Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Social Media: Where WeStand, Where We’re HeadingJessica VitakUniversity of MarylandOctober 19, 2012jvitak@umd.edu / @jvita...
What is social media?Social (adj): relating to human society and its members.Media (n): storage and transmission channels ...
3
4
5
6
7
What is social media?Social (adj): relating to human society and its members.Media (n): storage and transmission channels ...
Social Media Since 2000                Key difference: Publishing (Web 1.0) vs. Participation (Web 2.0)                   ...
Key Feature #1: User-Generated Content                                         10
11
Unmasking Reddit’s Violentacrez, The Biggest Troll on the Web   12October 12, 2012
Key feature #2 Social bookmarking/Social tagging                                                   13
14
15
Key Feature #3: Interaction Drives Communities                                                 16
Social Network Sites DefinedAll SNSs have three main features:  1) A uniquely identifiable profile  2) List of connections...
Who uses SNSs?     Source: Madden & Zickhur, 2011. Pew Internet Project.18
SNS users are more likely   to be:          • Women          • Young   No statistically significant   differences based on...
Why do people use SNSs?Joinson (2008)                 Papacharissi & Mendelson (2011)  •   Social connection          •   ...
What SNS users do: “Liking”                              21
What SNS users do: Commenting                                22
What SNS users do: Broadcasting                                  23
What SNS users do: PrivateMessages                             24
Impression Management on SNSs                      Impression                      Management:                      Sum of...
Negative effects of SNSsInteractions on these sitesare real. • USATODAY: Political spats on   Facebook spill into real lif...
Benefits to Using SNSsSocial Capital: original “friends with benefits”   benefits derived from interactions with your soc...
Bridging Social Capital                          28
Bonding Social Capital                         29
Recent ResearchDoes use of Facebook for political purposes have any tangibleimpact on participation?                      ...
Recent ResearchHow do students use Facebook to collaborate on school work?Lampe et al. (2011)Positive Collaboration  • Arr...
Recent ResearchCan Facebook help improve college adjustment and retention?Gray et al. (2012)Example: Inigral’s Schools app...
Research at MSU                                             Tong et al. (2008): When you have                             ...
What does it mean to be a Facebook“Friend”?• Robin Dunbar claims you can only manage meaningful relationships  with 150 pe...
Facebook users have *a lot* of Friends• Vitak (2012): Most users reported  having many Facebook Friends                   ...
Pew data: SNS users vs. non-   users• How big is your social  network?   • Average American: 634 ties   • Average Internet...
SNSs & Context CollapseSelective Self-Presentation:We present differentversions of the selfdepending on our audience      ...
Context Collapse on Facebook                               38
Impact of Context CollapseMarwick & boyd (2011)  • Treat public space (Twitter) as if it were boundedVitak, Lampe, Gray, &...
Future of Social Media?  Depends largely on how companies handle users current concerns.  When using Facebook, users are m...
Future of Social Media?  Social relationships will always matter. Period.  What could alter the balance is trust. These co...
Thanks!                      Jessica Vitak                 University of MarylandiSchool Page: http://ischool.umd.edu/facu...
Upcoming SlideShare
Loading in …5
×

Social Media: Where We Stand, Where We’re Heading

978 views

Published on

Guest lecture at Elon University on 10/19/12 in COM 371, The Future of the Internet, talking about social media research and thoughts on where social media is heading in the coming years.

