SOCIAL NETWORKING AND SOCIAL INTEGRATION

LESSON 1: Introduction to Social Networking

SOCIAL NETWORKING
- Website and apps that allow users and organization to connect, communicate, share
information, and form relationship.
- Online social network facilitate connection between people based in shared interest,
values, membership in particular group (friends, professional colleagues, and etc.).
Two online social networks that tend to be used the most by learning professional is 2008
 LINKEDIN
- primarily a professional network, designed to facilitate linkages between people who are
wanting to connect for work-related purposes.
- It is more “buttoned-down” than Facebook with a more formal culture of relationships
and connections.
- It is also the network of choice for most professionals.
- It is designed for professional networking, there’s a greater emphasis on building a
reputation and connecting to employment and business opportunities.
- LinkedIn Questions and Answers is a way for people to ask questions and receive expert
advice. Answers can be rated and people who do this well can improve their LinkedIn
reputation.
- There are also employment listings and an ability to receive recommendations from your
connections that then become part of your profile. You can also create and join groups.
 FACEBOOK
- originally developed for college students to connect, so it has a more informal, social air
than you find on LinkedIn.
- It is the preferred network for Millennials (2008) who see the encroachment of Boomers
and, to a lesser extent, Gen X into the network as cause for some alarm.
- Combines the personal and professional.
- This is the network where you’re most likely to see both pictures of someone’s weekend
activities, as well as a link to their online portfolio or professional website.
- Many companies are using Facebook as a recruitment tool for Gen Y, while college and
university professors are exploring its use for their classes.
- Members can play games, join groups, share photos, and send each other virtual “gifts.”
- In this app there is “social air” meaning free to express who you are.

Common Features of Social Networks

- The ability to create a Profile page–this is your main “home” on the network.
- Different networks offer varying abilities to personalize your page in terms of look and
feel.
- They may also differ in terms of the types of information you would include, such as
name, location, education, etc.
- The purpose of a network is connections, so facilitating a members’ ability to find and
connect to other people is important.
- Each network offers different types of search capabilities and once you’ve located a
potential friend, you must send an “invitation” to invite them into your personal network.

LESSON 2: The Role of Social Networks and Social Integration

SOCIAL INTEGRATION
- When people from different background, cultures, or groups come together and interact
with each other in a way that promotes unity and cooperation.
- refers to the attachment’s individuals sustain with the larger society and are typically
measured in terms of occupational, organizational, and community roles (International
Encyclopedia of the Social & Behavioral Sciences, 2001).

PARTICULAR GROUP refers to specific categories of people within a larger group.

 DEMOGRAPHICS – groups based on age, gender, ethnicity, race, religion, or nationality.

 INTERESTS – groups of people who share common hobbies, passions or interests.
 SOCIOECONOMIC STATUES – group categorized by their economic situation (wealthy,
middle class, or poor).
 PROFESSIONS – groups of individuals working on the same field.
 CULTURAL/ SUBCULTURAL – groups of people that identify with a particular culture or
subculture.
 COMMUNITY – group of residents living in the same area.
 POLITICAL AFFILIATION – group associated with a specific political party or ideology.
 SOCIAL ORGANIZATIONS – groups formed around common causes or activities.
 FAMILIES – groups based on family ties.
 ONLINE COMMUNITIES – groups of people who connect and interact through online
platforms, based on shared interests or goals.

 NOTE:
- Understanding a community’s social networks is essential because of their potential to
affect population health.
- Social networks can also provide access to a community and generate knowledge of its
characteristics.
- In today's society, the use of social media has become a necessary daily activity.
- Social media is typically used for social interaction and access to news and information,
and decision making.
- It is a valuable communication tool with others locally and worldwide, as well as to share,
create, and spread information.

