Leveraging Your
Audience Through
Social Media
Jessica Vitak | jvitak@umd.edu | @jvitak
College of Information Studies, Uni...
“…in general, the disparity in effort and benefit works
against acceptance in many situations.” (Grudin, 1994)
Flickr: cia...
Highlighting the utility of social media
Flickr: CapCase
Social Media’s Affordances
Persistence
Visibility
Editability
Association
Flickr: arahinvegas
Flickr: HarlanH
Social Capital
Flickr: Arlington County
6
Social Capital Conversion
Social media use is associated with
higher levels of bridging social
capital
(Ellison et al., 2007, 2011, 2014; Steinfiel...
But how do we connect with
those people with whom we
want to
exchange resources?
Flickr: Cocoabiscuit
9
Selective self-presentation
We highlight certain aspects of our identities and
minimize others; this varies based on audie...
11
Why is this important?
Context Collapse & Privacy Concerns
Paul Adams (2010)
12
Flickr: lupinoduck
Facebook isn’t
just for
“friend”
interactions…
Rather, these networks facilitate low-cost
interactions among question-askers & social ties, as
well as interactions betwe...
Social Media Connects
Disparate Others
#ica14 network
(1086 Twitter users)
#ica14 network
(1086 Twitter users)
Sharing information
about your work:
 Creates your “brand”
 Drives traffic to other
sites (blog, Slideshare,
etc.)
 Inf...
Ask questions
& take
advantage of
the large,
heterogeneous
network of
users!
Thanks!
Contact Information:
Jessica Vitak
College of Information Studies, UMD
Email: jvitak@umd.edu
Website: jessicavitak...
Leveraging Your Audience Through Social Media
Leveraging Your Audience Through Social Media
Leveraging Your Audience Through Social Media
Leveraging Your Audience Through Social Media
Leveraging Your Audience Through Social Media
Leveraging Your Audience Through Social Media
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Leveraging Your Audience Through Social Media

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Presentation at the University of Maryland's Women's Studies Summer Technology Institute (#wmststi) on the powerful role of social media and other sites in creating an online brand and locating & disseminating information.

Published in: Social Media, Technology, Business
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  • “Facebook is a useful site”
    “I see benefits in joining Facebook”
  • Bridges space and time. Connects people who didn’t know each other.
  • Leveraging Your Audience Through Social Media

    1. 1. Leveraging Your Audience Through Social Media Jessica Vitak | jvitak@umd.edu | @jvitak College of Information Studies, University of Maryland WMST Summer Technology Institute May 28, 2014 Flickr: mikecogh
    2. 2. “…in general, the disparity in effort and benefit works against acceptance in many situations.” (Grudin, 1994) Flickr: ciaoamore
    3. 3. Highlighting the utility of social media Flickr: CapCase
    4. 4. Social Media’s Affordances Persistence Visibility Editability Association Flickr: arahinvegas
    5. 5. Flickr: HarlanH Social Capital
    6. 6. Flickr: Arlington County 6 Social Capital Conversion
    7. 7. Social media use is associated with higher levels of bridging social capital (Ellison et al., 2007, 2011, 2014; Steinfield et al., 2008, Valenzuela et al., 2009; Burke et al., 2010, 2011; Vitak, 2012; Hofer & Aubert, 2013) 7
    8. 8. But how do we connect with those people with whom we want to exchange resources?
    9. 9. Flickr: Cocoabiscuit 9
    10. 10. Selective self-presentation We highlight certain aspects of our identities and minimize others; this varies based on audience. 10
    11. 11. 11 Why is this important? Context Collapse & Privacy Concerns Paul Adams (2010)
    12. 12. 12 Flickr: lupinoduck
    13. 13. Facebook isn’t just for “friend” interactions…
    14. 14. Rather, these networks facilitate low-cost interactions among question-askers & social ties, as well as interactions between “friends of friends.”
    15. 15. Social Media Connects Disparate Others
    16. 16. #ica14 network (1086 Twitter users)
    17. 17. #ica14 network (1086 Twitter users)
    18. 18. Sharing information about your work:  Creates your “brand”  Drives traffic to other sites (blog, Slideshare, etc.)  Information diffusion
    19. 19. Ask questions & take advantage of the large, heterogeneous network of users!
    20. 20. Thanks! Contact Information: Jessica Vitak College of Information Studies, UMD Email: jvitak@umd.edu Website: jessicavitak.com Twitter: @jvitak
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