Social Media and Social Capital
This lecture is based on how socializing on social media has
impacted our relationships. A very common saying that goes with
this topic is “How can you say we never go anywhere together? I
have been following you all day on Twitter!”
Social Capital
One way to understand and calculate the impact of social
media on relationships is Social Capital. It refers to the
resource generated from a person’s
connections/relationships with other people. These
relationships have the power to facilitate action/response
from other people. This can be particularly important for
marketing campaigns to extract extra value from people
and their social connections. Some popular definitions are
as follows –
“... constitutes a particular kind of resource available to
an actor.” (Coleman, 1988)
“... understood roughly as the good will that is
engendered by the fabric of social relations and that can
be mobilized to facilitate action.” (Adler & Kwon, 2002)
“... broadly refers to the resources accumulated through
the relationships among people.” (Ellison, Steinfield &
Lampe, 2007)
This lecture is based on how socializing on social media has
impacted our relationships. A very common saying that goes with
this topic is “How can you say we never go anywhere together? I
have been following you all day on Twitter!”
Social Capital
One way to understand and calculate the impact of social
media on relationships is Social Capital. It refers to the
resource generated from a person’s
connections/relationships with other people. These
relationships have the power to facilitate action/response
from other people. This can be particularly important for
marketing campaigns to extract extra value from people
and their social connections. Some popular definitions are
as follows –
“... constitutes a particular kind of resource available to
an actor.” (Coleman, 1988)
“... understood roughly as the good will that is
engendered by the fabric of social relations and that can
be mobilized to facilitate action.” (Adler & Kwon, 2002)
“... broadly refers to the resources accumulated through
the relationships among people.” (Ellison, Steinfield &
Lampe, 2007)