LESSON 3: Social Network Theory

SOCIAL NETWORK THEORY
- is the study of how people, organizations or groups interact with others inside their
network.
- Understanding the theory is easier when you examine the individual pieces starting with
the largest element, which is networks, and working down to the smallest element, which
is the actors.
 The LARGEST ELEMENT is NETWORKS.
- networks can be thought of as neighborhoods, since networks are comprised of the
actors and the relationships between those actors.
 The SMALLEST ELEMENT is ACTORS (NODE).
- these actors, referred to as nodes, can be individuals, organizations or companies.

three types of social networks that social scientists explore

  EGO-CENTRIC NETWORKS are connected with a single node or individual. For
example, you, the node, connected to all your close friends.
 SOCIO-CENTRIC NETWORKS are closed networks by default. Two commonly-used
examples of this type of network are children in a classroom or workers inside an
organization.
 OPEN-SYSTEM NETWORKS, the boundary lines are not clearly defined. A few
examples in this type of network are America's elite class, connections between
corporations, or the chain of influencers of a particular decision. Due to the lack of
clearly-defined boundaries, this type of network is considered the most difficult to study.

Weak versus Strong Ties

Strong ties are close enough to you that you probably have the phone numbers of these
people, whereas weak ties would be surprised if you called one of them. However, research
shows that the weak ties in your network are, in some ways, more valuable. One study
conducted by John S. Granovetter of John Hopkins University determined individuals who
sought employment most often received more quality job leads from weak links than from strong
ones.

Nodes or Actors

Nodes can most easily be defined as the individual players -- or actors -- inside the
network. Inside this part, which is the smallest piece of the social network puzzle, is where
scientists, marketers and even politicians, try to analyze the ties a node has with the other
members of the network. As an example of a social network, consider the members of a church.
Despite the fact all of them are connected by the overall network, not all the individuals are
connected with the same degree of closeness. It's these varying degrees of closeness, or
connectedness that determine the value of that node to the network. An actor's location inside
the social network can be an indicator of the strength of the ties associated with him. A person
near the center of the network often has more ties -- or links -- between himself and the other
actors, as opposed to someone on the outer fringes of a network. A person on the outer edge of
the network could be connected to the network by only one link.

Six Degrees of Separation

- One of the most fascinating aspects of Social Network Theory is the six degrees of
separation concept.
- This concept was the outcome of a late 1960s social experiment called The Small World
Problem.
- conducted by Stanley Milgram, in which 100 letters were sent to randomly chosen
individuals with a set of instructions to get the letter to a specific individual who lived in
Sharon, Massachusetts.

Weakness of Milgram's Claim

- One criticism of Milgram's work is the lack of data to support his theory, since many of
the letters never reached their intended target.

Strengths and Weaknesses of the Theory

 Due to the complexity of any social network, using the theory to understand actors and the
relationships between them is crucial to the work of social scientists, theorists, politicians, and
even marketers. These researchers often try to glean a better understanding of the inner
workings of a network so they can further their cause or simply sell a product. The theory,
though, does have some inherent strengths and weaknesses.

Strengths:

The theory offers an explanation for how random people are connected. It's useful in the study
of large groups and understanding how their members relate to others in the group it provides
insight into viral phenomena, such as viral content, the spread of diseases like Ebola, etc.

Weaknesses:

It's difficult to scientifically replicate.

Interpreting relationships/ties can be subjective.

Theory in Practice: Social Media

The theory is used to understand everything from high employee turnover to the intricate webs
associated with terrorist networks. In many ways, it’s the math behind social network theory that
explains how a piece of social media content goes viral in relatively few steps. This math, power
functions, shows how a small change in one area can have a huge impact in the overall
network. When a change is initiated at the node level, the change moves first from the node,
along its ties to the various connected relationships, before being pushed out to additional
nodes and their relationships, creating a change throughout the entire social network.

Six Degrees, or Small World Theory

An early examination of social networks by Travers and Milgram (1969) looked at

the lengths of the paths between individuals, and the question of the probability of any two
randomly selected individuals knowing each other, or how many acquaintances might connect
them in a chain of people. Six Degrees of Separation also became known as the Small World
phenomena, which describes the idea that everyone is connected to everyone else through six
degrees of separation or fewer. The body of work on the topic is examined by Sebastian
Schnettler (2009)

The Strength of Weak Ties

Taking the Small World Theory further, the type of connections within a network,
and in particular those used to travel across networks, were described as Weak and Strong ties
by Mark Granovetter, in The Strength of Weak Ties (1973). He defined weak ties as contacts
that are less likely to be ‘socially involved’ with each other than strong tie contacts, or close
friends. Consequently, he observed that a network of acquaintances, or weak ties, will be a low-
density network where many of the potential relationships have yet to be made. However, a
strong tie network of close friends is likely to be highly connected, where most people know
each other. The early research by Granovetter (1973) demonstrated that people were more
likely to hear about new job opportunities though acquaintances (weak ties) than through close
friends (strong ties) because acquaintances are more likely to be privy to information that is not
known already by an actor or their close friends.

