Marketing is entirely about people, so a marketer must know people very well, be somewhat knowledgeable in psychology and sociology, and use what they learn from these sciences to create marketing strategies. In this chapter, we will delve into 10 principles of social networks created from what we have learned in the field of sociology. You will learn how social networks function, who transfers information with whom, and how people behave during this process. When creating a word-of-mouth marketing strategy for your company, it is essential to design it according to these 10 social network principles. Let’s take a look at what these principles are:

Social Networks are Invisible:

We usually know only our family, neighbors, and friends.

Perhaps the friends of our friends, but our social horizon ends here. There are only possible 4,950 connections among members of a small network of 100 people. In a network of 1,000, there could be half a million connections. As if this complexity is not enough, networks are constantly changing.

This is a problem for those of us who want to do word-of-mouth marketing. If we can’t see the networks, we can’t know who is buzzing with whom. Social media helps a bit, but even there, we are not genuinely connected with everyone we are friends with. Additionally, many people hide their accounts. People don’t want companies to know too much about them. They rightly demand privacy.

So, it’s best not to invade their privacy.

People Connect with Those Like Themselves:

Look at your life, your friends, your acquaintances; they are probably people similar to you.

Probably you live in the same place, work in the same job, belong to the same ethnic group, have the same tastes, and have a similar income level. People are connected with those who resemble them because people trust those who resemble them.

The most crucial similarity point is race, don’t forget that.

Similar People Cluster:

The interaction of similar people leads to clustering.

According to social network research in a prison, they found that inmate networks always clustered around race, geographic origin, and the type of crime committed. Researchers discovered three men who did not have a common point but created a tight network. Researchers and prison staff were considering this when the inmates escaped.

Common goals can bring people together

Buzz Spreads from Common Points:

We all have our interests, and those we are connected to share those interests.

Consider someone named John who is interested in computer games. When a gaming company introduces a brand-new game, and John hears about it, whom do you think he shares this news with? His family? Co-workers? Of course not. John shares this news with his friends who, like him, enjoy playing computer games. If you are the marketer of this game company, this is good for you. Because he shares your game not with people who will not be interested but only with those who are interested. The disadvantage is that it doesn’t create new game enthusiasts. The news only spreads among those who are already interested.

In other words, the personalized advertising that has become widespread recently automatically does word-of-mouth marketing.

Information Gets Trapped in Clusters:

Clustering is one of the biggest enemies of word-of-mouth marketing.

Think of a friend group where one person brings news and shares it with the group. So, who will others who have received this information share it with? Everyone in the group already knows about it. However, if one of them has a second friend group, then the information continues to spread. But keep in mind that few people belong to multiple groups.

It’s challenging for information to exit clusters once it enters.

Network Hubs and Connectors Create Shortcuts:

The only way for information to leak from a cluster is these two types of people.

I explained what network hubs are and who they are in a previous article; connectors are very similar to these people. Since network hubs have many acquaintances, it is likely that they have acquaintances in more than one group. Connectors, especially because they are in multiple clusters, are crucial in the transfer of information between clusters.

Therefore, connectors are the favorite people of word-of-mouth marketers.

We Talk to People Around Us:

The Internet transcends geographical boundaries, but that doesn’t mean geography is unimportant.

Look at yourself again; most of your friends are probably people you physically meet. Probably you live near each other. Although the internet has made remote communication much more accessible, it cannot replace physical contact. Because when you meet someone face-to-face, you communicate using all your senses, which is not possible on the internet. There is at most video and sound, and it is not as real as in real life. Be careful, geography still hasn’t lost its importance.

Weak Ties Are Surprisingly Strong:

Strong tie: a term used to describe the people we communicate with the most, such as our friends, family, and neighbors.

Weak tie: a term we use to describe people we know but don’t communicate with very often.

Mark Granovetter, a Harvard graduate student, was interested in how people found jobs. It was a well-known fact that most people obtained information about job positions from sources other than advertisements. What Mark was curious about was how much help strong ties were in finding jobs. So, Mark asked interviewees to define the person who most recently directed them to their job. Surprisingly, it wasn’t someone from their strong ties. They referred to them as acquaintances rather than friends.

The reason is that information in our strong ties is generally already known to us.

The Internet Nurtures Weak Ties:

It’s easy to maintain weak ties on the Internet, or at least easier than the phone.

Calling someone on the phone is a bit invasive. Using one of the internet applications to stay in touch without the obligation to write a direct message makes communication more accessible. Especially with the sharing of social media, you can know where your acquaintances have been and what they have done without even talking to them. Thus, you have something to talk about, and you can start a conversation by saying, “You went to Italy last week.”

Networks Go Beyond Categories:

Marketers tend to look at categories, segments, and markets.

However, you can produce a disinfectant for use in hospitals. Doctors and nurses who love this product can start using it at home and recommend it to their neighbors. Creating a product that can be used in multiple markets is more advantageous for creating buzz.

People belong to multiple markets and are connected with people from other markets.

Summary:

1. Social Networks are Invisible.

2. People Connect with Those Like Themselves.

3. Similar People Cluster.

4. Buzz Spreads from Common Points.

5. Information Gets Trapped in Clusters.

6. Network Hubs and Connectors Create Shortcuts.

7. We Talk to People Around Us.

8. Weak Ties Are Surprisingly Strong.

9. The Internet Nurtures Weak Ties.

10. Networks Go Beyond Categories.

Note down these 10 social network principles Because it’s not possible to keep all of these in mind, check if you comply with these principles when implementing a marketing campaign or establishing a company.