8. CONCEPTUAL INFORMATION
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•
ENERGIZING
SUPPORTING
EMBRACING
Li, C., & Bernoff, J. Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies. Boston, Massachusetts, United
of America: Harvard Business Review Press.
9. CONCEPTUAL INFORMATION
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•
“… TWO FUNDAMENTAL ASPECTS OF SOCIAL NETWORKS, WHETHER THEY ARE AS SIMPLE AS A BUCKET
BRIGADE OR AS COMPLEX AS A LARGE MULTIGENERATIONAL FAMILY, A COLLEGE DORMITORY, AN ENTIRE
COMMUNITY, OR THE WORLDWIDE NETWORK THAT LINKS US ALL. FIRST, THERE IS CONNECTION, WHICH
HAS TO DO WITH WHO IS CONNECTED TO WHOM.
SECOND, THERE IS CONTAGION, WHICH PERTAINS TO WHAT, IF ANYTHING, FLOWS ACROSS THE TIES. IT
COULD BE BUCKETS OF WATER, OF COURSE, BUT IT ALSO COULD BE GERMS, MONEY, VIOLENCE,
FASHIONS, KIDNEYS, HAPPINESS, OR OBESITY. EACH OF THESE FLOWS MIGHT BEHAVE ACCORDING TO
ITS OWN RULES..”