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The Media Zones Where People Live And How To Connect With Them
This document summarizes research from the Pew Research Internet Project on how Americans interact with political content on social media. It finds that social networks tend to function as "echo chambers" where people are mainly exposed to opinions they agree with. Many social media users have "trimmed" their networks by unfriending or blocking people with opposing political views. However, the majority of social media users report having a mix of views among their friends and usually ignore political posts they disagree with. The document provides advice on how to effectively engage different types of audiences on social media.
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The Media Zones Where People Live And How To Connect With Them
- 1. The Media Zones Where People Live And How to Connect With Them Lee Rainie Director, Pew Research Internet Project July 31, 2014 Knight Digital Media Portland
- 3. PolarizaHon is the dominant story of poliHcal and media life in this era
- 4. Democrats and Republicanshave been growing apart in their beliefs and attitudes
- 6. And also growingapart in their personal opinions and preferences
- 7. People want tolive with others who share their political views
- 8. And even seethe other side as a threat to the very future of America as we know it
- 11. Two tales of media/social media and poliHcs Echo chamber Empty chamber
- 12.
- 13. www.pewinternet.org Echo chamber in TwiOer ConservaHves: Dominated by references to conservaHve hashtags such as #tcot and #tlot … and by commentators such as @DailyCaller, @TheTeaParty_net Liberals: Dominated by references to liberal hashtags such as #ows and #P2, … and by commentators such as @NHLABOR_NEWS and @PoliHcs_PR
- 16.
- 17. 2012 elecHon – PoliHcal content posted by social networking site users 2 6 4 13 15 37 29 31 50 11 What user posts What users' friends post All / almost all Most Some Just a little None at all 79% 42%
- 18. How much agreement/disagreement on poliHcs on social networking sites 8 7 19 13 62 69 10 10 Agree Disagree Always / almost always Most of the time Only sometimes Never
- 19. What do they do when disagreement occurs? • 71% usually ignore the material • 23% say they usually respond • 4% say it depends on the circumstances
- 20. 22% of social networking site users have blocked/ unfriended someone because of their poliCcal posts • 13% of SNS users have blocked, unfriended, or hidden someone on the site because that person posted poliHcal material too frequently. • 13% of SNS users have blocked, unfriended, or hidden someone on the site because that person posted something the user disagreed with or found offensive. • 10% of SNS users have blocked, unfriended, or hidden someone on the site because that person argued about poliHcal issues on the site with the user or another person the user knows. • 7% of SNS users have blocked, unfriended, or hidden someone on the site because that person posted something related to poliHcs or poliHcal issues that offended the user’s friends or followers. • 6% of SNS users have blocked, unfriended, or hidden someone on the site because that person disagreed with something the user posted about poliHcs.
- 21. • 57% of SNS users have clicked the “like” buOon in response to poliHcal material posted by someone else. • 40% have posted a posiHve comment in response to poliHcal material shared by someone else. • 15% have friended someone because they share the user’s poliHcal views.
- 22. The state of play in social networks: Echo and empty chambers • 4% of SNS users (2% of adults) are at least somewhat orienHng their networks like echo chambers: Added and trimmed networks AND their networks deliver at least some material that matches their POV 28% of SNS users (14% of adults) have either added or trimmed their network because of political content 22% of SNS users (12% of adults) live in networks where they hear at least some/most political material they agree with 44% of SNS users (24% of adults) have very light exchanges over politics 22% of SNS users (12% of adults) are a “captive audience” whose network delivers political material but they don’t 9% of SNS users (5% of adults) have no politics going on in their networks 50% have no connection to the SNS world of politics
- 23. “How do we funcHon in this environment?”
- 24. They like youand/or your cause (or possibly hate you and think you’re destroying America) They are probably already talking about you (and if they aren’t already, they’d probably like to) Social media offers a way to find, identify, and reach your “super fans” They want to be part of the team, help co-create the world with you, and convert their friends—if you let them #1: Are you trying to activate the “poles”?
- 25. Don’t engage consistentlywith politics They probably don’t really know or care very much about your particular issue Their tolerance threshold is probably fairly low… But they can be encouraged to learn/act/change! Sometimes that happens because of big events that grab their attention—but many times it’s at the behest of someone from the previous group #2: Or are you trying to rouse the middle?
- 26. People use digitalplatforms for two reasons: 1) Their friends are there 2) The content they like is there When planning an outreach strategy, consider: 1) Where does my audience “live”? 2) Is my content relevant for this platform? #3: Think about your audience/community
- 27. Three technology revoluHons have reshaped personal and civic life and a fourth is underway
- 28.
