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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 & …

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.
  • Transcript

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