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Microblogging Inside and Outside the Workplace
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Paper presented at ICWSM 2010 titled "Microblogging inside and outside the workplace"
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Microblogging Inside and Outside the Workplace
1.
Business Unit or
Product Name IBM Research Microblogging Inside and Outside the Workplace Kate Ehrlich, N Sadat Shami IBM Research and Center for Social So:ware © 2010 IBM Corporation
2.
“11% of American adults use Twi6er
or update their status online.” ‐ December 2008 “Twi6er sees 50 million tweets per day. That’s 600 tweets per second.” ‐ February 2010 2 Microblogging inside and outside the workplace © 2010 IBM Corporation
3.
Outline
Research QuesGons Related Work Method Results Discussion 3 Microblogging inside and outside the workplace © 2010 IBM Corporation
4.
Microblogging inside and outside the workplace How is microblogging useful in a work context? 4
Microblogging inside and outside the workplace © 2010 IBM Corporation
5.
Microblogging inside and outside the workplace What differs between microblogs directed at an internal,
private audience and at an external public audience? 5 Microblogging inside and outside the workplace © 2010 IBM Corporation
6.
Microblogging inside and outside the workplace Why are people consuming microblogs? 6
Microblogging inside and outside the workplace © 2010 IBM Corporation
7.
Outline
Research QuesGons Related Work Method Results Discussion 7 Microblogging inside and outside the workplace © 2010 IBM Corporation
8.
Research on microblogging topics Outside the workplace
Keeping up to date with friends Sharing informaGon Directed communicaGon (Java et al. 2007; HoneycuW and Herring 2009; Huberman, Romero and Wu 2009; Naaman, Boase and Lai 2010; boyd et al 2010) 8 Microblogging inside and outside the workplace © 2010 IBM Corporation
9.
Research on microblogging topics Within the workplace
External use (Zhao and Rosson 2009) • Build awareness • Establish common ground Internal use (Zhang et al. 2010) • Impediments to adopGon 9 Microblogging inside and outside the workplace © 2010 IBM Corporation
10.
Boundaries between public and private use Mixing personal and
professional friendships can be awkward and complicated (Skeels and Grudin 2009) Need to ensure balance between public and private use (Efimova and Grudin 2007) 10 Microblogging inside and outside the workplace © 2010 IBM Corporation
11.
Outline
Research QuesGons Related Work Method Results Discussion 11 Microblogging inside and outside the workplace © 2010 IBM Corporation
12.
Method 12
Microblogging inside and outside the workplace © 2010 IBM Corporation
13.
Method ParGcipants
34 users from 15 countries and 8 business units Used internal tool (BlueTwit) and external (TwiWer) over same Gme period Frequent users (> 20 posts over a 4 month period) Average use (days) Following Followers Blue Twit 188 39 34 Twi=er 468 282 339 13 Microblogging inside and outside the workplace © 2010 IBM Corporation
14.
Data CollecEon Dataset
Data collected for BlueTwit and TwiWer over 4 month period • 19,067 posts in the two tools Extracted 4 weeks (1 wk/month) to analyze • Corpus of 5,387 posts • 3,152 (58.5%) from TwiWer and 2,235 (41.5%) from BlueTwit Interviews Phone interviews with 25 of the 34 people 14 Microblogging inside and outside the workplace © 2010 IBM Corporation
15.
Coding Scheme Category
Example Status “Good Morning World. It’s going to be even better after a cup of coffee :-” Provide “Chart API in JavaFX http://tinyurl.com/pe8qbo #JAVAFX” InformaGon “I love it when other people waste my time. I really do.” Retweet “RT @QWDF: Stumbled across a brilliantly bad album of TV theme covers on #spotify. http://bit.ly/rATQR” Ask QuesGon “Anyone know if there's an easy way to view just unread mails in Notes?” Directed “@POIUY Top 10 Programming Fonts: http://bit.ly/14fb2F” Directed + “RT @HIURJK - Anyone (that means you Bill) have any suggestions on quesGon how to increase the value of a Website using Social Media?” “RT @TDGE Anyone up for dinner ? << Do you have a restaurant in mind @TDGE?” 15 Microblogging inside and outside the workplace © 2010 IBM Corporation
16.
Outline
Research QuesGons Related Work Method Results Discussion 16 Microblogging inside and outside the workplace © 2010 IBM Corporation
17.
