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“Just Cast the Net, and Hopefully the Right Fish Swim into It”: Audience Management on Social Network Sites

Litt, Eden; Hargittai, Eszter (2016). “Just Cast the Net, and Hopefully the Right Fish Swim into It”: Audience Management on Social Network Sites. In: The ACM Conference on Computer Supported Cooperative Work and Social Computing (CSCW 2016), San Francisco, 27 February 2016 - 2 March 2016.



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Other titles: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.
Item Type:Conference or Workshop Item (Paper), refereed, original work
Communities & Collections:06 Faculty of Arts > Department of Communication and Media Research
Dewey Decimal Classification:700 Arts
Uncontrolled Keywords:Audience; privacy; imagined audience; audience management; audience-reaching strategies; social network sites.
Event End Date:2 March 2016
Deposited On:20 Feb 2018 14:47
Last Modified:20 Feb 2018 19:30
Publisher DOI:https://doi.org/dx.doi.org/10.1145/2818048.2819933