Wired Academia: Why Social Science Scholars are using Social Media

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Gruzd, A., Goertzen, M. (2013). Wired Academia: Why Social Science Scholars are using Social Media. Proceedings of the 46th Hawaii International Conference on System Sciences (HICSS), January 7-10, Maui, HI, USA.

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Wired Academia: Why Social Science Scholars are using Social Media

  1. 1. Wired Academia: Why Social Science Scholars are using Social Media Anatoliy Gruzd* and Melissa Goertzen*Assistant Professor, School of Information ManagementDirector of the Social Media LabFaculty of Management, Dalhousie University Email: gruzd@dal.ca Twitter: @dalprof
  2. 2. Social Media Lab
  3. 3. Academic Social Networking• Academia.edu • ResearchGATE.netSocialMediaLab.ca Twitter: dalprof
  4. 4. Academic MicrobloggingSciencefeed.comSocialMediaLab.ca Twitter: dalprof
  5. 5. Academic Blogging Researchblogging.orgSocialMediaLab.ca Twitter: dalprof
  6. 6. Research Questions What are the most popular social media tools among scholars? Why are scholars starting to use social media? What is the perceived utility of social media for scholarly practices? What are the perceived problems associated with social media?SocialMediaLab.ca Twitter: dalprof
  7. 7. Defining Social Media Broad definition any website that includes web 2.0 characteristics and contains some aspect of user-generated content Examples social networking sites like Facebook and Academia.edu microblogging tools like Twitter video/teleconferencing tools such as Skype online media repositories such as FlickrSocialMediaLab.ca Twitter: dalprof 7
  8. 8. Method • Online Survey – Oct. 2010 – Feb. 2011 – ASIS&T, AoIR, INSNA – 367 participantsSocialMediaLab.ca Twitter: dalprof 8
  9. 9. Survey Demographics 57% Women72% Work 37%in the UK, ProfessorsUS & CAN 79% Social Scientists 38% 76% Grad Students under 45
  10. 10. Top five social media sites based on the frequency of useFrequent Non-academic Blogs Online document Media Wikis Use soc.networks management repositoriesOccasional Presentation Video/tele Blog Wikis Academic Use sharing sites conference soc.networks SocialMediaLab.ca Twitter: dalprof
  11. 11. Top five social media sites based on the frequency of useIntention Presentation Bibliographic Academic Blogs Social to Use sharing sites management soc.networks (maintain) bookmarking SocialMediaLab.ca Twitter: dalprof
  12. 12. Top five social media sites based on the frequency of use Not Virtual Social Blogs Microblogs Bibliographicpopular worlds bookmarking (maintain) management Concerns: • time consumption • privacy • persistence of digital records • absence of professional audienceSocialMediaLab.ca Twitter: dalprof
  13. 13. Explaining social media use through the Uses and Gratifications (U&G) theory Describes media use based on individuals’ gratification or psychological needs “[A]ssumes that media have little or no impact on those who do not use it, but that people select a particular medium because it is meaningful” and because it “gratifies one or more needs” (Chen, 2011) Applied to both traditional media such as radio and TV, and non-traditional and more interactive media such as emails, instant messaging and social mediaSocialMediaLab.ca Twitter: dalprof
  14. 14. Explaining social media use through the Uses and Gratifications (U&G) theory Raacke & Bonds-Raacke (2008) Question: Why college students use social networking sites? Result: Make new friends and locate old friends Brandtzæg & Heim (2009) Question: Why users in Norway use social networking sites ? Result: Connect with new people, keep in touch with friends and generally socialize Quan-Haase & Young (2010) Question: Why people use Facebook? Result: Sociability, social information, and pastimeSocialMediaLab.ca Twitter: dalprof
  15. 15. Benefits of using social media among scholarly users Keeping up to date with topics Following other researchers work Commonly citedDiscovering new ideas or publications benefits in the Promoting current work/research Making new research contacts literature that scholarly Collaborating with other researchers users of social media Soliciting advice from peers mentioned in the prior Maintaining professional image studies Publishing findings Garnering mass media attention Discovering new funding 0% 10% 20% 30% 40% 50% 60%SocialMediaLab.ca Twitter: dalprof
