yourself. It’s a one- to- many communication method.
- 8. SOCIAL NETWORK Once you decide what media you are going to use, begin with social networking sites like Facebook and Twitter to engage with your audience. Facebook and Twitter also provide you with numerous opportunities to connect with your prospective audience through web links, posts, news stories, notes, photo sharing, blog posts, direct messages, questions and comments.
- 9. CASE STUDY FACEBOOK Cadbury's experiments with its content saw it gain 40,000 new fans on its Facebook page and 350,000 people were actively involved in the campaign. Coca-Cola used face recognition technology in Israel by placing machines around theme parks. People could log in to its Facebook app using nothing but their face. LinkedIn How Volkswagen India used LinkedIn to get 2,700 car recommendations in four weeks How you can use LinkedIn for lead generation and branding building.
- 10. THANK YOU