Just Cast the net, and hopefully the right fish swim into it": Audience management on social network sites

Eden Litt, Eszter Hargittai

Research output: Chapter in Book/Report/Conference proceedingConference contribution

14 Scopus citations

Abstract

When users post on social network sites, they can engage in audience-reaching strategies, in an effort to reach desired audience members, as well as audience-limiting strategies, in an effort to avoid unwanted audience members. While much research has focused on users' audience-limiting strategies, little research has explicitly focused on users' audience-reaching strategies. Additionally, little work has explored either strategy at the post level. Using mixed methods involving a diary study and follow-up interviews focused on a diverse group of users' posts, this article reveals several audiencereaching strategies users engaged from altering their content to tagging. However, users in this study rarely used strategies to exclude people proactively and technologically outside of their targeted audiences, and instead broadcasted widely. Participants described several rationales for sharing broadly from skill-related issues to a reliance on the audience or site to filter the content.

Original languageEnglish (US)
Title of host publicationProceedings of the 19th ACM Conference on Computer-Supported Cooperative Work and Social Computing, CSCW 2016
PublisherAssociation for Computing Machinery
Pages1488-1500
Number of pages13
ISBN (Electronic)9781450335928
DOIs
StatePublished - Feb 27 2016
Event19th ACM Conference on Computer-Supported Cooperative Work and Social Computing, CSCW 2016 - San Francisco, United States
Duration: Feb 27 2016Mar 2 2016

Publication series

NameProceedings of the ACM Conference on Computer Supported Cooperative Work, CSCW
Volume27

Other

Other19th ACM Conference on Computer-Supported Cooperative Work and Social Computing, CSCW 2016
CountryUnited States
CitySan Francisco
Period2/27/163/2/16

Keywords

  • Audience
  • Audience management
  • Audience-reaching strategies
  • Imagined audience
  • Privacy
  • Social network sites

ASJC Scopus subject areas

  • Software
  • Human-Computer Interaction
  • Computer Networks and Communications

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