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The User Experience of Social Media

Jen Romano Bergstrom
November 2012
Guest lecture at Howard University
What is Usability?
“the extent to which
a product can be
used by specified
users to achieve
specified goals with
effective...
Usability vs. User Experience (UX)?
Whitney’s 5 Es of Usability

3

Peter’s User Experience
Honeycomb

The 5 Es to Underst...
What People do on the Web

4

Krug, S. Don’t Make Me Think
Mental models and repeating behaviors

x	
  

5
Mental models and repeating behaviors

6
Measuring the UX
“the extent to which a
product can be used by
specified users to
achieve specified goals
with effectivene...
What to measure
EXPLICIT

OBSERVATIONAL

+	
  Post-task satisfaction
questionnaires
+	
  In-session difficulty ratings
+	
...
Social Media
“Internet communications where more than one user can
publish/post information within a community of users”
•...
UX of Social Media
“the extent to which a
product can be used by
specified users to
achieve specified goals
with effective...
Social Media
•  By 2012, Facebook had 1 billion members worldwide, and
social media sites were making a big impact sociall...
Social Media
•  Peer to peer marketing
–  Social buttons to users can share
•  Saturate social media to avoid negative com...
Social Media Framework I
•  Problems: Other frameworks were based on the intent of
the site, not on the end user’s perspec...
Social Media Framework II
The following SM sites or SM clusters were evaluated:
•  Blogs
•  Discussion Boards/Forums
•  Fa...
Social Media Framework: Users’ expectations

15
The UX of Facebook
•  How can businesses engage users on Facebook?

16
The UX of Facebook: Coca Cola

17
The UX of Facebook

18
The UX of Facebook

19
The UX of Facebook

20
The UX of Facebook

21
Ads on Facebook: users’ mental model

22
Ads on Facebook: users’ mental model

23
The UX of Twitter
•  Analytics data
•  Links in tweets get more clicks when in the middle or
beginning of tweets
•  Ask pe...
Twitter UX: Tweet length

http://danzarrella.com/new-data-tweets-between-100-and-115-characters-are-more-likely-to-be-retw...
Better UX means…
•  Higher user satisfaction
–  Repeat visits
–  Recommendations to others
–  Increased engagement
•  User...
Harnessing the UX of Social Media
•  Cross post
–  Write a blog post
–  Tweet about it (and link)
–  Post to Facebook (and...
Thank you!

Jennifer Romano Bergstrom
@romanocog
jbergstrom@forsmarshgroup.com
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The UX of Social Media

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This talk briefly covers usability and the user experience and then discusses posting to social media in a way that is consistent with how people use it.

Published in: Social Media, Technology, Business

Transcript of "The UX of Social Media"