  16. 16. Benefits of using social media among scholarly users Keeping up to date with topics Following other researchers workDiscovering new ideas or publications Promoting current work/research Making new research contacts Collaborating with other researchers Soliciting advice from peers Maintaining professional image Publishing findings Garnering mass media attention Discovering new funding 0% 10% 20% 30% 40% 50% 60%* Based on 315 people who completed Part 2SocialMediaLab.ca Twitter: dalprof
  17. 17. Related benefits of social media use based on the factor analysisExpected categories social benefits: benefits such as making new research contacts; collaboration: collaborating with other researchers information dissemination: promoting current work/research information gathering: keeping up to date with topic.
  18. 18. Related benefits of social media use based on the factor analysis Social & Info explains 16% of the total Dissemination variance Collaboration explains 24% Information of the total Gathering variance
  19. 19. Conclusion• Most of the scholars in the study already adopted a wide range of social media sites.• Non-users were less than 30% (except for virtual worlds, where this percentage reached 58%).SocialMediaLab.ca Twitter: dalprof
  20. 20. Conclusion• Scholars use social media for 1. information gathering, 2. a mixture of social benefits and information dissemination, 3. collaboration.• People who tend to use social media to promote their research are also likely to use it to make new research contacts.SocialMediaLab.ca Twitter: dalprof
  21. 21. Related study Gruzd, A., Staves, K., and Wilk, A. (2011). Tenure • Interviews and Promotion in the Age of Online Social Media. Proceedings of the American Society for – 51 participants Information Science and Technology (ASIS&T) – ASIS&T 2010, Conference, October 9-13, 2011, New Orleans, LA, Pittsburgh, PA USA. DOI: 10.1002/meet.2011.14504801154 Gruzd, A., Staves, K., Wilk, A. (2012). Connected Scholars: Examining the Role of Social Media in Research Practices of Faculty using the UTAUT model. Computers in Human Behavior 28 (6), 2340-2350, DOI: j.chb.2012.07.004SocialMediaLab.ca Twitter: dalprof
  22. 22. Other related papers Gruzd, A., Black, F.A., Le, Y., Amos, K. (2012). Investigating Biomedical Research Literature in the Blogosphere: A Case Study of Diabetes and HbA1c. Journal of the Medical Library Association 100(1): 34-42. DOI: 10.3163/1536-5050.100.1.007 Gruzd, A., Wellman, B., and Takhteyev, Y. (2011). Imagining Twitter as an Imagined Community. American. Behavioral Scientist 55(10): 1294-1318. DOI: 10.1177/0002764211409378SocialMediaLab.ca Twitter: dalprof
  23. 23. New BookSocialMediaLab.ca Twitter: dalprof
  24. 24. Special Issue on Measuring Influence in Social MediaEditors:Anatoliy Gruzd <gruzd@dal.ca>, School of Information Management, Dalhousie UniversityBarry Wellman <wellman@chass.utoronto.ca>, Department of Sociology, University of Toronto Call for Papers Submission Deadline: April 30, 2013 http://bit.ly/cfpInfluence SocialMediaLab.ca Twitter: dalprof
  25. 25. References Chen, G. M. (2011). Tweet this: A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others. Computers in Human Behavior, 27(2), 755-762. Raacke, J. and Bonds-Raacke, J. (2008). MySpace and Facebook: Applying the Uses and Gratifications Theory to Exploring Friend-Networking Sites. CyberPsychology & Behavior, 11(2), 169-174. Brandtzæg, P. B. and Heim, J. (2009). Why People Use Social Networking Sites. In A. A. Ozok & P. Zaphiris (Eds.), Online Communities and Social Computing (Vol. 5621, pp. 143-152). Berlin, Heidelberg: Springer Berlin Heidelberg. Quan-Haase, A. and Young, A. L. (2010). Uses and Gratifications of Social Media: A Comparison of Facebook and Instant Messaging. Bulletin of Science, Technology & Society, 30(5), 350-361.SocialMediaLab.ca Twitter: dalprof
  26. 26. Wired Academia: Why Social Science Scholars are using Social Media Anatoliy Gruzd and Melissa GoertzenEmail: gruzd@dal.ca Twitter: @dalprof

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