Social Searching in Everyday Life

Social Monitoring in Everyday Life

Ericka Menchen-Trevino
Media, Technology, and Society


 Easer than ever to contribute online
– consequences (positive & negative)


 Why Social Bookmarking?
– online privacy is not just about SNS
– routine publishing


 Why Social Bookmarking?
– online privacy is not just about SNS
– routine publishing
 What is Social Bookmarking?
– del.icio.us


User URL

Tag

The ﬁve main clusters of interest based on the
Concept–Instance network
cote, provence, villa, azur, mas,
travel holiday, france, heritage vacation,
tourism,

business venture capital, enterprise, up, start,
venture, newspaper, capital, Segev,
pitango, vc
procrastination, info, advice, gtd,
free time life, notes, planning, daily, reading,
forums

sex hot, to, street, pictures, on,
photos, free, celeb, adult, lesbian

web design design, designer, webdesign, premium,
logo, logos, dreamweaver, templates,
best, good
Mika, P. (2007). Ontologies are us: A unified model of social networks and
semantics. Web Semantics: Science, Services and Agents on the World Wide
Web, 5(1), 5-15.


 What is privacy?
– “right to be left alone”
– open to reinterpretation during technological
change
– “an essential right”
 Surveillance (e.g. Lyon)
 Reputation (e.g. Solove)
 Data Protection


 Social Monitoring
– checking a social-networking site
– reading a person’s content stream
 blog, photos, bookmarks
– using a search engine to ﬁnd out what content is
available related to a particular person
 Networked Publics


 RQ 1: What are users’ perceptions of social
monitoring's relevance to social bookmarking?

 RQ 2: How are these perceptions enacted and
incorporated into social bookmarking
practices?


 Methods


 Methods
 One site, del.icio.us
– triangulation
– comparable experiences


 Methods
– triangulation
 In-depth interviews 16 del.icio.us users
– International
– different levels of experience with the site
– 10 bloggers


 Methods
– triangulation
– International
– 10 bloggers
 Content analysis of 289 user accounts
– random sample of active users


 Methods
– triangulation
– International
– 10 bloggers
 Content analysis of 289 user accounts
– random sample of active users
 Spring 2006


 Privacy not part of social bookmarking rhetoric
 Personal motivation for bookmarking
 Monitoring others
 Being monitored
– content limitations
 Linking from del.icio.us to blog/web site
 Linking from blog to del.icio.us


 There are many ways to connect an account
with one’s identity
– Name
 provide full name
 provide ﬁrst name
 use one’s ‘handle’
– Interpersonal and Group Sharing
 use a socially-constructed tag
 send or mention your account to others
– Web Sharing
 provide a link to web site
 provide a link from web site
 incorporate the content into web site


 Responses to Social Monitoring
– Limit the type of content posted publicly
– Manage connection with identity
– Cognitive management of social monitoring


 Conclusion
– awareness by contributors of social monitoring is
key
– contribution-based web sites should take steps to
increase user awareness of social monitoring
 Future Research
– longitudinal research: follow-up interviews & new
content analysis
– more work needs to be done to understand the
areas between public and private and how people
manage this networked public space


 Thank you!
 emt@northwestern.edu
 http://del.icio.us/erickaakcire/


 Best, S. J., Krueger, B. S., & Ladewig, J. (2006).
The polls- trends: Privacy in the information
age. Public opinion quarterly, 70(3), 375-401.
 Solove, D. J. (2007). The future of reputation:
gossip, rumor and privacy on the Internet.
Yale University Press.
 Lyon, D. (2001). Surveillance society. Open
University Philadelphia, Pa.

Social Searching in Everyday Life

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