What is Social Media and What Questions Can Social Media Research Help Us Answer

Chapter Overview

• Authors: Lori McCay-Peet and Anabel Quan-Haase

• Focus: Defines social media, its historical context, categorization frameworks, and research implications.

• Content Outline:

  • Evolution of the term "social media" with academic usage rising since the mid-2000s.

  • Various frameworks for categorizing social media applications.

  • Key research questions explored in social media scholarship.

  • Methodological and ethical considerations unique to social media research.

  • Framework for understanding social media adoption and use.

Introduction

• Significance of Social Media:

  • Integral to daily life with substantial economic, political, and societal effects.

  • Rapid global adoption highlights the importance of studying social media.

  • Definition of social media is contested, varying by context and tools used.

Data Insights

• User Engagement Statistics:

  • 70% of Facebook users log in daily; 45% multiple times a day (Pew Research, 2015).

  • 52% of online adults use two or more social media platforms.

Research Opportunities

• Multidisciplinary Research Potential:

  • Social media provides rich data for diverse academic fields (health sciences, sociology, political science).

  • Ethical and data representation issues due to the digital divide; not all social groups are equally represented.

• Big Data Characteristics:

  • Defined by the 3Vs: volume, velocity, variety.

  • Calls for mixed-method approaches incorporating both big data and qualitative insights.

Defining Social Media

• Challenges in Definition:

  • Definitions are evolving and context-specific.

  • Conceptually related to terms like Social Networking Sites (SNS) and Online Social Networks (OSN).

• Historical Context:

  • Initial growth of SNS began around 2003 with platforms like MySpace and Facebook.

  • Shift from "social networking sites" to broader "social media" terminology post-2008.

Categories of Social Media

• Proposed Typologies:

  • Arora's five cultural dimensions: utilitarian, aesthetic, context-driven, play-driven, value-driven.

  • Grahl's six categories: social networking, bookmarking, social news, media sharing, microblogging, blogs and forums.

Research Questions from Social Media

• Methodological Considerations:

  • Challenges in obtaining specific data sets; ethical issues around privacy and consent.

• Types of Research Questions:

  1. Social Media Use: Examines behavior and interactions on platforms.

  2. Social Phenomena Understanding: Uses social media data to enrich academic inquiry.

Framework for Analysis

• Seven Elements of Social Media Engagement:

  1. Presentation of Self: Crafting digital identity.

  2. Action and Participation: User activities like posting or sharing.

  3. Uses and Gratifications: Motivations for engagement.

  4. Positive/Negative Experiences: Emotional responses to usage.

  5. Usage and Activity Counts: Patterns in user engagement metrics.

  6. Social Context: Underlying social structures influencing interaction.

  7. Platform Characteristics: How specific features impact user behavior.

Conclusion

• Broad Definition: Social media as web-based services facilitating collaboration, connection, and user-generated content.

• Future Directions: Critical need for ethical standards and best practices in social media research to address biases and protect user privacy.

Acknowledgements

• Acknowledges reviewers and funding from SSHRC Insight Grant No. R3603Al3.

References

• A selection of cited works discussing social media definitions, research, and methodologies.

Chapter Overview

Authors: Lori McCay-Peet and Anabel Quan-HaaseFocus: This chapter defines social media, providing a rich historical context, outlining categorization frameworks, and discussing the implications for research.

Evolution of Social Media

The term "social media" has evolved significantly, particularly with the academic usage of the term rising sharply since the mid-2000s. This shift reflects the rapid integration of social media into everyday life and its consequential impact across various spheres. Historically, a key transition occurred as the initial growth of social networking sites (SNS) began around 2003 with platforms like MySpace and Facebook, marking the inception of a new way of communicating and sharing online. However, by post-2008, the terminology shifted from simply "social networking sites" to a broader conception of "social media," encapsulating an array of tools and platforms that facilitate user interaction and content sharing.

Significance of Social Media

Social media has become integral to daily life, influencing economic, political, and societal contexts. The rapid global adoption underscores the necessity for scholarly inquiry into its effects and implications. Definitions of social media are often contested and can vary widely depending on the specific context and the tools being referenced. Current statistics illustrate user engagement at unprecedented levels; notably, research from Pew Research in 2015 found that 70% of Facebook users log in daily, while 45% do so multiple times each day. Additionally, it was noted that 52% of online adults utilize two or more social media platforms, illustrating the ubiquitous nature of these services in modern society.

Research Opportunities and Ethical Considerations

The multidisciplinary potential of social media research is vast, as it generates rich data applicable across various academic fields, including health sciences, sociology, and political science. However, significant ethical considerations arise from issues related to data representation; not all social groups are adequately represented in digital datasets, which can perpetuate biases and inequities. The characterization of big data in social media is often defined by the three Vs: volume, velocity, and variety, indicating the large-scale and rapid nature of data that researchers must navigate. This landscape calls for mixed-method approaches that harmoniously incorporate big data analytics alongside qualitative insights to provide a fuller understanding of user behaviors and motivations.

Framework for Analysis and Future Directions

To effectively analyze social media engagement, seven essential elements are proposed: the presentation of self, action and participation, uses and gratifications, positive/negative experiences, usage and activity counts, social context, and platform characteristics. These elements serve as critical lenses through which researchers can examine user interactions and experiences. Furthermore, the conclusion underscores a broad definition of social media as web-based services that promote collaboration, connection, and user-generated content, highlighting the ongoing need for ethical standards and best practices in social media research. Addressing these factors will be crucial in mitigating biases and protecting user privacy in future studies.

Acknowledgements

The authors acknowledge the valuable contributions of reviewers and the support received from SSHRC Insight Grant No. R3603Al3.

References

A selection of cited works provides a foundation for discussions surrounding social media definitions, research, and methodologies.