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ENGAGE!: The Complete Guide for BRANDS and BUSINESSES to Build, Cultivate, and Measure Success in the New Web by Brian Solis

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Chapter 10

The New Media University 701

Social Media Optimization, SEO, and Content Distribution

In the 701 series of the New Media University program, we undergo initiations that introduce us to the technology undercurrent as well as the philosophies and social sciences that govern and enrich human behavior on the Social Web.

SOCIAL OBJECTS

The topic of social objects will force us to think about social media as the connection of abstract objects that trigger related dialogues and activities.

In social media, these objects are personified by the pictures in Flickr, the videos on YouTube, the events in Upcoming, the profiles in Facebook, links shared in Digg, the places in FourSquare, the documents in Scribd, a destination or service in Yelp, a Tweet, a thought shared in the comment of a blog post, and so on.

Essentially, social objects in social networks take the form of content or media and can induce responses in each network.

Subscribing to the school of thought that aligns effective social media strategies with anthropology and sociology, social objects therefore represent the epicenter for distributed micronetworks that are formed within larger, established social networks, yet connected by interests. Social objects become the hubs for specialized discourse at the point of introduction.

Introducing social theory into the mix of social media allows us to understand the behaviors that regulate and affect the culture and influence of objects within respective groups of individuals ...

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