TO FOSTER RECIPROCAL RELATIONSHIPS Jennifer Kim FB birthday wishes How we can make the best use of FB bday wishes in a way to foster reciprocal communications Three types of ID: 381904
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use OF FB BIRTHDAY WISHES TO FOSTER RECIPROCAL RELATIONSHIPS
Jennifer KimSlide2
FB birthday wishes How we can make the best use of FB b-day wishes in a way to foster reciprocal communications?Slide3
Three types of communications on FB[Burke 2011]
Directed communication with individual friends
Personal one-on-one exchanges
Wall posts, synchronous chat, inline comments, like button, and photo tagging
Passive consumption of social news feed
Broadcasting via status messageSlide4
Importance of reciprocal communicationAmong these three types of communications, only reciprocal communications affect to bridging social capitals on Facebook [Burke 2011]Slide5
WHY?Only reciprocal communication implies allowing acquaintances to call on each other for help.Content is likely to be rich to strengthens relationships.Reciprocal communication is a signal of the importance of relationship.
[Burke 2011]Slide6
Reciprocal communication People have reciprocal communication with a much smaller set (5-7) of people among a moderate number of friends (120). [Marlow 2009]Slide7
FB Birthday wishesOne of the most important days people get a lot of messages from friends. A potential for expanding reciprocal communications that impact bridging social capital. Slide8
Problems of FB Birthday wishesoverload messages [Jones 2004]
superficial and monolithic content of happy birthday messages
seem to prevent effective reciprocal communications.Slide9
Gift-giving TheoryTheoretical analysis of the gift-giving process [Mauss 1954]Giving, receiving, and reciprocatingFeelings of obligation to reciprocate
“A
person who gives a gift is escalated to a position of superiority until the recipient reciprocates the action of giving, thus reestablishing equal status
.”
Balanced reciprocity [
Sahlins
1972]
Obligation to return a gift in a way to
balance "
benefits” between
parties Slide10
Gift-giving Theory applied in Computer Mediated CommunicationSMS as a gift [Taylor 2002]
Facebook poking
[
Golder
2007]
“
virtual intimate object” (a
desktop
-based poking tool
for
romantic
couples
)
[
Kaye
2005]
What kinds of FB birthday messages would foster
obligation to reciprocate communications
?Slide11
What causes reciprocal communication?Factors that increase likelihood of reply [Burke 2009]Self-disclosing introductions
Personal connection to the topic of discussion
Making requests
Requests and questions are calls to actionSlide12
What kinds of FB b-day wishes would foster obligation to reciprocate communications?H1. Disclosing personal story in birthday day wishes will foster reciprocal communication. H2. Questions in birthday day wishes will
foster reciprocal communication.
H3. Facebook real gift-giving feature for birthday day wishes will
foster
reciprocal communication. Slide13
Study planQuantitative methodFacebook applicationGet all wall post and private messages people got from friendsCategorize the messages based on the intensity of reciprocity
Like button, number of comments, another wall post to friend’s wall etc.
Qualitative method
Follow-up interview
Ask people if there is any off-line reciprocal communication (phone call,
sms
, face to face meeting) happened because of FB birthday wishes. Slide14
Design Implication Based on this findings suggest how we can make the best use of FB birthday wishes in a way to foster building reciprocal relationships.Slide15
Thank you