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Users and Nonusers: Interactions between Levels of Facebook Adoption and Social Capital

This research explores the differences between Facebook users and non-users, as well as the distinctions between heavy and light users. It examines factors such as age, social capital, Facebook usefulness, and reasons for not joining Facebook. It also discusses the importance of active engagement with the site and suggests improvements to enhance users' literacy and engagement.

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Users and Nonusers: Interactions between Levels of Facebook Adoption and Social Capital

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  1. Users and Nonusers: Interactions between Levels ofFacebook Adoption and Social Capital Cliff Lampe (@clifflampe) Jessica Vitak (@jvitak) Nicole Ellison (@nicole_ellison) #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  2. In what ways are Facebook users and non-users different, and how are heavy users distinct from light users? #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  3. Technology Adoption “…in general, the disparity in effort and benefit works against acceptance in many situations.” (Grudin, 1994) Flickr: ciaoamore

  4. Method • Random sample of 2150 non-faculty university staff • 614 responses (29% response rate) • 134 participants were non-users (22% of sample) • Instrument included validated scales & open-ended item (for non-users) #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  5. Binary logistic regression (predicting use of Facebook) revealed differences in: • Age • Bonding Social Capital • Facebook Usefulness • No differences in sex, ethnicity, education, weekly Internet use, Internet efficacy, self-esteem, or bridging social capital In what ways are Facebook users and non-usersdifferent? #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  6. Social Capital Flickr: HarlanH

  7. Facebook Usefulness Flickr: CapCase

  8. Time: “I believe it is a huge waste of time and it takes away from productivity in the workplace.” • Impersonal: “I prefer talking face to face or on the phone. My personal friends deserve a private conversation.” • Privacy concerns:“Even with the privacy guards in place, people can stalk you from your friends’ sites.” • Context collapse: “too much overlap between work and personal life on Facebook” • Lack of interest: “[I] don't see how it could add value to my life.” What are non-users’ reasons for not joining Facebook? #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  9. How are heavy users distinct from light users? Interaction on Site Time on Site Network Composition #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  10. Signals of Relational Investment Flickr: Spencer77

  11. Actual Friends #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  12. ANOVA Findings: Age Age #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  13. ANOVA Findings: Facebook Usefulness Facebook Usefulness #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  14. ANOVA Findings: Bridging Social Capital Bridging Social Capital #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  15. ANOVA Findings: Bonding Social Capital Bonding Social Capital #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  16. Discussion • Membership does not appear sufficient to garner benefits associated with use of SNSs • Users must actively engage with the site & their network to reap rewards • Unpacking reasons why some people choose to forgo using the site #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  17. Take aways Usefulness is an important frame by which non-users of Facebook express their motivations. How one uses Facebook is strongly associated with social capital outcomes. #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  18. Moving forward What features or social processes can Facebook implement to improve users’ literacy and site engagement? #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  19. Thanks! Please address all questions to the intimidating Superman-lookalike in the audience. He won’t bite. Probably not, at least. This research was funded in part by NSF Grant #0916019: HCC: Small: The role of social network sites in facilitating collaborative processes. #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

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