Structural Holes

Ronald Burt (1992) developed Granovetter’s original theory (1973, 1983) on the ‘strength of
weak ties’ by arguing that the real value in weak ties lies in when they bridge between networks,
and therefore become the conduits of knowledge, information, and value between those
networks. Individuals who bridge what Burt calls ‘structural holes’ between networks act socially
in the same way as a single bridge across a river between two trading communities, and
therefore create value both for the communities and consequently for themselves.

The role of role-sets

Rose Coser (1975) explores the concept of role-sets and their place in the
development of individualism in modern society, which explains how individuals need to
segment their behavior to suit different social situations. This variety of social interactions form a
core part of an accelerator. Role-set theory explores the complexity of social interactions,
depending on the time and place, the person, and the circumstances of the engagement. The
interaction of status and complex ‘role-sets’ are explained by Coser using the analogy of a
medical student. ‘Medical Student’ is a single status, but one which has many roles in relation to
others; that of student to teacher, doctor to nurse, student to other student, doctor to patient,
and an array of other role-sets within the wider medical ecosystem.

NOTE:
Social Network Theory is a large and mature topic which cannot be covered fully in
this review. In particular, the works of Granovetter, Burt, and Coleman, which are discussed
below, form large bodies of work on their own, and have generated an even larger volume of
secondary research and analysis. This review will remain limited to introducing their core
theories, and addressing some of the secondary research in order to give the reader a general
introductory understanding of Social Network Theory, and in particular aspects that impact on
understanding innovation programming.
LESSON 4: Social Networking Concepts and Ideas

- Individuals utilize the Internet to share material, opinions, and information, and it has
quickly developed from a simple information sharing platform to a social networking
platform.
- Social networking is a worldwide phenomenon that has changed the way people
communicate with one another.
- It has an impact on almost all aspects of our lives, including education, communication,
employment, politics, healthcare, social connections, and personal productivity.
- Social networking sites are online communities where people may build public profiles,
engage with real-life friends, and meet new people with similar interests.
- According to anecdotal case study evidence, “addiction” to social networking sites on the
Internet could be a mental health issue for certain users.
- Social networking apps have grown in importance as significant services that give
Internet-based platforms for users to communicate socially. Computer-mediated social
interaction, education, business, finance, healthcare, politics, religion, and
crowdsourcing are all examples of common applications.

Social Interaction: Social networking sites facilitate

computer-mediated social interaction and make it
possible to connect people who share interests and
activities across political, economic, and geographic
borders. They provide a modern form of entertainment.
People use them to meet new friends, find old friends,
locate people with similar interests, and staying in touch
with old acquaintances. They also provide an online
environment for people to communicate and exchange
personal information for dating purposes. Some job
seekers use social networks in their job search
increasing their chances of receiving job offers and
finding gainful employment [3].
 Education: Social networks are impacting the way
students and educators engage in learning. They are
now used for learning, educator professional
development, and content sharing. Scientific
communities use social media to exchange knowledge.
Researchers and librarians use social networks
frequently to maintain professional relationships and
share ideas. Social media can become research and
learning networks. Social networking media such as
Facebook, Twitter, and Instagram are widely used at
many universities with each university having at least a
page on a site [4]. Privacy, real friendship, time-
consumption, and miscommunication are challenges
facing education through the social networking. On the
other hand, flexibility, repeatability, convenience, and
accessibility are the key benefits [5].
 Business: Social networking between businesses is
another great application. It can be an effective
promotional tool for businesses, entrepreneurs, actors,
musicians, or artists. Companies use social networking
sites in five major ways: to create brand awareness, as
an online reputation management tool, for recruiting, to
learn about new technologies and competitors, and to
intercept potential prospects [6]. Social networking sites
help businesses to advertise their products, recognize
consumer’s needs, and gather opinions on diverse
viewpoints. New opportunities for global finance are
created through the use of virtual currency in social
networks. Social networks allow consumers to share
their personal experience which help early adopters
make informed purchase decision and reduce the risk of
buying a new product.
 Healthcare: Social media enables different types of
social connectivity among different stakeholders such as
doctors, patients, and caregivers. Social networking is an
effective tool for teaching and learning for doctors and
nurses as SNS is used to provide new information from
research and assist in providing quality care to their
patients. Virtually all aspects of healthcare can be
inherently affected by these technologies. Examples of
health-related social networking sites include
healthchapter, Inspire, DailyStrength, ToolsToLife, Health
Care 2.0, LiveStrong, Everydayhealth, revolutionhealth,
MyCancerPlace, Planet Cancer, No Surrender, Prostate
Cancer Infolink, Psych Central, sobercircle, diabetic
connect, and DailyPlate [7].
 Politics: Social networking seems to be impacting
political life and political movements across the globe. It
has influenced voting and induced social changes,
unrest, uprisings and revolutions all over the world.
Social networking will make government to be more
accountable and enable citizens to exercise freedom of
speech [8]. It also helps to engage people in the
democratic process and to get the younger generations
involved in politics. For example, Barack Obama
successfully incorporated social media in his campaign
in 2008, engaging people, empowering volunteers, and
vastly increasing donors. Obama because the first US
president to fully understand the power of social media.
 Social Interaction: Social networking sites facilitate computer-mediated social
interaction and make it possible to connect people who share interests and activities
across political, economic, and geographic borders. They provide a modern form of
entertainment. People use them to meet new friends, find old friends, locate people with
similar interests, and staying in touch with old acquaintances. They also provide an online
environment for people to communicate and exchange personal information for dating
 purposes. Some job seekers use social networks in their job search increasing their
chances of receiving job offers and finding gainful employment.

