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Using Stranger Small World Networks for E-Marketing in Academia
Abstract
In an institution of higher education, there are a number of projects that provide opportunities for online learning and collaboration. The success of a project often requires the participation of registered students, crowd-sourcing partners, Website visitors, and other types of virtual collaboration. To this end, many development teams use various forms of outreach to publicize the online degree, online credit course, short course, collaborative project, or call for project proposals (publication project). A common form of outreach involves the affordances of Social Web 2.0 connectivity: electronic marketing or e-marketing. The analysis of stranger small world networks enhances the efficacy of e-marketing endeavors by helping to identify individuals and social networks that may have a vested interest in a project; targeted outreach may enhance the low response rates from traditional “cold calls” and “break the ice” between people who may benefit from a bridge between each other’s social networks. Social network analysis may be applied to marketing to stranger social networks by helping a development team see which individuals and groups to target and what strategies to use—to expand the ties and capabilities of the development team and the university beyond known and familiar groups. This chapter includes some takeaway insights from the applied Social Network Analysis (SNA) and electronic SNA.
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