Mobile social network management. Retailers create, facilitate,
or manage their own social networks with their customers.
They use these user networks to “listen-in” as well as to influence
customers. They could use the social network theory to target key
customers for persuasive communication. The social network
theory posits that the location and strength of the relationships
among actors in a social network more strongly influence the
action and behavior of actors than do individual traits (Barnes
1972). In the context of mobile marketing, a deep understanding
of the nodes, the inter-relationships within the network of mobile
device users, and network segmentation can help retailers develop
a better targeting strategy. This theory suggests that by
understanding the online and offline social structures of actors
in relevant networks, retailers can formulate suitable promotional
strategies for their customers. One such strategy is the use of
substantial mobile promotional offers directed at actors with
sizeable social capital as these actors tend to serve as the nodes in
their networks. For example, Ford and its dealers have invited 40
influential bloggers to test drive three Ford models — Ford Flex,
Ford Fusion, and Lincoln MKS — during Spring 2010 and to
share their experiences on their blogspots and at TheFordStory.
com (Communications World 2010).