Paper presentation slides from the 16th ACM Conference on Computer Supported Cooperative Work and Social Computing (CSCW 2013), San Antonio, Texas, USA.

1. USES AND GRATIFICATIONS
OF A FACEBOOK MEDIA
SHARING GROUP
16th ACM Conference on Computer Supported Cooperative Work and Social Computing (CSCW 2013)
February 23-27 in San Antonio, Texas, USA.
MADEIRA INTERACTIVE TECHNOLOGIES INSTITUTE,
PORTUGAL
Mayur Karnik, Ian Oakley, Jayant Venkatanathan, Tasos Spiliotopouos, Valentina Nisi

2. SATURDAY
SATURDAY
MORNING
MORNING
CLASSICS
CLASSICS

3. FRIENDS,
FRIENDS,
FRIENDS OF
FRIENDS OF
FRIENDS.
FRIENDS.

4. 355
167 MEMBERS
167 MEMBERS
14 NATIONALITIES
14 NATIONALITIES
833 ITEMS
833 ITEMS
836
May 2012

5. STUDY 1: EXPLORATORY STAGE
What is the first thing that comes to your
mind when you think about what you enjoy
1 most when using SMC Facebook group?
What other words describe what
2 you enjoy about using the SMC
Facebook group?
SMC
SMC STUDY 1
STUDY 1
FACEBOOK
FACEBOOK exploratory
exploratory
GROUP
GROUP
stage
stage
3 Using single, easy-to-understand
terms, what do you use the SMC
Facebook group for?
4 What uses of the SMC Facebook
group are most important to you?

6. STUDY 1: RESULTS Sharing, finding,
connecting
Finding
new music
SMC
SMC STUDY 1
STUDY 1
FACEBOOK
FACEBOOK
GROUP
exploratory
exploratory Checking what my
GROUP
stage
stage friends are listening
Interesting to see
what others post
70s, 80s music
Unknown people
posting songs
20
Diverse, happy,
nostalgia

7. STUDY 1: INITIAL THEMES
SMC
SMC STUDY 1
STUDY 1
FACEBOOK
FACEBOOK
GROUP
exploratory
exploratory
GROUP
stage
stage
NOSTALGIA
SOCIAL INTERACTION
CONTENT
DISCOVERY

8. STUDY 2: IDENTIFYING U&G.
STUDY 22
STUDY
identifying uses and
identifying uses and
SMC
SMC STUDY 11
STUDY
0 1 2 3 4 5 6 7 gratifications
gratifications
34 ITEMS

9. STUDY 2: RESULTS
STUDY 22
STUDY
identifying
identifying
SMC
SMC S1
S1 uses and
uses and
gratifications
gratifications
57

10. ANALYSIS
STUDY 22
STUDY
SMC
SMC 1
SS1
FACTOR ANALYSIS
7 COMPONENTS WITH EIGEN VALUES OVER 1
EXPLAINING 79% OF VARIANCE.
EXAMINATION OF SCREE PLOT’S ‘ELBOW’ AND
DISTRIBUTION OF UNIQUE LOADINGS LED TO
FURTHER REDUCTION AND FOUR FACTORS WERE
IDENTIFIED EXPLAINING 61% OF VARIANCE.

11. EMERGING FACTORS
STUDY 22
STUDY
SMC
SMC 1
SS1
FACTOR ANALYSIS
1. CONTRIBUTION
2. DISCOVERY
3. SOCIAL INTERACTION
4. ENTERTAINMENT

12. 1. CONTRIBUTION
FACTOR 1: CONTRIBUTION (α = 0.90) MEAN (SD) LOADING
I often comment on music posted by others of SMC. 2.44 (1.48) 0.775
I like to share my knowledge of music on SMC. 3.16 (1.72) 0.765
I like adding to collection of songs on SMC by posting
3.75 (1.66) 0.692
a song when others post music on a specific theme.
I like to share music on SMC. 3.89 (1.87) 0.682
I like the discussions that take place on SMC. 4.11 (1.58) 0.645
I like to share videos on SMC. 3.46 (1.80) 0.662

13. 2. DISCOVERY
FACTOR 2: DISCOVERY (α = 0.91) MEAN (SD) LOADING
I like discovering music from foreign cultures through
4.91 (1.84) 0.858
SMC.
I find music through SMC that I haven’t heard in a
5.67 (1.41) 0.513
long time.
I like listening to the music people post on SMC. 4.72 (1.64) 0.577
Often the music posted on the group surprises me. 4.72 (1.50) 0.553
Often a song posted on SMC changes my mood in the
3.84 (1.74) 0.543
day.
I discover rare songs through SMC. 5.12 (1.68) 0.709

14. 3. SOCIAL INTERACTION
FACTOR 3: SOCIAL INTERACTION (α = 0.89) MEAN (SD) LOADING
I am often keen to see if what I posted on SMC has
3.74 (2.10) 0.801
been liked by others.
I often browse the public profiles of people I don't
2.89 (1.95) 0.782
know when they post music on SMC.
I like to find out who are my mutual friends when
3.86 (1.95) 0.706
someone unknown to me posts music on SMC.
I often try to understand what and why members post
3.70 (2.02) 0.594
certain kind of music on SMC.
I often 'like' music posted by others on SMC. 3.56 (1.90) 0.585

15. 4. ENTERTAINMENT
FACTOR 4: ENTERTAINMENT (α = 0.85) MEAN (SD) LOADING
I like the music genre that the group respresents. 5.07 (1.44) 0.786
The music posted on the group makes me joyful. 4.46 (1.40) 0.629
I like listening to music my friends post on the group. 4.40 (1.66) 0.537

16. DISCUSSION
CONTRIBUTION
- non-verbal communication
- object centered sociality
- tightly knit nature of smc
DISCOVERY
- presence of peers
- social recommendations
- cultural diversity

17. DISCUSSION
SOCIAL INTERACTION
- park et al., strafford
- media objects as foci of interaction
- expressive information vs. social engagement
- value in unbundling
ENTERTAINMENT
- social entertainment vs. traditional channels
- curated content

18. IMPLICATIONS FOR DESIGN
DESIGNING FOR CONTRIBUTION
Media sharing services can be designed to encourage and
reward contributions.
Combine content communities with meaningful on-site user
identities.
Enable users to explore and extend connections and relations
among media.

19. IMPLICATIONS FOR DESIGN
DESIGNING FOR DISCOVERY
Social media systems could focus on enabling users to
collectively discover and archive new content.
The interplay of contribution and discovery.

20. IMPLICATIONS FOR DESIGN
DESIGNING FOR SOCIAL INTERACTION
Designs should emphasize object-centered sociality by
facilitating the posting of media replies and the navigation
around chains of such content.
Emphasize relationships and community identity in
conjunction with focus on sub-groups. (eg. team-based roles).
Enable users to identify, connect and collaborate with other
users with similar taste and preferences.

21. ACKNOWLEDGEMENTS
This work was supported by Madeira Life, a project cofunded by the regional
government of Madeira (MADFDR- 01-0190-FEDER_001) and ZON Multimedia.
Additional support was provided by the Portuguese Foundation for Science and
Technology (FCT) through grant CMU-PT/SE/ 0028/2008 (Web Security and
Privacy) and PhD scholarship SFRH/BD/65908/2009.
We would like to thank Nuno David Santos for his technical contributions and
the members of the ‘Saturday Morning Classics’ Facebook group for their
continued participation and support.
ACM Digital Library
http://dl.acm.org/citation.cfm?id=2441868

22. THIS IS
THIS IS
THE END.
THE END.