This document discusses social media use and research. It notes that while social media use continues to grow, the environment has stabilized somewhat in recent years. Teenagers are heavy social media users and have expanded from Facebook to multiple other sites. How and why people use social media varies greatly, and these factors influence outcomes. Different social media sites have unique features that support different types of social interactions. Nonprofits use social media for information, community building, and mobilizing actions, but measuring the success of these activities can be challenging.

1. Dr. Cliff Lampe (@clifflampe) Snapchat:
@clifflampe
cacl@umich.edu

2. Cliff LampeCliff Lampe
Professor UMProfessor UM
School ofSchool of
InformationInformation
PhD in InformationPhD in Information
Social mediaSocial media
researchresearch

3. What is social media?What is social media?

5. CommonCommon
characteristicscharacteristics
User generated content
Direct user-to-user
interaction
Bundles of applications

6. User GeneratedUser Generated
ContentContent
Social media sitesSocial media sites
are dependent onare dependent on
useruser’’s for contents for content
Sites are usuallySites are usually
free, but so is thefree, but so is the
user workuser work
Content can takeContent can take
many formsmany forms

7. Direct user-to-userDirect user-to-user
interactioninteraction
Not mass mediaNot mass media
Not interpersonalNot interpersonal
communicationcommunication

8. Bundles of applicationsBundles of applications
““Affordances”Affordances”
SociotechnicalSociotechnical
systemssystems

9. ““Affordances”Affordances”
SoftwareSoftware HardwareHardware
Software and hardware featuresSoftware and hardware features
that allow a user to accomplish anthat allow a user to accomplish an
actionaction

10. HardwareHardware
affordancesaffordances
UbiquityUbiquity
BundleBundle
devicesdevices
ComparativelComparativel
y cheapy cheap

11. Software AffordancesSoftware Affordances
ArchiveArchive
ReferenceReference
BroadcastBroadcast FilterFilter
RateRate AggregateAggregate

12. Archive ofArchive of
postsposts
Ability to referAbility to refer
to anotherto another
useruser
CommentingCommentingAble to postAble to post
photosphotos

14. Different bundles ofDifferent bundles of
“affordances” create“affordances” create
different genres ofdifferent genres of
social mediasocial media..

16. The social mediaThe social media
environment hasenvironment has
evolved quickly,evolved quickly,
though is stabilizing athough is stabilizing a
bit.bit.

17. Most popular socialMost popular social
media sitesmedia sites

21. Trends in SNS useTrends in SNS use

22. Pew Internet studiesPew Internet studies

28. Consistent researchConsistent research
findings on social media.findings on social media.

29. Use is heterogeneous.Use is heterogeneous.
Lurking vs. engaging. Motivations.Lurking vs. engaging. Motivations.
ToolsTools and systems. “90/10”and systems. “90/10”
participationparticipation curvecurve

30. Outcomes are based onOutcomes are based on
how one uses socialhow one uses social
media.media.Loneliness and depression areLoneliness and depression are
more associated with lurking.more associated with lurking.
Active uses feel moreActive uses feel more
connected to friends. Socialconnected to friends. Social
Capital.Capital.

31. Social media is aboutSocial media is about
production.production.
Major issues include self-Major issues include self-
presentation, audience, andpresentation, audience, and
attention.attention.

32. Social media is aboutSocial media is about
AttentionAttention..

35. Social media andSocial media and
nonprofitsnonprofits

36. Social Media used for…Social Media used for…
•
InformationInformation
•
Inform stakeholders, promote mission, shareInform stakeholders, promote mission, share
newsnews
•
Community buildingCommunity building
•
Create identity, nurture partners, growCreate identity, nurture partners, grow
networksnetworks
•
ActionAction
•
Raise money, mobilize actions, get people toRaise money, mobilize actions, get people to
show upshow up

38. How do you measureHow do you measure
success of social mediasuccess of social media
activities to achieveactivities to achieve
these outcomes?these outcomes?

39. Summary pointsSummary points
•
Social media use continues to grow. It remainsSocial media use continues to grow. It remains
dynamic, but not as volatile as several years ago.dynamic, but not as volatile as several years ago.
•
Teens are heavy users of social media. WhileTeens are heavy users of social media. While
they have not left Facebook, they are expandingthey have not left Facebook, they are expanding
their use over multiple other sites.their use over multiple other sites.
•
How and why people use social media is VERYHow and why people use social media is VERY
heterogeneous. These affect outcomes.heterogeneous. These affect outcomes.
•
Sites have very different features that interactSites have very different features that interact
and support different types of social interaction.and support different types of social interaction.

40. Thanks!Thanks!
Cliff Lampe
cacl@umich.edu
Twitter:
@clifflampe
SlideShare:
clifflampe