Caring for Facebook Pages-
when is it work, and when isn‟t it?
Gabriela Avram
Interaction Design Centre
University of Lime...
Outline
 Motivation
 Digital media literacy
 The role of Pages in the economy of
Facebook
 Related research
 Methodol...
Motivation
 I have a long term history of involvement with social
media going back to 2002;
 I observed the evolution of...
Digital media literacy
 Facebook, Twitter, Pinterest - learning by
doing;
 Young people are “naturals”;
 “It‟s time for...
Managing a Facebook Page
What are Facebook Pages for?
Personal profiles and Pages
Organisation,
brand, charity
Add friend
Page
Like me!
Who is behind a Page?
 A person with an individual profile can
create the Page and becomes automatically
the Manager;
 H...
Related research
 The first academic study on Social Network Sites
(SNS): (boyd&Ellison, 2007);
 Social capital implicat...
Methodology
 Own diary on managing Facebook Pages
(annotated screenshots);
 Reflecting on collaboration situations;
 Su...
Findings: Diary
 Shared authorship can create confusion and
frustration;
 Making decisions about what is appropriate and...
Admin panel
Posts, notifications, insights
Survey
 The survey targeted the practice of updating
(posting on) Facebook Pages;
 Questions on the place, time and the ...
Findings: Survey
When do people update Pages:
 1/3 permanently on Facebook from a device
or another; another 1/3 spend 2-...
Findings: Survey
How many Pages?
 21 respondents: 70 Pages (from 1 to 9 each);
Alone or in collaboration?
 only 25 Pages...
Findings: Survey
Why maintaining a Page?
 the creation and maintenance of the
FacebookPage(s) was their own initiative, e...
When is it work, and when isn‟t it?
 “Yes, updating a facebook page is work, each post has to be
carefully monitored to e...
Discussion
 Is Facebook as a medium sucking us
in, making us do work while we think we‟re
socialising?
 Different Pages ...
Future plans
 Looking deeper under the surface – maybe
an ethnography of a Page?!
 The situatedness – a “work” Page? A h...
Thank you!
@gabig58
Gabriela.avram@ul.ie
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Caring for Facebook Pages

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Presentation at the CSCW at the Boundary of Work and Life workshop, 21 Sept 2013, Paphos, Cyprus
Paper available on Academia.edu

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Caring for Facebook Pages

  1. 1. Caring for Facebook Pages- when is it work, and when isn‟t it? Gabriela Avram Interaction Design Centre University of Limerick, Ireland Presentation at the „CSCW at the Boundary of Work and Life‟ collocated with the ECSCW‟13 conference, Cyprus, 21.09.2013
  2. 2. Outline  Motivation  Digital media literacy  The role of Pages in the economy of Facebook  Related research  Methodology  Findings  Discussion  Future plans
  3. 3. Motivation  I have a long term history of involvement with social media going back to 2002;  I observed the evolution of Facebook from a yearbook to a sophisticated money making machinery;  I started “work” on Facebook early on almost without noticing;  I started using social media in my teaching in 2004 at CNAM and never looked back;  I see social media becoming a requirement for the kind of jobs my students are applying for.
  4. 4. Digital media literacy  Facebook, Twitter, Pinterest - learning by doing;  Young people are “naturals”;  “It‟s time for social media literacy to enter mainstream education.Learning to use online forums, be they social network services like MySpace and Facebook, blogs, or wikis is not a sexily contemporary add-on to the curriculum – it‟s an essential part of the literacy today‟s youth require for the world they inhabit.“ (Rheingold, 2008)
  5. 5. Managing a Facebook Page
  6. 6. What are Facebook Pages for?
  7. 7. Personal profiles and Pages Organisation, brand, charity Add friend Page Like me!
  8. 8. Who is behind a Page?  A person with an individual profile can create the Page and becomes automatically the Manager;  He/she can appoint other Page Managers, Content Creators, Moderators;  An organisation can create a Page without going through an individual profile; in this case, the activities allowed are mostly paid advertising.  Two more roles are available: Advertiser and Insight Analyst.
  9. 9. Related research  The first academic study on Social Network Sites (SNS): (boyd&Ellison, 2007);  Social capital implications, various communication practices on Facebook (Ellison, Steinfield& Lampe, 2011)  Use of SNS in the workplace (Archambault&Grudin)  Mobile devices and practices allow people to integrate home and work (Barkhus&Polichar, 2011)  Work and non-work worlds are “made” by people “in and through the ways they move, mobilize people, objects, information and ideas”(Ciolfi et al, 2011).
  10. 10. Methodology  Own diary on managing Facebook Pages (annotated screenshots);  Reflecting on collaboration situations;  Survey – to get a broader perspective on existing practices amongst Page Managers;  Pilot with a social media content manager in an advertising agency;  21 respondents, most of them in Ireland – none of them advertising professionals.
  11. 11. Findings: Diary  Shared authorship can create confusion and frustration;  Making decisions about what is appropriate and what is not can be difficult for different managers.  The immediacy of posting leaves very little space for making mistakes.  The timeliness of posting creates pressure and requires scheduling;  Awareness of pending tasks is facilitated through Facebook‟s functionality of flagging new content;  Communication and Coordination between managers occurs mainly through “caring” for the Page.
  12. 12. Admin panel Posts, notifications, insights
  13. 13. Survey  The survey targeted the practice of updating (posting on) Facebook Pages;  Questions on the place, time and the type of devices used when updating Pages.  Shared responsibilities;  Perception/attitude regarding this type of activity.
  14. 14. Findings: Survey When do people update Pages:  1/3 permanently on Facebook from a device or another; another 1/3 spend 2-4h a day on the site.  Page management happens during office hours, during own time, during week-ends.  On holidays – only 45%!
  15. 15. Findings: Survey How many Pages?  21 respondents: 70 Pages (from 1 to 9 each); Alone or in collaboration?  only 25 Pages have a unique Page Manager. From where? (Place, device)  Office, home, public places;  Desktop, laptop, tablet, phone.
  16. 16. Findings: Survey Why maintaining a Page?  the creation and maintenance of the FacebookPage(s) was their own initiative, either for reaching out to customers for work or for engaging with the public as part of volunteer organisations.  10 - for their current employer,  12 - for their own businesses,  14 - related to communities and charities they volunteer with,  7 - for their hobbies  one stated : “my dog has her own page, for fun also :)”!
  17. 17. When is it work, and when isn‟t it?  “Yes, updating a facebook page is work, each post has to be carefully monitored to ensure that your company is being represented in the way you want it to online.”  “Though it's a volunteer page, I consider the page as "work", in the sense that I would take care to post accurate information relating to the page's objectives, and respond to all contact from interested parties.”  “Yes it's work, it has to be strategic, measured, set a tone, promote things properly so not quite the same as personal Facebook use.”  “Yes it is work, but not paid work. It's my own company + additional charity effort so I set goals etc myself.”
  18. 18. Discussion  Is Facebook as a medium sucking us in, making us do work while we think we‟re socialising?  Different Pages serve different purposes – permeation of work and private life;  We acquire skills at work that we then use for leisure;  We acquire skills from our hobbies that we get to use for work;  Manifestation of micro-work;  Amateurs vs professionals.
  19. 19. Future plans  Looking deeper under the surface – maybe an ethnography of a Page?!  The situatedness – a “work” Page? A hobby or charity Page?  Studying the collaboration between Page fans and managers;  Finding an appropriate method for studying the intricacies of this type of work.
  20. 20. Thank you! @gabig58 Gabriela.avram@ul.ie
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