1) The document discusses leveraging social media to connect with audiences and exchange resources. It highlights how social media allows for persistence, visibility, editability, and association of content. 2) Social media use is associated with higher levels of bridging social capital. However, selective self-presentation is important to consider based on different audiences due to issues of context collapse and privacy. 3) The large, heterogeneous networks on social media allow for asking questions and connecting with disparate others. Sharing information about one's work can help create a brand, drive traffic to other sites, and facilitate information diffusion.

1. Leveraging Your
Audience Through
Social Media
Jessica Vitak | jvitak@umd.edu | @jvitak
College of Information Studies, University of Maryland
WMST Summer Technology Institute
May 28, 2014
Flickr: mikecogh

2. “…in general, the disparity in effort and benefit works
against acceptance in many situations.” (Grudin, 1994)
Flickr: ciaoamore

3. Highlighting the utility of social media
Flickr: CapCase

4. Social Media’s Affordances
Persistence
Visibility
Editability
Association
Flickr: arahinvegas

5. Flickr: HarlanH
Social Capital

6. Flickr: Arlington County
6
Social Capital Conversion

7. 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)
7

8. But how do we connect with
those people with whom we
want to
exchange resources?

9. Flickr: Cocoabiscuit
9

10. Selective self-presentation
We highlight certain aspects of our identities and
minimize others; this varies based on audience.
10

11. 11
Why is this important?
Context Collapse & Privacy Concerns
Paul Adams (2010)

12. 12
Flickr: lupinoduck

18. Facebook isn’t
just for
“friend”
interactions…

19. Rather, these networks facilitate low-cost
interactions among question-askers & social ties, as
well as interactions between “friends of friends.”

20. Social Media Connects
Disparate Others

22. #ica14 network
(1086 Twitter users)

23. #ica14 network
(1086 Twitter users)

24. Sharing information
about your work:
 Creates your “brand”
 Drives traffic to other
sites (blog, Slideshare,
etc.)
 Information diffusion

25. Ask questions
& take
advantage of
the large,
heterogeneous
network of
users!

26. Thanks!
Contact Information:
Jessica Vitak
College of Information Studies, UMD
Email: jvitak@umd.edu
Website: jessicavitak.com
Twitter: @jvitak