Presentation for a research paper in my Public Opinion in New Media course, as part of the curriculum in the M.A. Interactive Media program at Elon University.

1. &
SOCIAL MEDIA INFLUENCE
the 2013 Boston Red Sox
Daron Vaught

2. BACKGROUND
Cialdini's 6 Principles
2013 Red Sox
World Series Champions

3. MOTIVES
Origins of fanhood
Do social media "create" fans?
"Virtual sports bar"

4. LIKING
GetBeard
After World Series
David Ortiz White House Selfie
#

5. COMMITMENT&CONSISTENCY
World Series drought (1918 to 2004)Judson & Mills study: "Persons who go through a great deal of trouble or
pain to attain something tend to value it more highly than persons who
attain the same thing with minimum effort" (Cialdini)
Boston Marathon tragedy
BostonStrong#

6. AUTHORITY
Coalitional psychology
Uniforms, level of skill
and/or expertise
"Team sports exhibit characteristics that activate mechanisms which
evolved to facilitate the development of coalitions in the context of
small-scale warfare"(Deaner & Winegard, 2010).

7. CONCLUSION
Principles of influence always at work
Difficult to define "fan"
Also difficult to pinpoint Twitter or
Facebook impressions as cause for new fans