Instant intimacy or fake personas? Meaningful, trusted connections or surface ties? How much of ourselves are we really willing to share with our social networks?

1. The New Social Intersperience Research Ltd. Open Ideas May 2011

3. - 26th May 2011 Intersperience Research Ltd. 2006 the launch of Facebook transformed the online social scene 175 million users in 2009 Today, 100, 000 new users per day On average, 6 sign-ins per day 75% of Social Networkers in 2008 57% increase from 2007 In 2009, 10 hours of content uploaded to You Tube every minute 3 billion photographs provided by Flickr In comparison Louvre Museum has 300, 000 collections of objects Intersperience Digital Selves Project 2011, M. Guidi & P. Cope 2011, Kaplan et al 2010

5. - 26th May 2011 Intersperience Research Ltd. Interaction on Social Networking Site more involved in other peoples’ lives The least likely to share own experiences (2%) Private messaging in four top activities on the site Social or communicative use of Social Networking Sites? Intersperience Digital Selves Project 2011

6. - 26th May 2011 Intersperience Research Ltd. Online interaction concentrated on conversation itself – free of social judgment The level of interaction face to face cannot be replicated or replaced online “A face to face connection is different. It’s absolutely essential.” Tufekciet al Highly social get more benefit from using the internet Reduced cues of the web environment might aid those with weak offline networks “I think that it’s good to make contact with friends that you might have lost contact with on Facebook, but not to continue the renewed friendship on it.” Digital Selves Intersperience Digital Selves Project 2011, Tufekci et al

8. 26% use it to share their interests

9. 29% use SNS to meet new people

10. 21% use it to meet people from all over the world

11. 20% get their daily gossip on SNS sites

12. 7% don’t see their friends as often now that they use SNSSocial Interaction - 26th May 2011 Intersperience Research Ltd. Intersperience Digital Selves Project 2011

14. 76% use it to keep in touch with friends

15. 27% feel a lot closer to their friends now that they use SNS

16. 60% would find it more difficult to stay in touch with their friends without the internetFriends Intersperience Digital Selves Project 2011 - 26th May 2011 Intersperience Research Ltd.

18. 7% get to be a different person when on the site

19. 8% feel strongly addicted to SNS

20. 11% can have close relationship with someone met onlineSelf-discovery - 26th May 2011 Intersperience Research Ltd. Intersperience Digital Selves Project 2011

22. - 26th May 2011 Intersperience Research Ltd. Online changing situational geography of social life No sense of place Constant search for cues to adjust behaviour Allow manipulation of self-presentation in complex social interactions Out of context Barrier towards new approaches Friend request dilemma 70% accepting only people they know in person 38% read profile before accepting the request Online friend request

23. - 26th May 2011 Intersperience Research Ltd. Strong preference towards individual communication on the site (70%) Tendency for private messaging options provided on site to replace e-mail communication Possibility to create different social circles on the site 72% of over 18’s prefer to communicate with small group of friends 54% of the youngest social network users (13-17) tries to have as many friends as possible Preference for all other communication channels to be embedded within Social Networking Sites increasing the social experience Social Networking Sites more a norm for communication rather than leisure and entertainment M. Guidi & P. Cope 2011

24. - 26th May 2011 Intersperience Research Ltd. Digital Selves Study indicated different approach to social networking The interaction most predominant in your customers will affect how you build Social Networking into your business

25. The New Social Intersperience Research Ltd. Open Ideas May 2011