Social Media – Page 2 – Not Not Communicating by Michael Rabby

February 14, 2013

Ruling the Twitterverse

By Guest Author Heather Martin

Twitter is more complex than expressing love for a sandwich in 140 characters or less. Instead, the platform has evolved into a beast of influence and a tool to look at trends. The more expert users of Twitter have become Social Media Influencers (SMI). What are the traits of the people?

Four prominent social media practitioners were investigated to explore public perceptions. These selected individuals, Brian Solis, Deirdre Breakenridge, Charlene Li and Jeremiah Owyang, work in the public relations field or deal with the social interactions of corporations and consumers. Their backgrounds and photos were presented, alongside YouTube videos of their work. Utilizing the California Q-sort (CAQ), 32 college undergraduates were surveyed to analyze and quantify audience perceptions of SMIs.

The students responded to questions regarding 100 different attributes sorted into nine categories of each individual. The answers were then averaged to determine correlation. The results yielded a prototype of the SMIs and found the individuals to be “verbal, smart, ambitious, productive, and poised.” What were they not seen as? “Self-pitying, self-defeating, and lacking meaning in life.”

These SMIs profiles coincided with those of CEOs. Both are seen as obviously being leader types. But contrasts did emerge. A CEO was seen as someone who is “difficult to impress.” However, a SMI was “more likely to be sought out for advice.” This is the important piece, having the approachable characteristic and two-way interaction.

The results show that Twitter and social media matter, but their success hinges on the audience and what the interactions entail. In this study, the judges were younger and in college. Perhaps they are more likely to be receptive to perceived experts. It does present a stepping stone in a new direction for companies seeking to build ties with consumers. Twitter long ago shifted from a playful dalliance into a powerful branding tool.

Companies like Zappos are very active on Twitter when it comes to assisting their customers. I once joked that they needed a section called “Stripper Shoes” and a company representative quickly replied and suggested brands for me to check out. And I didn’t even tweet them specifically– they have a search running to track people who aren’t even addressing Zappos directly. Zappos has a good grasp and sense of fun when it comes to servicing their customers and it certainly isn’t hurting their business to suggest I check out the shoes by Promiscuous.

To stand out, CEOs and companies need to balance being approachable and having personality and not just existing as a monolith in social media.

Freberg, Karen, Graham, Kristin, McGaughey, Karen, & Freberg, Laura A. (2011) Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37, 90-92.

February 25, 2011

Are Teens Hiding Behind The Screen?

By Guest Author Jonathan Nielsen

“R U 4 real?” The use of phrases like this demonstrate how technology has managed to merge itself with the social life of teenagers in the form of instant messaging, text messaging and social networking sites such as Facebook. A little observation will tell anyone that a large percentage of a teen’s time is spent texting on his or her phone or chatting online. With so much time devoted to these activities, researchers want to know if there are any side effects.

Pierce set out to examine the effects that teen usage of these technologies might have on their social life. She conducted a study that sought to determine if there was a relationship between recent social technologies and shyness among teenagers. In the study, 280 teenagers answered survey questions regarding how much time they spend on socially interactive technologies such as text messaging, instant messaging, and social networking sites. In addition to finding out how much time teenagers spent on these technologies, the survey also asked questions regarding each teen’s feelings toward face-to-face communication.

The results revealed a clear connection between social introversion and the socially interactive technologies. Those who disliked personal communication were more likely to use socially interactive technologies. This suggests that these new technologies are providing shy individuals with a comfortable means of communication, while replacing any opportunities that these individuals may have had to get over their timidity by practicing face-to-face communication. Lastly, the author concludes that since these technologies are relatively new, society has yet to discover all of the possible consequences.

With the results of this study in mind, it is crucial for teens to evaluate their personal use of these technologies. Do they substitute personal time with friends for time on Facebook? Do they text their friends more than they call them? Are they using these technologies as a way to avoid their social anxieties? As foreign as these problems may be to parents and teachers, the answers to these questions are important to a teen’s future success in life. Face-to-face communication is vital in the workplace, and many teenagers may not be properly developing the necessary interpersonal skills; therefore, these questions must not be avoided. All of this is to say that teenagers must come to realize that they are an experimental generation– No other generation has grown up using these social technologies, and the consequences of these technologies are poorly known.

Pierce, T. (2009). Social anxiety and technology: Face-to-face communication versus technological communication among teens. Computers in Human Behavior, 25, 1367-1372.