 Education: Social networks are impacting the way students and educators engage in
learning. They are now used for learning, educator professional development, and content
sharing. Scientific communities use social media to exchange knowledge. Researchers
and librarians use social networks frequently to maintain professional relationships and
share ideas. Social media can become research and learning networks. Social
networking media such as Facebook, Twitter, and Instagram are widely used at many
universities with each university having at least a page on a site. Privacy, real friendship,
time-consumption, and miscommunication are challenges facing education through the
social networking. On the other hand, flexibility, repeatability, convenience, and accessibility
are the key benefits.

 Business: Social networking between businesses is another great application. It can be an

effective promotional tool for businesses, entrepreneurs, actors, musicians, or artists.
Companies use social networking sites in five major ways: to create brand awareness, as an
online reputation management tool, for recruiting, to learn about new technologies and
competitors, and to intercept potential prospects. Social networking sites help businesses to
advertise their products, recognize consumer’s needs, and gather opinions on diverse
viewpoints. New opportunities for global finance are created through the use of virtual
currency in social networks. Social networks allow consumers to share their personal
experience which help early adopters make informed purchase decision and reduce the risk
of buying a new product.

 Healthcare: Social media enables different types of social connectivity among different
stakeholders such as doctors, patients, and caregivers. Social networking is an effective tool
for teaching and learning for doctors and nurses as SNS is used to provide new information
from research and assist in providing quality care to their patients. Virtually all aspects of
healthcare can be inherently affected by these technologies.

 Politics: Social networking seems to be impacting political life and political movements
across the globe. It has influenced voting and induced social changes, unrest, uprisings and
revolutions all over the world. Social networking will make government to be more
accountable and enable citizens to exercise freedom of speech. It also helps to engage
 people in the democratic process and to get the younger generations involved in politics.
For example, Barack Obama successfully incorporated social media in his campaign in
2008, engaging people, empowering volunteers, and vastly increasing donors. Obama
because the first US president to fully understand the power of social media.

LESSON 5: Social Network Analysis

Social Network Analysis

- The aim of social network analysis is to understand a community by mapping the
relationships that connect them as a network, and then trying to draw out key individuals,
groups within the network (‘components’), and/or associations between the individuals.
- A network is simply a number of points (or ‘nodes’) that are connected by links.
- Generally in social network analysis, the nodes are people and the links are any social
connection between them – for example, friendship, marital/family ties, or financial
ties.

What can social networking analysis do for me?