  1. 1. The User Experience of Social Media Jen Romano Bergstrom November 2012 Guest lecture at Howard University
  2. 2. What is Usability? “the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use.” ISO 9241-11 2
  3. 3. Usability vs. User Experience (UX)? Whitney’s 5 Es of Usability 3 Peter’s User Experience Honeycomb The 5 Es to Understanding Users (W. Quesenbery): http://www.wqusability.com/articles/getting-started.html User Experience Design (P. Morville): http://semanticstudios.com/publications/semantics/000029.php
  4. 4. What People do on the Web 4 Krug, S. Don’t Make Me Think
  5. 5. Mental models and repeating behaviors x   5
  6. 6. Mental models and repeating behaviors 6
  7. 7. Measuring the UX “the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use.” ISO 9241-11 + emotions 7 •  How does it work for the end user? •  What does the user expect? •  How does it make the user feel?
  8. 8. What to measure EXPLICIT OBSERVATIONAL +  Post-task satisfaction questionnaires +  In-session difficulty ratings +  Verbal responses +  Moderator follow up +  Real-time +/- dial +  Ethnography +  Time to complete task +  Reaction time +  Selection/click behavior +  Ability to complete tasks +  Accuracy IMPLICIT +  Facial expression analysis +  Eye tracking +  Electrodermal activity (EDA) +  Behavioral analysis +  Linguistic analysis of verbalizations +  Implicit associations +  Pupil dilation 8
  9. 9. Social Media “Internet communications where more than one user can publish/post information within a community of users” •  Allows for many different organization and/or user goals to exist •  Does not assume specific goals, such as building relationships or demonstrating authenticity •  The first portion of the definition, “Internet communications where more than one user,” focuses on the concept of interaction, which can vary in intensity from consumer to creator to exchanger. •  The second portion, “publish/post information within a community of users,” implies that there is a public or semi-public (depending on security settings) aspect of social media. 9
  10. 10. UX of Social Media “the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use.” ISO 9241-11 + emotions 10 •  What do users come to social media for? •  How is this different from traditional websites? •  How does it work for the end user? •  What does the user expect? •  How does it make the user feel?
  11. 11. Social Media •  By 2012, Facebook had 1 billion members worldwide, and social media sites were making a big impact socially, politically and economically across the world. •  High levels of emotional engagement •  User behavior is different from websites •  Design constraints Burridge, L. (forthcoming). The User Experience of Social Media. In Romano Bergstrom, J. & Schall, A. (Eds). Eye Tracking in User Experience Design. 11
  12. 12. Social Media •  Peer to peer marketing –  Social buttons to users can share •  Saturate social media to avoid negative comments overtaking presence –  Respond quickly •  Post emotional things –  Make people laugh, cry, etc. •  Goal is not to make sales –  Build brand awareness –  Capture attention –  Publish interesting content 12
  13. 13. Social Media Framework I •  Problems: Other frameworks were based on the intent of the site, not on the end user’s perspective •  Methods: Focus groups, background research, survey (1,686) to youth from prior survey How often do you use [SM site] to _____ ? •  •  5-point Likert-type scale: None (i.e., I only •  read anonymously) to A Great Deal (i.e., I •  share most information about myself). •  •  Find out more about something or •  someone •  Find places to eat or services to use •  •  Get better at doing something •  Have fun •  Laugh Post about fun things you are doing See/hear something entertaining Give updates about major events in your life Give updates throughout the day Share ideas/information with peers to advance a topic Teach others about something you have learned Work together toward a shared goal. Luchman, J., Romano Bergstrom, J. & Krulikowski, C. (under review). A Motives Framework of Social Media Website Use: A Survey of Young Americans. 13
  14. 14. Social Media Framework II The following SM sites or SM clusters were evaluated: •  Blogs •  Discussion Boards/Forums •  Facebook •  Second Life •  Flickr •  Tumblr •  Foursquare •  Twitter •  Google Places •  Wikipedia •  Google+ •  Massively Multiplayer Online Role •  Instagram Playing Games (MMORPGs; e.g., •  LinkedIn World of Warcraft, RuneScape, •  Myspace etc.) •  Pinterest •  Social Rater Sites (e.g., Yelp, Rate •  Social News Sites (e.g., Reddit, Digg, etc.) My Professors, etc.) •  Second Life •  YouTube Luchman, J., Romano Bergstrom, J. & Krulikowski, C. (under review). A Motives Framework of Social Media Website Use: A Survey of Young Americans. 14
  15. 15. Social Media Framework: Users’ expectations 15
  16. 16. The UX of Facebook •  How can businesses engage users on Facebook? 16
  17. 17. The UX of Facebook: Coca Cola 17
  18. 18. The UX of Facebook 18
  19. 19. The UX of Facebook 19
  20. 20. The UX of Facebook 20
  21. 21. The UX of Facebook 21
  22. 22. Ads on Facebook: users’ mental model 22
  23. 23. Ads on Facebook: users’ mental model 23
  24. 24. The UX of Twitter •  Analytics data •  Links in tweets get more clicks when in the middle or beginning of tweets •  Ask people to do things –  “Please ReTweet” > “Please RT” > none –  Leave room for people to RT •  Respond to negative tweets •  Other social media now have Twitter-like functionality http://www.marketingprofs.com/charts/2013/11885/do-tweets-with-hashtags-quotes-and-images-get-more-retweets 24
  25. 25. Twitter UX: Tweet length http://danzarrella.com/new-data-tweets-between-100-and-115-characters-are-more-likely-to-be-retweeted.html? utm_source=hs_email&utm_medium=email&utm_campaign=blogemails&utm_content=10607388&_hsmi=10607388&_hsenc=p2ANqtz-_fXBW8t0TlwBcrKYxFUja-DugZA1eS3BFjZr3MP86BaOYytWQO3c1VEZnEJEbrqW2e8d9ByrcAP4ds9pO-eWbNXDw4g# 25
  26. 26. Better UX means… •  Higher user satisfaction –  Repeat visits –  Recommendations to others –  Increased engagement •  User-centered design –  From the end users’ perspective 26
  27. 27. Harnessing the UX of Social Media •  Cross post –  Write a blog post –  Tweet about it (and link) –  Post to Facebook (and link) –  Read the press release and post to YouTube •  Peer to peer: Users will do the same 27
  28. 28. Thank you! Jennifer Romano Bergstrom @romanocog jbergstrom@forsmarshgroup.com
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