Leveraging Your Audience Through Social Media

620 views
565 views

Published on

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
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
620
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • “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

    ×