- Social network analysis can provide information about the reach of gangs, the impact of
gangs, and gang activity.
- The approach may also allow you to identify those who may be at risk of gang-
association and/or being exploited by gangs.
- PRACTICALITY: The approach provides an objective, replicable representation of the
community which is described in the intelligence data. It does not need those
undertaking it to have knowledge of a gang or extensive analytical training.
- WIDER APPLICATIONS: It also provides a systematic understanding of local gang
issues and the relationship with those who may be seen as gang-associated. This has
potential applications for producing community impact statements and particular
interventions (e.g. gang injunctions).
- TARGETING RESPONSES: The process of mapping a gang may allow action to be
more closely tailored to specific individuals – for example, differentiating between ‘core’
gang members and peripheral members. This may increase the effectiveness of work to
tackle gangs and gang culture.
- MULTIPLE USES: The data collection process can be completed centrally and the
overall network analysis provided to local teams. The networks can then be examined /
manipulated to answer particular local questions as required. This may be more efficient
than producing different analytical products for each local issue.

APPROACH

Step 1: Define your focus

- Identify what you want to study (e.g. a specific gang)

- Consider the following:
o Who is in the gang?
 o Which individuals within the gang are most important?
o What time period do you want to look at?
o How large of an area do you want to cover?
Step 2: Decide what data

- Social network analysis can be applied to any data that shows relationships between
things (e.g. people, objects, events)
- For gangs, it's best to use data that includes both non-criminal and criminal links
- Police intelligence data can be useful, but you may need to decide what level of detail to
include.
Step 3: Collect data Resource

- Search through intelligence logs for names of individuals

- Code the information according to set categories
- Input the data into a spreadsheet to create the core dataset
- Make sure not to include individuals twice (e.g. due to slight differences in names)
Step 4: Analyze your findings

 Explore the network to investigate your questions

 There is no set way of doing the analysis - it depends on what you're trying to learn.
LESSON 6: Social Media and Political Communication

Social Media and Political Communication

- New media channels have emerged as a result of technological advancements, and
classic media logic has been supplemented by network and social media logic.
- social media is the new form of public and political communication.
- Companies or organizations are no longer the exclusive proprietors of consumer
relationships with their products or services; instead, the organizations' survival is
dependent on the effective use of social media.
- Anyone can now easily make and distribute their own material thanks to new web
technology.
- Advertisers don't have to pay publications large sums of money to incorporate their
messages because a tweet can be seen by millions of people for free. Consumers are
using social media in greater numbers than ever before, and every second a firm is not
participating is a missed opportunity.
- The Internet is playing a significant role in providing information to the public on political
events, engaging its users and encouraging them to get involved in offline political
activities. The Internet has become vital for political discussions and political
participation.
- Social media is one of the biggest sources of information for billions of its users;
however, it also has huge potential for disinformation to manipulate public opinion.
- . The Internet encourages its users toward politics and strengthens offline political
participation which shows the dual effect of Internet on information and participation
toward politics.
 - The role of new media in providing a venue for political involvement and changing their
political efficacy was highlighted by Bimber and Copeland (2011).
- According to Schulz's (2005) research, new media users are engaged in politics and
political dialogue. The Internet has increased consumers' interest in politics and boosted
their political efficacy, resulting in their online and offline political activities.
- The use of Internet and all other e-activities improves the knowledge of online users
about politics and spurs political engagement and participation.
- The internet has created channels of communication that play a key role in circulating
news, and social media has the power to change not just the message, but the dynamics
of political corruption, values, and the dynamics of conflict in politics.
- Through the use of social media in election processes, global conflict, and extreme
politics, diplomacy around the world has become less private and susceptive to the
public perception.

LESSON 7: Different types of Social Media

1. TWITTER
o www.twitter.com
o Short text updates, 140 characters
o Updates often delivered to mobile devices for immediate notification
o Estimated 1 billion users by 2013
o A searchable database of what’s happening now.
2. YOUTUBE
o www.youtube.com
o Founded in February 2005
o Google purchased in 2006 for 1.6 billion dollar
o World’s most popular online video community
o People watch and share originally-created videos.
o YouTube is the number 2 search engine in the world.
3. BLOGS
o www.blogger.com
o Online journal or diary with social collaborations

