1.Different levels of consumer participation in social media use.

With the rise of the Internet, along with social networks like Facebook or Twitter form, the participation of consumers become more proactive. Consumers can now share their lives through social networks (Kosonen and Ellonen, 2012), with friends and family and even strangers experience in online opportunities.

First of all, we need to understand what a (brand) community is and how it is built. What makes it so special? A community is based on social relationships and forms around a shared admiration for a matter of mutual interest. In the case of a brand community the brand itself represents its centre. Members of such social networks develop a shared consciousness of kind, rituals and traditions, and a sense of moral responsibility for each other and the brand.
Once this first phase is completed, companies need to find a way to foster consumer participation and to motivate interaction in a virtual brand community. The aim of this step is not to create value for the company, but to fulfil consumers’ needs. There are different ways to achieve this: By encouraging consumers to create their own quality content, by creating a positive attitude towards the brand community, and finally by connecting and encouraging interaction amongst its members .
Companies can make use of this consumer creativity by involving them in their branding and product development process. They can try to give them an incentive to produce brand related content for their own benefits. In the last few years, many companies have tried to increase consumer participation in brand-related social networks by motivating consumer interaction.

As a final step, consumers need to be motivated to fulfil not only their own needs, but also to add value to the brand. By providing information that outsiders do not get access to or by providing first-hand information before anyone else, companies put an emphasis on the importance of their brand community. At the same time, they foster the sense of belonging and a feeling of being special in its members. In addition, companies need to bind their members and encourage participation in value creation.

Using the Groundswell categories, what type of social media users are you? Give your reasons and some examples.

I am a Joiner and Spectator. Because I often use facebook account carried mobile games. And I prefer to use facebook to share with the people understand the event, but will not take the initiative to write the blog.



Digital identity is represented by a computer system with an external proxy information. The agent may be a person, organization, or device. In the digital identity information is used by the computer to make a decision on how to interact with external agents about. It allows a computer to answer two basic questions:

Digital identity information contained in these problems and to be without the involvement of a human operator to answer. Digital identity allows our computer and they provide service to be automated access, and has the potential to mediate the relationship between computers.

The so-called “digital identity” is used to refer to citizenship and personal identity is due to the widespread use of identity information to indicate the problem of people in the computer systems.

Digital identity is now commonly used in the required personnel data for storage in a computer system linked to their citizens, or national, identity approach. In addition, the use of a digital ID is now very common, much discussion, please refer to the “digital identity” as a collection of information throughout a person’s online activities. Especially in these information it is public and can be used by other people to discover this person’s civil status. In this broader sense, the digital identity is a version, or face, a person’s social identity. This can also be referred to as online identity.

Legal and social effects of digital identity is complex and challenging. However, they are merely a consequence of the increasing use of computers, and the need to provide the computer with information for identifying an external agent.


Question: If social media is a continuum what are its characteristics?

Social media is best understood as a group of new kinds of online media, which share most or all of the following characteristics:


Social media encourages contributions and feedback from everyone who is interested. It blurs the line between media and audience.


Most social media services are open to feedback and participation. They encourage voting, comments and the sharing of information. There are rarely any barriers to accessing and making use of content – password-protected content is frowned on.


Whereas traditional media is about“broadcast”(content transmitted or distributed to an audience) social media is better seen as a two-way conversation.


Social media allows communities to form quickly and communicate effectively. Communities share common interests, such as a love of photography, a political issue or a favourite TV show.


Most kinds of social media thrive on their connectedness, making use of links to other sites, resources and people.

What is and what is not social media, and how does it relate to other terms like web 2.0, eMarketing, or word of mouth marketing? 

Social media, on the other hand, is a two-way street that gives you the ability to communication.
In Web 2.0, Social media is a website. at the same time, which is a two-way street that gives you the ability to communication. Which can be use to vote an article or share a funny movie trailer.

 What are some of the examples of social media used for marketing and how does their use differ?

Friendster: A way to stay connected with everything that’s important to you — hobbies, interests, causes, business, etc. Strengths: A simple web-interface makes this easy-to-use. Weaknesses: Not as widely adopted as some other platform-runs. Might have peaked.

hi5: This is a social networking platform that skews a little younger than LinkedIn. Members can play games, watch videos, flirt, give gifts or just hang out. Strengths: It’s a great alternative to MySpace and/or Facebook for the younger crowd. Weaknesses: It may not be the best social networking platform for business.

LinkedIn: This is the Grand Pooh Bah of them all. They’ve been around since 2003, which, in social media terms is also known as “since the beginning of time.” Strengths: Everybody’s on LinkedIn. Weaknesses: Most people have trouble knowing what to do with LinkedIn after they upload their business information.

Meerkat: This live streaming social media platform is perfect for people who want to share videos of the special moments in their lives. Perfect for business, social networking, or for close friends, this mobile-only social network is growing quickly and rapidly. (Check out our Meerkat vs. Periscope comparison by clicking here.)

Question: Read Chialdini (Chapter 7 Scarcity) and share your opinion on parental control for Social Media. Is it a good idea? Will it work?

As the network information is uneven, there is a lot of information that contains violence, pornography and the like. The impact on children is enormous, so Cialdini is very necessary. Even harmful information were blocked, some criminals will harm their children in the online world by inadvertently leaked the information.

Question: How can reactance theory be used to advantage by marketers? Can you think of a few real life examples?

When the freedom of consumers threatened they felt unwell, so they may not be expected to behave in a defensive way for marketing. Therefore, marketers should be aware of this, and not a threat to freedom that they are trying to attract consumers.