SOCIAL NETWORKING

THEORY
Social Networking 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.
SOCIAL NETWORKING
PRINCIPLES
 BALANCE EXCHANGE
An absence of
connection manifests Any exchange pressure
as latent friction on the may be negated if one’s
nodal relationships. overall network activity is
exponentially increased so
that interaction overflow
continues to strengthen
others in tie.
BETWEENNESS
Our ability to manage the
betweenness of the network
demonstrates how non-
relational network growth
accelerates social network
longevity in the face of
decay.
PREVENTIVE
BEHAVIOUR
Preventive behaviors are
concerned with avoidance of
social media.

It focuses on precautionary
elements of human behavior,
wherein it allows a person to
avoid certain issues within social
media.
 PREVENTIVE
BEHAVIOUR EXAMPLES
 ESCAPE BLOCKING
AVOIDANCE
A person may show Stops a person from
People want a relatively limited interest in interacting with another
discreet life which is free something towards social user’s information, pictures
of the disturbance or media but do not or media.
occupation of social themselves involve
media positively by ignoring.
FEAR
HIDING
The fear of a person
sharing their Not sharing
representation and personally sensitive
beliefs in social media information on social
media.

REMOVAL
PROTECTIONISM
A person is selective or conscious
in providing information or details A person perceives
in public or private that social media is
basically exposing
themselves in the
public
BRAGGADOCIAN
BEHAVIOUR
Another behavioral change in social
media. It has become a competition of
who's doing the coolest thing on social
networks.
 ALTRUISM
defined as the unselfish devotion to the welfare of
others. Altruistic people always consider the well-
being of others so that they try to help them in any
way they can.

HEDONISM
is the belief that pleasure is the main goal in people’s life. In other words,
people have found pleasure in different things depending on the lifestyles
of various ages and eras. It appears that since the beginning of the 21st
century social media experiences have been a source of pleasure for
hundreds of thousands of people all around the world

CONNECTIONISM
refers to the desire to stay in touch with others through social
networks. People want to constantly communicate with their
relatives, friends, colleagues, buddies, pals etc. anywhere and
anytime. Social media provides appropriate opportunities for
people to keep up-to-date all the time.
 HOMOPHILY
refers to the tendency of human beings to associate with others
similar to them. People are usually more comfortable with the
company of others who are similar in age, gender, social class,
status, interests etc. As common saying goes “Birds that
feathered together, flock together”. Such a common ground
generally makes people feel safe and help communication.

NARCISSISM
is about one’s excessive fascination with himself/herself. Narcissistic
people like themselves too much, in many instances on the expense of
others. They are heavily loaded with themselves so that they take
advantage of every opportunity for self-promotion. They feel extremely
good about their traits, qualifications, values, and behaviors etc. so that
they want other people know and respect their credentials.

MULTIPLE IDENTITIES
People have at least two identities as given-identity coming on
birth and made-identity created in social environments. Given
identity includes components such as ethnicity, religion, gender etc.
On the other hand, made- identity includes elements such as
education, status, occupation etc.

MEMETICS
The concept of memetics is related to the
replication of ideas, feelings, habits,
beliefs, and attitudes across individuals. It
is commonly known as “meme” and works
like copying one’s memory to another.
TRIBALISM
defined as a person’s strong feeling of
identity and loyalty toward a specific social
group or community. The individual assigns a
high value to being associated with that group
or community. Social media users participate
in certain networking groups and keep
constant communication with members of the
desired groups to strengthen their own
membership.
SOCIAL MEDIA
SOCIAL MEDIA
is a computer-based technology
that facilitates the sharing of
ideas, thoughts, and information
through the building of virtual
networks and communities. By
design, social media is Internet-
based and gives users quick
electronic communication of
content.
5 TYPES OF SOCIAL
MEDIA
SOCIAL NETWORKS

One of the most well-known

types of social media. These
networks allow users to connect
with people and brands online.
Many people call social networks
“relationship platforms” because
they allow people to connect
and build a relationship. You can
share information, photos,
videos, and more through these
sites.

Ex. Facebook and twitter

MEDIA SHARING

A visual type of social media

platform. Generally, media
sharing networks focus on
sharing photos and videos as
many people are visual learners.
Media sharing networks focus
solely on sharing visuals.

Ex. Instagram, Pinterest and

Youtube.
SOCIAL BLOGGING

Blogging networks allow you to

publish content for your
audience and help them
discover it. This type of social
media is a great way to build
engagement and get people
familiar with your business.

Ex. Tumblr
DISCUSSION NETWORKS

Another specific type of social

media platform. These social
platforms focus on discussing
news, information, and opinions.
People see content threads and
join them to see what people are
commenting or saying. These
networks are an excellent way for
you to do market research.

Ex. Reddit or Quora

REVIEW NETWORKS
Review networks are a prime
example of social websites that
impact your audience but
depend 100% on them. Review
networks allow people to find,
review, and share information
about brands and their products.
When you have good reviews,
these platforms can bring
positive social proof to your
business and its claims.

Ex. Shopee, Lazada , Amazon, Google

Business