February 3, 2011February 3, 2011

Reading Between the Lines: What Our E-mails Say About Our Near and Far Relationships

By Guest Author Elizabeth Worlein

As a busy woman, a girlfriend in a long-distance relationship, and friend that is hard to reach by phone, I have wondered how my use of technology impacts my relationships. What does my use of e-mail say about my relationships with my friends, my romantic partner, and my family?

Johnson, Haigh, Becker, Craig, and Wigley attempt to answer this question in a recent study. Two hundred and twenty-six college students submitted their personal e-mail messages that they received in one week. The researchers examined how the e-mails maintained the students’ relationships with family, friends, and romantic partners. The researchers also examined how relationships were maintained between people that were geographically close, and those that were long-distance. Researchers observed five main behaviors people exhibited to maintain their relationships in the three types of relationships:

Family:

Openness (sharing your experience, feelings, etc.)
Social Networks (references to events, school, or other relationships)
Positivity (e.g. “Have a great day!”)
Assurances (e.g. “I love you.”)
Joint Activities (e.g. “See you Monday!”)

Friends:

Openness
Social Networks
Positivity
Joint Activities
Miscellaneous (Sign-offs, emoticons, etc.)

Romantic Partners:

Assurances
Openness
Positivity
Social Networks
Referring to cards, letters, or calls

This study illustrates that through the use of e-mail, we can continue to maintain our relationships when we are not face-to-face. What we communicate over e-mail, such as assurances or positivity, is similar to what we use to maintain our relationships when we are face-to-face with the person. The results indicate that our interactions over e-mail are not very different if we are near to or far away from the person.

What does this study’s finding say about our relationships? Perhaps what we are communicating illustrates what we value in that relationship. For example, we may maintain friendships and family relationships to talk about our everyday experiences. For our romantic partners, we seek to communicate the importance of our relationship through assurances and openness. From all of these relationships, we are seeking positivity and openness, among many other values. Nothing radical happening on e-mail compared to any other venue–just another venue upon which to share the human condition.

Johnson, A., Haigh, M., Becker, J., Craig, E., & Wigley, S. (2008). College Students’ Use of Relational Management Strategies in Email in Long-Distance and Geographically Close Relationships. Journal of Computer-Mediated Communication, 13, 381-404.

September 21, 2010September 27, 2010

How reality television is making you spill your guts online

By Guest Author Hannah Schultz

Somewhere, someone desperately aspires to be a cast member on “The Real Housewives of Orange County”. Another alters his/her hair and tan like the stars of “Jersey Shore” in hopes of earning a spot on the next season. Oh, to be the next quasi-famous reality star! Reality television has indisputably opened the doors for regular folk who want to attain celebrity-type fame.

But what do you do if you want the fame, but can’t get cast on the big screen? The Internet is the next best source, as many “YouTubers” have discovered. American consumers support these relatively new forms of entertainment simply by watching them. Recent research has shown a strong correlation between behaviors displayed on reality television and the way people interact on Internet sites. Yes, your weekly viewing of “The Bachelor” may cause your daily “status updates” on Facebook.

With a total of 452 online surveys of undergraduate communications students, researchers concluded that a direct correlation exists between reality television consumption and Internet behaviors. Specifically, reality television has normalized blurring the lines between privacy and public visibility. A greater acceptance of what some might call intrusiveness and/or openness has prevailed in the mind’s of many people, particularly those in Generation Y. Reality television as a whole exhibits a value system that associates visibility with success. Internet users mimic this behavior by sharing their lives on sites like Facebook and YouTube.

YouTube reconfirms the idea that non-celebrities can become famous if enough people view their video. This study offers evidence that those who are heavy consumers of reality television disclose more of their personal thoughts and feelings on their online forums. This doesn’t mean that because you watch “The Bad Girls Club” you will become a raging drama fiend. Instead, the evidence here indicates that you will probably partake in more Internet sites that allow you to either achieve fame or share your feelings with a broad audience.

There was a time when reality television was a fleeting phase, and Internet sites such as YouTube were just getting started. Reality television, whether it has a trashy reputation or not, has taught us that sharing your personal life with the world will get you attention, and that it is the normal thing to do. With over 95% of college students maintaining online site profiles, it seems America is awfully attention hungry.

Stefanone, M., & Lackaff, D. (2009). Reality television as a model for online behavior: Blogging, photo, and video sharing. Journal of Computer-Mediated Communication, 14, p.964-987.