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
Emotional state or mood
Photos
Family
Opinions
Possessions
Location
Inspiration
Professional expertise
Affirmation
Learned something new
Funny
Activity
Games
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
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
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
Thursday, February 2, 2012
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
18. Hypothesis we can test
Brand and credibility of the source of the content
Controversial issues vs. safe issues
Jumping on the bandwagon effect vs. early discovery
User modified message vs. original message
Etc...
Thursday, February 2, 2012
19. UX Design Ideas
Personalize recommendations based on the emotional affect
Follow a source
Ways to get the recipient to learn about, trust, and share Upriser
Ways to enable self-organizing micro-communities
Thursday, February 2, 2012
20. 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
