The Power of Social Capital

In the era we are in now where social media and the internet dominate the ways in which humans communicate, social capital is very powerful. Although it is not as lucrative or exclusive as it once was, having any amount of social capital can be beneficial. Social capital is the amount of human resource and the depth of networks and relationships among people who have a common connection or interest. Possessing social capital might mean having a large number of followers on a social media site, having a lot of connections through business agreements, or being on a team or in a group. The size of your social capital is about who you know, who knows you, and who you are able to reach.

An influencer of social media, a videography group called YesTheory, has grown a substantial amount of social capital, racking up over 7 million YouTube subscribers. In almost all of their video episodes, YesTheory flexes the power, importance, and opportunity that comes with having social capital. In fact, they encourage their subscribers to step out of their comfort zones and increase their social capital through one of a kind experiences. They were able to accumulate their social capital by making engaging and unique video content that includes their subscribers and the spontaneity of random bystanders. The reciprocity that YesTheory provides their subscribers who engage with their content and ideas are the positive ideas and messages that they give out in each of their videos. Additionally, the chance to be randomly chosen to take part in one of their experiences also adds value to being engaged with YesTheory. Overall, YesTheory has gained and uses their social capital by spreading positive messages through their professional and engaging content on Youtube.

Caden Hendrickson, Juniata College ’23, IMA + Marketing