o The word blog is

derived from the word
 weblog. A blog is a
webpage where an
o individual or group
can share information
or ideas with a large
group of people via the
internet. It
o is not uncommon for
a person to start a blog
and then never update
it again. Some of the
most
o successful blogs are
updated on a regular
basis so the followers
 of the blog can know
when to
o expect new entries.
Blogs cover a wide
range of topics,
including political
issues of all kinds. A
o common feature to
blogs is a feedback
forum where, after
reading an entry,
people can interact
o with both the blog
author and others who
have commented.
 o The word blog is derived from the word weblog.
o A blog is a webpage where an individual or group can share information or ideas with a
large group of people via the internet.
o It is not uncommon for a person to start a blog and then never update it again.
o Some of the most successful blogs are updated on a regular basis so the followers of
the blog can know when to expect new entries.
o Blogs cover a wide range of topics, including political issues of all kinds.
o A common feature to blogs is a feedback forum where, after reading an entry, people
can interact with both the blog author and others who have commented.
4. PODCASTING
o Multimedia content (audio, video) syndicated over the internet via a Web fee
o For use on portable media players (iPod, Mp3 players)
o Not just an audio or video file, podcasts are syndicated or subscribed to
o Downloaded automatically when new content is added using an aggregator or reader
5. MASHUPS
o Combine content from multiple sources for an integrated experience
o Examples are: Microsoft virtual earth, Google Earth, Google Maps

o Email. Probably the

most common form of
social media used in
everyday life, email
o (short for electronic
mail) involves users
logging into an
 account in order to
send and receive
o messages to other
users.
o Email. Probably the
most common form of
social media used in
everyday life, email
o (short for electronic
mail) involves users
logging into an
account in order to
send and receive
o messages to other
users.
6. EMAIL
o Probably the most common form of social media used in everyday life, email (short
for electronic mail) involves users logging into an account in order to send and
receive messages to other users.

o Connection sites.
Online dating is
another form of social
media. Users
approach online
o dating sites—some
that require paid
membership and
others that are free of
charge—and create a
o profile that tells who
they are and what
they seek in a
 relationship. Some
may be skeptical
about
o how honest some are
about the information
displayed in an online
profile, but research
shows
o that people are
generally honest. The
stigma placed upon
online dating sites has
continued to
o diminish as more
people continue to use
 them in order to meet
dating partners.
7. CONNECTION SITES
o Online dating is another form of social media. Users approach online dating sites.
o Some that require paid membership and others that are free of charge and create a
profile that tells who they are and what they seek in a relationship.
o Some may be skeptical about how honest some are about the information displayed
in an online profile, but research shows that people are generally honest.
o The stigma placed upon online dating sites has continued to diminish as more
people continue to use them in order to meet dating partners.

o Games and
entertainment. Online
games and
entertainment often
carry a social
o dimension. Puzzle
games like Bejeweled
or Words with Friends
allow friends to
challenge each
o other for higher
scores, send gifts that
will allow for advanced
game play, or even
collaborate to
o beat a game
together. Other games
such as Farmville carry
social dimensions
where people can
o build a virtual farm,
town, or business and
fellow players can
patronize or lend a
helping hand to
 o each other.
8. GAMES AND ENTERTAINMENT
o Online games and entertainment often carry a social dimension.
o Puzzle games like Bejeweled or Words with Friends allow friends to challenge each
other for higher scores, send gifts that will allow for advanced game play, or even
collaborate to beat a game together.
o Other games such as Farmville carry social dimensions where people can build a
virtual farm, town, or business and fellow players can patronize or lend a helping
hand to each other.

o Apps. Short for

mobile applications,
apps are not
necessarily social
media oriented; but
o many times people
can connect through
apps via another form
of social media
(typically
 o Facebook) and many
times apps in and of
themselves have
some kind of social
dimension.
9. APPS
o Short for mobile applications, apps are not necessarily social media oriented; but
many times people can connect through apps via another form of social media
(typically Facebook) and many times apps in and of themselves have some kind of
social dimension.

