WHY DO PEOPLE SHARE?
Hong Qu
February 3, 2012
Upriser team retreat

Thursday, February 2, 2012
Topics
Psychology theory
Academic and industry research
Content pattern recognition
Next steps for Product and UX

Thursda...
Socio-technical system
Actors
Activities
Goals (objective)
Scenarios
Context (in situ)
Behavior norms
Activity Theory in W...
Maslow's hierarchy of needs

Thursday, February 2, 2012
What do people share?

Thursday, February 2, 2012
What do people share?
News
Emotional state or mood
Photos
Family
Opinions
Possessions
Location
Thursday, February 2, 2012
What do people share?
News

Inspiration

Emotional state or mood

Professional expertise

Photos

Affirmation

Family

Lea...
Thursday, February 2, 2012
What motivates sharing?
to bring valuable and entertaining content to others
to define ourselves to others
to keep in touc...
Sharing feedback loop
Ambient telepresence (feeling of being near using technology)
Recipient becomes sender becomes recip...
Active vs Passive Sharing
Foursquare
Instagram
Twitter
Spotify
Washington Post Social Reader
Facebook games

Thursday, Feb...
Sense of Agency and Urgency
Affect outcome (my vote counts)
Getting more people to vote with me counts even more
Control t...
Why people don’t share

Thursday, February 2, 2012
Why people don’t share
Privacy
Unknown audience
Exposing yourself to
judgement
Don’t feel a sense of control
Construction ...
Why people don’t share
Privacy
Unknown audience
Exposing yourself to
judgement
Don’t feel a sense of control
Construction ...
Research on emotion valence
Will You Be E-Mailing This Column? It’s Awesome
People preferred e-mailing articles with posit...
Emotional valence

Viral Content: Why We Share Some Things and Not Others
Thursday, February 2, 2012
References
Activity Theory
The Psychology of Sharing - NY Times Research
What Makes online Content Viral
Designing with Ps...
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Why People Share

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Why People Share

  1. WHY DO PEOPLE SHARE? Hong Qu February 3, 2012 Upriser team retreat Thursday, February 2, 2012
  2. Topics Psychology theory Academic and industry research Content pattern recognition Next steps for Product and UX Thursday, February 2, 2012
  3. Socio-technical system Actors Activities Goals (objective) Scenarios Context (in situ) Behavior norms Activity Theory in Wikipedia Thursday, February 2, 2012
  4. Maslow's hierarchy of needs Thursday, February 2, 2012
  5. What do people share? Thursday, February 2, 2012
  6. What do people share? News Emotional state or mood Photos Family Opinions Possessions Location Thursday, February 2, 2012
  7. What do people share? News Inspiration Emotional state or mood Professional expertise Photos Affirmation Family Learned something new Opinions Funny Possessions Activity Location Games Thursday, February 2, 2012
  8. Thursday, February 2, 2012
  9. What motivates sharing? to bring valuable and entertaining content to others to define ourselves to others to keep in touch with weak ties we don’t see to grow and nourish relationships to evangelize causes or brands to get people to organize to affect an outcome Thursday, February 2, 2012
  10. Sharing feedback loop Ambient telepresence (feeling of being near using technology) Recipient becomes sender becomes recipient Reciprocate Light-weight interactions (like, comment) Positive reinforcement Thursday, February 2, 2012
  11. Active vs Passive Sharing Foursquare Instagram Twitter Spotify Washington Post Social Reader Facebook games Thursday, February 2, 2012
  12. Sense of Agency and Urgency Affect outcome (my vote counts) Getting more people to vote with me counts even more Control the message Uplifting impact on recipient’s mood Must have a sense of urgency Thursday, February 2, 2012
  13. Why people don’t share Thursday, February 2, 2012
  14. Why people don’t share Privacy Unknown audience Exposing yourself to judgement Don’t feel a sense of control Construction different identities for different groups of friends Thursday, February 2, 2012
  15. Why people don’t share Privacy Unknown audience Exposing yourself to judgement Don’t feel a sense of control Construction different identities for different groups of friends Thursday, February 2, 2012 Like to consume guilty pleasures, but don’t want anyone to know Self censoring Socially awkwardness to bring up controversial issues Cannot unshare Easy to copy and forward
  16. Research on emotion valence Will You Be E-Mailing This Column? It’s Awesome People preferred e-mailing articles with positive rather than negative themes, and they liked to send long articles on intellectually challenging topics. More emotional stories were more likely to be e-mailed emotion of self-transcendence, a feeling of admiration and elevation in the face of something greater than the self. Sharing recipes or financial tips or medical advice makes sense according to classic economic utility theory: I give you something of practical value in the hope that you’ll someday return the favor. There can also be self-interested reasons for sharing surprising articles: I get to show off how well informed I am by sending news that will shock you. “Emotion in general leads to transmission, and awe is quite a strong emotion,” he said. “If I’ve just read this story that changes the way I understand the world and myself, I want to talk to others about what it means. I want to proselytize and share the feeling of awe. If you read the article and feel the same emotion, it will bring us closer together.” Thursday, February 2, 2012
  17. Emotional valence Viral Content: Why We Share Some Things and Not Others Thursday, February 2, 2012
  18. References Activity Theory The Psychology of Sharing - NY Times Research What Makes online Content Viral Designing with Psychology in Mind Presentation of Self in Everyday Life Thursday, February 2, 2012

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