Post on 05-Jun-2020
Lake and Stream Leaders Institute 2015 -Session 1
5/15/2015
1
Dr. Cliff Lampe (@clifflampe) Snapchat: @clifflampecacl@umich.edu
Cliff Lampe
Professor UM School of Information
PhD in Information
Social media research
What is social media?
Common characteristics
User generated content
Direct user-to-user interaction
Bundles of applications
User Generated Content
Social media sites are dependent on user’s for content
Sites are usually free, but so is the user work
Content can take many forms
Lake and Stream Leaders Institute 2015 -Session 1
5/15/2015
2
Direct user-to-user interaction
Not mass media
Not interpersonal communication
Bundles of applications
“Affordances”
Sociotechnical systems
“Affordances”
Software Hardware
Software and hardware features that allow a user to accomplish an action
Hardware affordances
UbiquityBundle devicesComparatively cheap
Software Affordances
Archive ReferenceBroadcast FilterRate Aggregate
Archive of posts
Ability to refer to another user
CommentingAble to post photos
Lake and Stream Leaders Institute 2015 -Session 1
5/15/2015
3
Different bundles of “affordances” create different genres of social media.
The social media environment has evolved quickly, though is stabilizing a bit.
Most popular social media sites
Lake and Stream Leaders Institute 2015 -Session 1
5/15/2015
4
Trends in SNS use Pew Internet studies
Lake and Stream Leaders Institute 2015 -Session 1
5/15/2015
5
Consistent research findings on social media.
Use is heterogeneous. Lurking vs. engaging. Motivations.
Tools and systems. “90/10” participation curve
Outcomes are based on how one uses social media.
Loneliness and depression are more associated with lurking. Active uses feel more connected to friends. Social Capital.
Lake and Stream Leaders Institute 2015 -Session 1
5/15/2015
6
Social media is about production.
Major issues include self-presentation, audience, and attention.
Social media is about Attention.
Social media and nonprofits
Social Media used for…
• Information
• Inform stakeholders, promote mission, share news
• Community building
• Create identity, nurture partners, grow networks
• Action
• Raise money, mobilize actions, get people to show up
Lake and Stream Leaders Institute 2015 -Session 1
5/15/2015
7
How do you measure success of social media activities to achieve these outcomes?
Summary points
• Social media use continues to grow. It remains dynamic, but not as volatile as several years ago.
• Teens are heavy users of social media. While they have not left Facebook, they are expanding their use over multiple other sites.
• How and why people use social media is VERY heterogeneous. These affect outcomes.
• Sites have very different features that interact and support different types of social interaction.
Thanks!Cliff Lampe
cacl@umich.edu
Twitter: @clifflampe
SlideShare: clifflampe