Other types of social media

Facebook is the largest social media platform in the world, with a clear advantage over other
social media, though it has similar audiences to others like Twitter and Instagram. The figures
for the most popular social media websites as of January 2021 are as follows:
o Facebook (2.74 billion users)
o YouTube (2.29 billion users)
o WhatsApp (2 billion users)
o Facebook Messenger (1.3 billion users)
o Instagram (1.22 billion users)
o Whatsapp (1.21 billion users)
o TikTok (689 million users)
o QQ (617 million users)
o Douyin (600 million users)
o Sino Weibo (511 million users)

LESSON 8: An Approach to Social Media

1. Start Big: Define your company's goals and identify your target audience.
2. Get Specific: Create specific marketing goals that align with your company's goals.
3. Go Social: Research which social media platforms your target audience is using and
create a list of the most effective ones for your brand.
4. Analyze: Use analytics tools to track your performance, assess what's working, and
make adjustments.
 5. Build a Credible Reputation: Establish a strong brand identity and values before
posting on social media.
6. Attract Potential Clients: Research your current customers, identify their interests, and
find out where they're active online.
7. Drive Traffic to Your Blog or Website: Share relevant and informative content regularly
to attract visitors to your website.
8. Nurture Relationships: Build genuine relationships with others on social media by
sharing their content, providing feedback, and showing interest in their endeavors.

LESSON 9: Fake News and Scandals

 False information is news, stories or hoaxes created to deliberately misinform or deceive

readers.
 Scandals- a circumstance or action that offends propriety or established moral conceptions
or disgraces those associated with it (Merriam Webster, 2021).
 According to Martina Chapman (Media Literacy Expert), there are three elements to fake
news; ‘MISTRUST, MISINFORMATION AND MANIPULATION’.

Types of False Information

1. Clickbait

These are stories that are deliberately fabricated to gain more website visitors and
increase advertising revenue for websites. Clickbait stories use sensationalist headlines to
grab attention and drive click-through to the publisher website, normally at the expense of
truth or accuracy.

2. Propaganda

Stories that are created to deliberately mislead audiences, promote a biased point of view
or particular political cause or agenda.

3. Satire/Parody

Lots of websites and social media accounts publish fake news stories for entertainment
and parody. For example; The Onion, Waterford Whispers, The Daily Mash, etc.

4. Sloppy Journalism

Sometimes reporters or journalists may publish a story with unreliable information or

without checking all of the facts which can mislead audiences.

5. Misleading Headings
 Stories that are not completely false can be distorted using misleading or sensationalist
headlines. These types of news can spread quickly on social media sites where only headlines
and small snippets of the full article are displayed on audience newsfeeds.

6. Biased/Slanted News

Many people are drawn to news or stories that confirm their own beliefs or biases and fake
news can prey on these biases. Social media news feeds tend to display news and articles that
they think we will like based on our personalized searches.

How to spot False Information?

o Take a closer look

o Look beyond the headline
o Check other sources
o Check the facts
o Check your biases
o Ask yourself or check if it is a joke?

Misinformation

- classified as “false or misleading content including hoaxes, conspiracy theories,

fabricated reports, click-bait headlines, and even satire.”
- not deliberately intended to deceive. Instead, it aims to shape or change public opinion
on a given topic.

Disinformation

- can be spread using many of the same tactics as misinformation—hoaxes, click-bait,

fabricated reports.
- Disinformation is created to deceive.

LESSON 10: Cyber Communities

CYBER COMMUNITIES
- a virtual community that includes one or more groups of people. Virtual communities
allow people to interact with each other using different types of computer messages.
- it can be open to anyone or to a select group of people, but they often fulfill a need
people have to form friendships and romantic relationships or to talk with others about
certain issues or topics.

LESSON 11: Social Networking and Social Media Apps

SOCIAL NETWORKING
 - is defined as the creation of both personal and organizational relationships in an
interactive environment, with the aim of building a network.
- It is also the use of Internet-based social media sites to connect with family, friends,
colleagues, audiences, or customers. Social networking allows you to build relationships
with common interests or goals via sites, such as Facebook, Twitter, LinkedIn, and
Instagram, and others. Social networking has become an effective way for marketers
seeking to reach customers.

SOCIAL MEDIA
- known as the use of web-based technology as an interactive means that facilitates the
sharing and consuming of ideas, opinions, and information through the building of virtual
networks and communities.
- Content that users share on social media platforms includes personal information,
photos, videos, and documents.
- Users access social media via computers, tablets, mobile phones on web-based
software or web applications.

SOCIAL NETWORKING VS. SOCIAL MEDIA: WHAT ARE THE DIFFERENCES?

SIMILARITIES?
- both of them focus on online activities.
- both depend on viral marketing to become truly successful.