1. Social media, definitions, background & research (and
affordances)
2. Agenda ! eCollege (just in case!) ! Social media discoveries
! Visitors vs. Residents ! Social media terms defined ! Other
definitions and key ideas Affordances, SNA Overview of
research/terms from your readings ! Speed networking: partnerships?
! Your projects (book review/remix) ! 95 Theses?
6. Visitors & residents activity The Resident The resident
is an individual who lives a percentage of their life online. The
web supports the projection of their identity and facilitates
relationships. These are people who have an persona online which
they regularly maintain. This persona is normally primarily in a
social networking sites but it is also likely to be in evidence in
blogs or comments, via image sharing services etc The Visitor The
Visitor is an individual who uses the web as a tool in an organised
manner whenever the need arises. They may book a holiday or
research a specific subject. They may choose to use a voice chat
tool if they have friends or family abroad. Often the Visitor puts
aside a specific time to go online rather than sitting down at a
screen to maintain their presence at any point during the day. They
always have an appropriate and focused need to use the web but dont
reside there. David White Not Natives & Immigrants but Visitors
& Residents
9. What Is social media? Why is it important? Group definitions
http://padlet.com/wall/limvoliid8 30 social media definitions
10. Possible ways a tools could be used by an individual in a
particular context. Affordance change with the person using them.
There are Real or perceived affordances. James Gibson An affordance
is a quality of an object, or an environment, that allows an
individual to perform an action. Wikipedia Discussion: Brainstorm a
task, brainstorm a social media tool Decide on its positive and
negative affordances in context of the task. Think about
affordances in terms of Twitter or Facebook or YouTube. How have
these platforms developed affordances beyond their original
intentions? Consider possible affordances of tools for your PKM
assignment. Gibson, J. J. (1977). The concept of affordances.
Perceiving, acting, and knowing, 67-82.
11. What is social media? Allows users to link to each other,
contribute and share content or commentary. Social media
facilitates sharing collaboration, transparency, conversation. Our
Week 1 Padlet Steiner, Sarah K. Strategic Planning for Social Media
in Libraries, 1
15. John Atkinson/ Wrong Hands
http://wronghands1.wordpress.com/2013/03/31/vintage-social-networking/
16. http://vimeo.com/80387678
17. Speed Dating/ Networking: Not a commitment, just an
icebreaker 1. 2-minute conversations 2. 3 big questions Timer
18. Question ideas for Speed networking?
19. Explained by Don Norman
20. Comparing 4 Web 2 tools 3 Affordances of technology
21. Thinking about SNA
22. A network is an interconnected system
23. What is a social network? "A social network is a social
structure made up of a set of social actors (such as individuals or
organizations) and a set of the dyadic ties between these actors.
The social network perspective provides a set of methods for
analyzing the structure of whole social entities as well as a
variety of theories explaining the patterns observed in these
structures." Social Media Issues Lexicon
24. Or. . . Social structure made up of nodes tied by
interdependency.
25. Whats a node? Individual actors in a network
26. Whats a tie? Connection points in a network
27. Centrality In a triad, the intermediary between two actors
! Degree centrality: how many connections ! Closeness centrality:
length of shortest path ! Betweenness: how often node acts as
bridge along shortest paths ! Eigenvector centrality: influence !
Centralization: how central is the most central node
28. Structural holes Ronald Burt: Absence of ties between two
parts of a network A broker or a bridge can bring them
together
29. Social networks are studied 1. Egocentrically: looking at
one node and its purpose 2. Whole network: studying all the nodes
in the network environment Micro: small networks Macro:
infomatics-type stuff
30. Gilbert, E., & Karahalios, K. (2009, April). Predicting
tie strength with social media. In Proceedings of the SIGCHI
Conference on Human Factors in Computing Systems (pp. 211-220).