Categories of posts Most frequent use
• Provide informaGon • Directed posts Internal use • Ask quesGons • Directed posts • Style is work‐oriented External use • Provide informaGon • Style is more “social” 17 Microblogging inside and outside the workplace © 2010 IBM Corporation
18.
Public vs private
Clear sense of what is appropriate for an internal‐only audience “if all that <the tweets that are posted internally> went outside I would feel that you would be somewhat exposed because inside people are more willing to share more readily their direct experience whereas outside they are probably not likely to say here’s something that went really wrong... although would not be seen as a bad thing...” “I’ll refer to technologies that no-one outside may even know about or normal processes that aren’t even relevant to other people.” 18 Microblogging inside and outside the workplace © 2010 IBM Corporation
19.
ReputaEon Management
Internal: Importance of giving back “Value as an employee is to be visible inside the company. You have to be visible to show people. I help my community with new solutions. To give and get.” External: Publicity and promoGon “I’m getting a degree of advertising out there in terms of the external evangelizing I’m doing so that's broadening my audience and is generating other followers and generating requests for doing presentations to conferences.” 19 Microblogging inside and outside the workplace © 2010 IBM Corporation
20.
Fostering connecEons
Developing beWer awareness of professional connecGons in advance of a future planned or unplanned meeGng “I feel like I know these people. When it does come a time when I meet them or I might need to engage with them on something there has been an element of rapport established… we don't actually know each other but we do, from the interactions we’ve had in that space.” 20 Microblogging inside and outside the workplace © 2010 IBM Corporation
21.
ConsumpEon of microblogs
Microblogs provide early access to human selected informaGon “Twitter is for early breaking news. I get to know what's happening. When there is something new from Google, I get to know quickly.” “With Twitter I know it’s a human that has selected the information that is saying that you should read this article. RSS feed is robotic selection for topics while twitter is human selection of what I should see. And it’s the quality of my network” 21 Microblogging inside and outside the workplace © 2010 IBM Corporation
22.
Outline
Research QuesGons Related Work Method Results Discussion 22 Microblogging inside and outside the workplace © 2010 IBM Corporation
23.
Discussion
How is microblogging useful in a work context? Form of crowd‐sourcing – asking quesGons and providing answers AnGcipatory connecGons What differs between public and private? ConfidenGality Style of wriGng Awareness of audience knowledge and interests Some erosion of boundaries – despite differences lots overlap Why are people consuming microblogs? MoGvaGon for posGng ‐ Building reputaGon, awareness MoGvaGon for reading ‐ Early, quality news 23 Microblogging inside and outside the workplace © 2010 IBM Corporation
24.
Picture Credits
Slide 3: hWp://www.flickr.com/photos/ladymixy‐uk/3649349353/ Slide 4: hWp://www.flickr.com/photos/respres/3231178720/ Slide 5: hWp://www.flickr.com/photos/michaelsphotos/117928868/ Slide 5: hWp://www.flickr.com/photos/anirudhkoul/2632880868/ Slide 6: hWp://www.flickr.com/photos/ericskiff/416600882/ Slide 6: hWp://www.flickr.com/photos/ydhsu/3183824689/ Slide 7: hWp://www.flickr.com/photos/maWhamm/3383916444/ Slide 8: hWp://www.flickr.com/photos/tsevis/3486977626/ Slide 9: hWp://www.flickr.com/photos/23065375@N05/2247354856/ Slide 10: hWp://www.flickr.com/photos/suzieq/211825522/ Slide 11: hWp://www.flickr.com/photos/tveskov/3387394098/ Slide 16: hWp://www.flickr.com/photos/brood_wich/3284782691/ Slide 18: hWp://www.flickr.com/photos/ethnocentrics/213326146/ Slide 19: hWp://www.flickr.com/photos/michael_speedracer/4090315860/ Slide 20: hWp://www.flickr.com/photos/dlnwelch/3828994546/ Slide 21: hWp://www.flickr.com/photos/30389326@N05/3325003787/ Slide 22: hWp://www.flickr.com/photos/25036088@N06/3198496131/ 24 Microblogging inside and outside the workplace © 2010 IBM Corporation
25.
Thank You!
Kate Ehrlich (katee@us.ibm.com), N Sadat Shami (sadat@us.ibm.com) IBM Research and Center for Social So:ware 25 Microblogging inside and outside the workplace © 2010 IBM Corporation
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