The document discusses user competencies for social media. It argues that users have interests, not just needs and goals, and that their interests involve self-image, relationships with others, and social interaction. It introduces the concept of social media competencies, which involve technical, social, and psychological skills. Users are motivated by self-interests like their image and relationships, and manage impressions online through their profiles and contributions. Their interests in others involve both actual and potential relationships.

2. Acting is the art of “turning psychology into behavior.” director Elia Kazan

3. Contents Part I: Some Social Interaction Design Philosophy Part II: User Interests & Interested Users Part III: Social Media & Social Action Part IV: Social Media Competencies Social Media Competencies Social Media Competencies Social Media Competencies Social Media Competencies Social Media Competencies Social Media Competencies Social Media Competencies Social Media Competencies

5. Part I: Some Social Interaction Design Philosophy Some Social Interaction Design Philosophy

14. Part II: User Interests & the Interested User & the Interested User

21. Motives and motivation

43. Part III: Social Media & Social Action & Social Action

62. Part IV: Social Media Competencies

64. Competencies: Self and Other Self and Other

69. Competencies: Relationships and Community Relationships and Community

73. Competencies: Things and Signs Things and Signs

77. Competencies: Culture and Knowledge Culture and Knowledge

81. Competencies: Communication & Interaction Communication & Interaction