  • Be the first to comment

Social Media: Where We Stand, Where We’re Heading

  1. 1. Social Media: Where WeStand, Where We’re HeadingJessica VitakUniversity of MarylandOctober 19, 2012jvitak@umd.edu / @jvitak 1
  2. 2. What is social media?Social (adj): relating to human society and its members.Media (n): storage and transmission channels or toolsused to store and deliver information or data.Takeaways:1. Social media is not a new phenomenon. 2
  3. 3. 3
  4. 4. 4
  5. 5. 5
  6. 6. 6
  7. 7. 7
  8. 8. What is social media?Social (adj): relating to human society and its members.Media (n): storage and transmission channels or toolsused to store and deliver information or data.Takeaways:1. Social media is not a new phenomenon.2. Social media is facilitated through technology and evolves withtechnology. 8
  9. 9. Social Media Since 2000 Key difference: Publishing (Web 1.0) vs. Participation (Web 2.0) 9
  10. 10. Key Feature #1: User-Generated Content 10
  11. 11. 11
  12. 12. Unmasking Reddit’s Violentacrez, The Biggest Troll on the Web 12October 12, 2012
  13. 13. Key feature #2 Social bookmarking/Social tagging 13
  14. 14. 14
  15. 15. 15
  16. 16. Key Feature #3: Interaction Drives Communities 16
  17. 17. Social Network Sites DefinedAll SNSs have three main features: 1) A uniquely identifiable profile 2) List of connections (e.g., “Facebook Friends”) 3) Users can consume, produce, and interact with content Ellison & boyd (in press) 17
  18. 18. Who uses SNSs? Source: Madden & Zickhur, 2011. Pew Internet Project.18
  19. 19. SNS users are more likely to be: • Women • Young No statistically significant differences based on: • Race • Income • Education • Geographic location 19Source: Madden & Zickhur, 2011. Pew Internet Project.
  20. 20. Why do people use SNSs?Joinson (2008) Papacharissi & Mendelson (2011) • Social connection • Expressive info seeking • Shared identities • Habitual pass time • Viewing/sharing photos • Relaxing entertainment • Social investigation • Cool, new trend • Social network surfing • Companionship • Status updating • Professional achievement • Escape • Social interaction • Meet new people 20
  21. 21. What SNS users do: “Liking” 21
  22. 22. What SNS users do: Commenting 22
  23. 23. What SNS users do: Broadcasting 23
  24. 24. What SNS users do: PrivateMessages 24
  25. 25. Impression Management on SNSs Impression Management: Sum of behaviors individuals engage in to either control or manipulate observers’ attributions of them 25
  26. 26. Negative effects of SNSsInteractions on these sitesare real. • USATODAY: Political spats on Facebook spill into real lifeAssuming privacy is always a bad idea. • Eagles’ employee loses job after badmouthing team decision on his Facebook page. • Bank intern fired after calling in sick & getting caught through Facebook pictures. 26
  27. 27. Benefits to Using SNSsSocial Capital: original “friends with benefits”  benefits derived from interactions with your social network Bridging Bonding 27
  28. 28. Bridging Social Capital 28
  29. 29. Bonding Social Capital 29
  30. 30. Recent ResearchDoes use of Facebook for political purposes have any tangibleimpact on participation? Vitak et al. (2011) • Study of undergrads use of Facebook in month prior to 2008 presidential election • Those who were highly engaged in political activity on FB were highly engaged elsewhere • Those who reported seeing their Friends post political content were more likely to be politically 30 active
  31. 31. Recent ResearchHow do students use Facebook to collaborate on school work?Lampe et al. (2011)Positive Collaboration • Arrange group meeting • Ask for help • Manage group projectNegative Collaboration • Sharing homework answers • Sharing quiz/test answers 31
  32. 32. Recent ResearchCan Facebook help improve college adjustment and retention?Gray et al. (2012)Example: Inigral’s Schools application Facebook + Bonding Collaboration Social Behaviors Capital + College + Social + Persistence Friends on Adjustment 32 Facebook at College to College
  33. 33. Research at MSU Tong et al. (2008): When you have too many “friends” on a SNS, people How much I like you rate you as less socially attractive # of FB Friends Total FB Friends• Ellison, Steinfield, & Lampe (2011) • Actual friends matter more than Actual total friends when it comes to Friends perceptions of social capital 33 Among undergrads: 25% Among MSU staff: 37%
  34. 34. What does it mean to be a Facebook“Friend”?• Robin Dunbar claims you can only manage meaningful relationships with 150 people. Dunbar: “Our minds are not designed to allow us to have more than a very limited number of people in our social world. The emotional and psychological investments that a close relationship requires are considerable, and the emotional capital we have 34 available is limited.”
  35. 35. Facebook users have *a lot* of Friends• Vitak (2012): Most users reported having many Facebook Friends 2nd • M = 500, Median = 433, SD = Tier 361, range: 62 – 1600• And many were weak ties Weak Ties • 8% of network considered close ties 3rd Tier • 52% of network considered very weak ties 35
  36. 36. Pew data: SNS users vs. non- users• How big is your social network? • Average American: 634 ties • Average Internet user (669) vs. non-user (506) ties • Average cell phone user: 664 ties • Average SNS user: 636 ties 36 * Source: Hampton et al. (2011)
  37. 37. SNSs & Context CollapseSelective Self-Presentation:We present differentversions of the selfdepending on our audience EgoContext collapse occurswhen we “perform” fordifferent audiences at sametime (e.g., weddings) 37
  38. 38. Context Collapse on Facebook 38
  39. 39. Impact of Context CollapseMarwick & boyd (2011) • Treat public space (Twitter) as if it were boundedVitak, Lampe, Gray, & Ellison (2012) • Strategies for maintaining work/personal life boundaryVitak (2012) • Engaging with privacy features • Increased disclosures • Increased perceptions of social capital 39
  40. 40. Future of Social Media? Depends largely on how companies handle users current concerns. When using Facebook, users are most concerned about:* 1. Personal information being sold to other companies for marketing purposes. 2. Their account being compromised (e.g., their ID & password posted online). 3. Personal information like a phone number or email address becoming publicly visible. 4. Someone hacking their account & being unable to access it. 5. Private messages becoming publicly visible. 40* This is based on a new dataset that is still being collected, so any statements based on this are purely speculative.
  41. 41. Future of Social Media? Social relationships will always matter. Period. What could alter the balance is trust. These companies focus on CONTROL OF INFORMATION. 41What they don’t have is the embedded networks that Facebook does.
  42. 42. Thanks! Jessica Vitak University of MarylandiSchool Page: http://ischool.umd.edu/faculty-staff/jessica-vitak Email: jvitak@umd.edu Twitter: @jvitak Homepage: http://jessicavitak.com Academia: http://umd.academia.edu/JessicaVitak Google Citations Page:http://scholar.google.com/citations?user=RC9bN7kAAAAJ&hl=e n 42

×