ACM.
https://www.cs.purdue.edu/homes/aliaga/cs197-10/papers/predicting-tie-strength.pdf
31. Howard Rheingold on social Network smarts New knowledge
about the nature of networks is essential for getting around in
this century because digital data and human communication networks
erase barriers and multiply possibilities for one of our most
powerful capabilities: our sociality. Net Smart, p. 23 Derives from
a variety of disciplines that had previously not been connected
(digital networks and human social behavior) . . . 25 (Net Smart:
How to Survive Online, MIT, 2013)
32. reciprocity social norm of in-kind responses to the
behavior of others; in cultural anthropology, defined as people's
informal exchange of goods and labour. Social Media Issues
Lexicon
33. Plickert, G., Ct, R. R., & Wellman, B. (2007). It's not
who you know, it's how you know them: Who exchanges what with
whom?. Social Networks, 29(3), 405-429.
http://homes.chass.utoronto.ca/~wellman/publications/reciprocity05/reciprocity3-5.pdf
34. More than who you know But who/what you have access to
because of/via who you know Social capital increases when you use
it.
35. Milgram's Six Degrees Anyone can be connected to any other
person through chain of acquaintances with no more than five
intermediaries.
36. Milgram: Six Degrees of Separation (Psychology Today, 1967)
The small world problem ! Randomly selected people in mid-West to
send packages to stranger in Massachusetts. ! Senders knew the
recipient's name, occupation, general location. ! Instructed to
send package to person they knew on a first-name basis who they
thought was most likely, out of all their friends, to know the
target personally. That person would do the same, and so on, until
the package was personally delivered to its target recipient. !
Participants expected the chain to include more than a hundred
intermediaries ! Took (on average) between five and seven
intermediaries to get each package delivered. ! Results questions
because of small number of packages ! Playwright John Guare ! Brett
C. Tjaden computer game on the U. VA using IMDB to document
connections between actors. Time Magazine called his site, The
Oracle of Bacon one of the "Ten Best Web Sites of 1996." Milgram,
S. (1967). The small world problem. Psychology today, 2(1),
60-67.
37. Granovetter, M. S. (1973). The strength of weak ties: A
network theory revisited American journal of sociology,
1360-1380.
38. https://www.youtube.com/watch?v=-Bm93gN1zJg
39. Mark Granovetter 1973 study The Strength of Weak Ties !
Before the study, strong ties considered most important ! Study
show weak ties mattered a lot! ! People found jobs in their network
from people they didnt know all that well, more often than from
those they knew well. ! Also importantpeople who are nothing like
you
40. How did Granovetter measure tie strength? ! Time: how much
you spend with a person, how often you see them, how long youve
known them ! Emotional intensity: how strong are the emotions you
share, experiences with strong emotions ! Intimacy: secrets,
vulnerabilities, personal revelations ! Reciprocal services:
favors, if you want some one to trust you, ask them for a favor. We
tend to do favors for people with whom we have stronger ties
41. You are more likely to get new information from people you
dont know very well You have a lot in common with your strong ties
When you interact with weak ties, you talk about things you dont
talk about every day Job information comes more likely from weak
ties
42. The strength of weak ties (sociological concept connected
to network analysis) Strong vs. weak (really a continuum)
Strong=trusted friends & family, not many (10ish?)
Weak=co-workers, classmates, acquaintances. People you dont spend
lots of time with (many of them)
43. Additional Influences on tie strength ! Granovetter: four
tie strength dimensions: amount of time, intimacy, intensity and
reciprocal services. ! Burt: structural factors like network
topology and informal social circles ! Wellman and Wortley:
emotional support--advice on family problems=stronger ties ! Nan
Lin, et al.,: social distancesocioeconomic status, education level,
political affiliation, race and gender
44. Which are the most important nodes in this network?
45. Think about jokes and ties
46. Two types of social capital (Robert Putnam) ! Bonding:
emotional & substantive support, usually through strong ties !
Bridging: new information possible, often through weak ties to
diverse groups Which does the internet support most?
47. Bridges ! Tie strength is related to how information
spreads through networks ! Strong ties more trusted ! Strong ties
overlap ! Strong ties are rarely bridges ! Weak ties lead to ideas
beyond and help us make discoveries ! Weak ties most important in
social networks ! Information reaches larger number of people
diffused through weak ties ! Most times weak ties form bridges in
networks, connecting groups
48. Advice suggested by the research Leave your walled garden
Find communities Develop weak ties in those communities You cant
build a network around the people you already love Reach out
Bridge!
49. Implications When you create and share content to move
across weak ties, you reach new people, attract opportunities,
access new content
50. ! Write your strong ties in a circle ! Connect them to each
other ! Darken ! Weak ties connect us to other groups ! Strong ties
are often connected strongly to each other ! Tie strength can be
studied qualitatively and quantitatively ! Think about bridges and
to whom they lead you
51. Assignment 1 Based on Chapter 5: Steiner
52. What is strategic planning? ! Identify needs of your target
audience ! Identify ways in which you might serve those needs !