- 29. First: Broadband 3% 70% 0% 20% 40% 60% 80% 100% June 2000 April 2001 March 2002 March 2003 April 2004 March 2005 March 2006 March 2007 April 2008 April 2009 May 2010 Aug 2011 April 2012 May 2013 Dial-‐up Broadband hOp://bit.ly/N8OznH
- 30. Second: Mobile connecHvity – Cell phones hOp://bit.ly/1dE8jFV
- 31. Second: Mobile connecHvity -‐ Smartphones hOp://bit.ly/1dE8jFV
- 32. Second: Mobile connecHvity – Tablets hOp://bit.ly/OiOIFM 32% 42% 50% 0% 20% 40% 60% 80% 2010 2011 2012 2013 Tablet owners E-‐reader owners Have either one
- 33. Third: Social networking/media 61% of all adults % of internet users 9% 89% 7% 78% 6% 60% 1% 43% 0% 20% 40% 60% 80% 100% 2005 2006 2007 2008 2009 2010 2011 2012 2013 18-‐29 30-‐49 50-‐64 65+
- 34. The Landscape ofSocial Media Users (among adults) % of internet users who…. The service is especially appealing to Use Any Social Networking Site 73% Adults ages 18-‐29, women Use Facebook 71% Women, adults ages 18-‐29 Use Google+ 31% Higher educated LinkedIn 22% Adults ages 30-‐64, higher income, higher educated Use Pinterest 21% Women, adults under 50, whites, those with some college educaHon Use TwiOer 18% Adults ages 18-‐29, African-‐Americans, urban residents Use Instagram 17% Adults ages 18-‐29, African-‐Americans, LaHnos, women, urban residents Use Tumblr 6% Adults ages 18-‐29
- 35. Source: Cisco Internet of Things
- 36.
- 37.
- 38.
- 39.
- 40.
- 41. InformaHon is a ‘third skin’
- 42. People have a new aOenHon layer – ‘conHnuous, parHal’
- 43. People have a firh lobe
- 44. People parHcipate in the ‘firh estate’
- 45. Your goal: Move people from one level of engagement to the next highest one hOp://www.idealware.org/arHcles/engagement-‐pyramid-‐six-‐levels-‐connecHng-‐people-‐and-‐social-‐change
- 46.
- 47.
- 48. How it works • MoCve – learning, mastery, producHvity • Content – acHonable info, how-‐to sensibility, links and other resources • Demographics – Hlts GenX, men, knowledge workers • Device – desktop / laptop • Engagement – full aOenHon – verHcal reading • InfluenCals – trusted brands and known experts (professional and amateur) • ~ Mindshare – quarter to a third of media Hme
- 49. ImplicaHon for media and acHvists • Engagement strategy – Search opHmized / findable – AcHng as informaHon Sherpas – Problem solving mindset – Easy cut and paste – FAQs – How-‐to videos – Feedback friendly
- 50.
- 51. How it works • MoCve – real-‐Hme awareness • Content – headlines, new informaHon, first impressions maOer most • Demographics – under 30, Hlts women • Device – smartphone, tablet • Engagement – glancing OR galvanized • InfluenCals – brands • ~ Mindshare – < 5% of media Hme
- 52. ImplicaHon for media and acHvists • Engagement strategy – News, especially scoops – Deals – LocaHon enabled – Insights from analyHcs
- 53.
- 54. How it works • MoCve – killing Hme, beaHng boredom • Content – gamified, bite-‐size headlines, link-‐ dense • Demographics – Everyone gets something different • Device – smartphone • Engagement – distracted, quick-‐twitch • InfluenCals – brands, quality of social network • ~ Mindshare – 5%-‐10% of media Hme
- 55. ImplicaHon for media and acHvists • Engagement strategy – Apps – Immediate connecHon – Predictable and compelling home screen – Grabby copy / acHvity – Clear and consistent Return on My AOenHon
- 56.
- 57. How it works • MoCve – catching up / checking in / curiosity • Content – news (broad definiHon), social updates • Demographics – Hlts under 35 / female • Device – any / all • Engagement – conHnuous parHal aOenHon / horizontal scans / sharing • InfluenCals – editors, social networks • ~ Mindshare – quarter to a third of media Hme
- 58. ImplicaHon for media and acHvists • Engagement strategy – Apps – Smart curaHon – Customizable filters – Compelling ecosystem of content – Tagging and saving for future immersion – Social network mediated – Serendipity encounters
- 59.
- 60. How it works • MoCve – friend grooming • Content – social, personal, entertaining • Demographics – under 35, Hlts female • Device – all • Engagement – parHal, browsing • InfluenCals – super-‐networkers / primary nodes in the network • ~ Mindshare – 10% of media Hme
- 61. ImplicaHon for media and acHvists • Engagement strategy – Social networks are gatekeepers – Spreadable content – Treat central network nodes like tradiHonal media influences – Enable parHcipaHon and feedback
- 62.
- 63. How it works • MoCve – my permissions • Content – personalized, anHcipatory • Demographics – upscale, well-‐educated, middle aged • Device – my surroundings • Engagement – immersive, invisible • InfluenCals – my past behavior, analyHcs, algorithms • ~ Mindshare – most waking hours
- 64. ImplicaHon for media and acHvists • Engagement strategy – SelecHve product placement and messaging – Permission-‐based monitoring / interacHons – Careful of privacy sensiHviHes – Careful of too much “moneHzaHon”
- 65. Your opHmum moments • When you are making news • When you can add to news-‐driven conversaHons • When your “close up” unexpectedly comes • When your evangelists work their networks • When you can recruit unexpected allies • When someone on the “other side” embraces you
- 66. Civic life is networked life with network informaHon created and shared by networked individuals and networked organizaHons
- 67. Lee Rainie Director Pew ResearchCenter’s Internet Project lrainie@pewresearch.org @lrainie @pewinternet @pewresearch