Connecting with your Audience Through Messaging by Collstream
Leveraging Your Audience Through Social Media
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Transcript of Leveraging Your Audience Through Social Media
Leveraging Your Audience Through Social Media
Jessica Vitak | [email protected] | @jvitakCollege of Information Studies, University of MarylandWMST Summer Technology InstituteMay 28, 2014
Flickr: mikecogh
“…in general, the disparity in effort and benefit works against acceptance in many situations.” (Grudin, 1994)
Flickr: ciaoamore
Social Media’s Affordances
Persistence
Visibility
Editability
Association
Flickr: arahinvegas
Social media use is associated with higher levels of bridging social capital
(Ellison et al., 2007, 2011, 2014; Steinfield et al., 2008, Valenzuela et al., 2009; Burke et al., 2010, 2011; Vitak, 2012; Hofer & Aubert, 2013)
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Flickr: Cocoabiscuit
Defining Your Audience
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Selective self-presentationWe highlight certain aspects of our identities and minimize others; this varies based on audience.
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Why is this important? Context Collapse & Privacy Concerns
Paul Adams (2010)
Rather, these networks facilitate low-cost interactions among the question-asker and social ties, as well as
interactions between “friends of friends.”
Sharing information about your work: Creates your “brand” Drives traffic to other
sites (blog, Slideshare, etc.)
Information diffusion
Thanks!
Contact Information: Jessica VitakCollege of Information Studies, UMDEmail: [email protected]: jessicavitak.comTwitter: @jvitak