Identify ways to respond confidentially and proactively to changes
in those needs Steiner, Sarah K. Strategic Planning for Social
Media in Libraries. 3
53. Major elements: ! In-class sharing of initiatives of a
social media presence or campaign. (This may be a Web page on a
social media platform, a curation effort, or any other selected
platform that meets the group/institutions needs. This will be
presented at the last or next to last class meeting, depending on
class size. This should look like a presentation/pitch of
prototype(s) a client at our Design Faire (final or next-to-last
class meeting) ! A five to seven-page written paper, based on
Steiners Chapter 5, to be submitted during one of the last two
class meetings. Please also post your paper as a PDF with an
attractive title image on the RU 587 Social Media Initiatives
Pinterest Board.
54. What to include: Your five to seven-page written document
should flesh out the considerations addressed in you proposal,
including: ! target groups/audience ! audience environmental scan
(what do they need or care about?) using a couple (NOT ALL) of the
strategies Steiner suggests ! a SWOT analysis (of your strengths,
opportunities, weaknesses, opportunities, threats) ! mission and
vision statements (Ask about what already exists.) ! an
abbreviated, one-goal strategic plan, selecting social media
initiatives, action items, and measures ! select and develop social
media platforms based on the action steps for one or more of the
social media initiatives (this will be determined by the size of
your team) and the affordances offered by the selected platform(s).
You may choose to use some sort of mash-up.
55. ! brief exploration of any relevant research relating to
use of your selected platform for this type of initiative !
description of your possible marketing strategies ! assessment of
the initiatives feasibility/scalability/sustainability: Can the
project be useful long-term? Is it likely to be sticky? Will others
want to continue it? ! predictions of measures of success: How
might the impact of your social media initiative be measured? (as
established in your goal) ! summary of community feedback solicited
via social media ! critical reflection of process and team
contributions ! design document, diagrams or mockups to be used in
the presentation (as appendices beyond the page count) ! Please
share your papers and files/links for any presentations in the
eCollege Dropbox
56. Types of social media you might use for your initiative
(There are many more options!) ! Social networking: Facebook,
LinkedIn ! Social news: Digg, Reddit ! GPS/Location based:
Foursquare ! Websites: Google Sites, Weeby, ! Wikis ! Blogs !
Microblogs ! Booksharing: GoodReads, LibrarThing, Shelfari,
Biblionasium ! Bookmarking ! Virtual Worlds ! Virtual Gaming Worlds
! Q & A: Yahoo! Answers, Wiki Answers ! Image/Video sharing:
Flickr, Picassa, YouTube Channel ! Slide sharing: SlideShare,
Author Stream ! Storage: Dropbox
57. Ask: Which Best meets determined organizational needs?
Which will help develop brand loyalty?
58. Assignment 2: Social media book review/remix Did you pick a
title from our Pinterest Reading List and sign up for a date?
59. Assignment 3: Personal Knowledge Management/Curation Did
you consider a platform and topic for PKM and share it on our
Google Doc?
60. The Transparent Library The Hyperlinked Library
http://tametheweb.com/ TTW White Paper The Hyperlinked Library here
(download the PDF here) About Michael Michael Stephens
61. Laura Solomon Linkedin
62. For next week: Make decisions about Assignment 1. Do some
outreach! Commit to a book and a week for Assignment 2 here. Start
reading! Make sure you are in our Class Directory. Let us know
where your PKM container is for Assignment 3 and start curating
around your interest. Tweet to #RU587 Read about and prepare
questions for Laura Solomon and Michael Stephens to post on this
Padlet: http://padlet.com/joycevalenza/socialcapital 9/24
Colloquium
63. Also for next week: Week 3 Playlists Steiner, Strategic
Planning for Social Media in Libraries Chapter 1: Introduction
Chapter 2: Types of Solutions Available Chapter 3: Planning
Solomon, The Librarians Nitty-Gritty Guide to Social Media, Chapter
3: Understanding Social Capital Chapter 4: Strategies for Social
Media Success Milgram, S. (1967). The small world problem.
Psychology today, 2(1), 60-67.
