Reasons for using social networks professionally André Calero Valdez, Anne Kathrin Schaar, Martina Ziefle
Agenda § Background information & motivation – Changes in working world – Social network services – a potential solution? – User-Centered Community Design § Study: “Influence of user diversity on usage motives for social media use” – Research questions – Sample – Central findings § Discussion, limitations, future work
The working world in an upheaval § Change from production to innovation – Knowledge as the central resource of todays economies § New working time models – Parental leave, – stay abroad – home office § Demographic change – Retirement of baby-boomer generation (shrinking workforce) – Missing of qualified employees – Lack of knowledge
The working world in an upheaval § Change from production Support of communication and networking facilities of a to innovation company as a central key for – Knowledge as the central resource of innovation the economy § New working time models Structures that are supporting networking independent from – Parental leave, time and location – stay abroad – home office Solutions to compensate the § Demographic change loss of knowledge – Retirement of baby-boomer Sustainable knowledge generation (shrinking workforce) storage, managements and – Missing of qualified employees exchange – Lack of knowledge
Social networks – a solution? Social network approaches Supports communication - Supports collaboration - Depict social structures - Intelligent knowledge storage - Successful private SNS - http://www.gsn-norderney.de/wp-content/uploads/soziale-netzwerke.jpg
Social networks – a solution? Social network approaches Are social network services a Supports communication - suitable tool to face the Supports collaboration - upheaval in the working Depict social structures - context? Intelligent knowledge storage - Successful private SNS - Is the social network approach transferable into the working context? http://www.gsn-norderney.de/wp-content/uploads/soziale-netzwerke.jpg
The approach of user-centered community design § The user-centered community design approach focuses on the influence of diversity aspects on…
The approach of user-centered community design § The user-centered community design approach focuses on the influence of diversity aspects on… – motivation to use – matching of incentives – usability and design criteria
The approach of user-centered community design § The user-centered community design approach focuses on the influence of diversity aspects on… – motivation to use – matching of incentives – usability and design criteria … to find out… – general design & usability criteria – relevant incentives & amplifier – usage motives
Study: “Influence of user diversity on usage motives for social media use”
Research questions + main focus RQ1: Do user diversity factors (age, gender, social media expertise, achievement motivation) influence the motives to use social media professionally? RQ2: Do user diversity factors influence the evaluation of motivational effects of social media tools ? RQ3: Do user diversity factors influence the evaluation of incentives and reinforcements ? RQ5: Does personality (FFM) influence the willingness to disclose data in different contexts? RQ6: Is there an impact of moderating variables on the willingness
Research design § Questionnaire study – Online survey – Independent variables • Age, gender, social media expertise (+number of contacts), level of achievement motivation (short version of AMI), number of contacts in social networks – Dependent variables • Motives to use social media professionally (information, importance, contact, self-portrayal, autonomy, feedback) • Social media tools as motivational effects (e.g. groups, chat function, personalized profile, etc.) • Incentives and reinforcements (gamification elements, feedback functions, gratifications, etc.)
The sample § N=84 § Age range: 16 to 58 § Bias to male participants: ( � = 31; � =58) § Job tenure: M= 14.8 years (SD=12.66) § Rather social media savvy sample
Results: Motives for professional social media use Mo'ves%to%use%Social%Media%% self;portrayal"" feedback" Mo'ves% contact" importance" autonomy" informa/on" 1" 2" 3" 4" 5" 6" Mean% Comparision of mean evaluation of motives to use social meida professionally on a six-point Likert-scale 1= totall confirmation to 6= total rejection)
Results: Impact of diversity factors on motivation Gender: no influence § Age: § – the older a person, the more important the motive importance Social Media Experience § – the more expertise, the more important the motives • importance, • information, • autonomy, • contact Number of contacts: § – The more contacts the less important the motive importance Achievement Motivation § – The higher the level of achievement motivation the more important the motive self-portrayal
Results: Impact of diversity factors on evaluation of tools 1 § Gender: – Women are evaluating email distribution lists more important than men § Age: – The older a person, the less important the tools, • forming groups • birthday lists • messaging, • Chat § Social Media Experience – the more expertise, the more important the tools, • birthday lists, • personal profile page, • upload of CV & business cards
Results: Impact of diversity factors on evaluation of tools 2 § Number of contacts: – The more contacts the less important the tools • birthday lists, • messaging, chat, • personal profile page, • upload of CV & business cards, • make contacts
Results: Impact of diversity factors on evaluation of tools 2 § Achievement Motivation – The higher the level of achievement motivation the more important the tool • forming groups • messaging • personal profile page • upload of CV & business cards • make contacts • privacy settings • mailing lists comments • posting articles • document upload • calendar • surveys • search
Results: Impact of diversity factors on evaluation of incentives 1 Age § – The older a person the less positive the evaluation of financial incentives Achievement motivation § – The higher the level of achievement motivation the more positive is the evaluation of the incentives and reinforcements • financial incentives • only positive feedback • virtual team competition • virtual badges and medals • unlock of additional functions • compensatory time of • constructive comments • thank you function • exchange points of awards • virtual favors
Results: Overview & Summary Gender: § – low influence on motivation to use social media
Results: Overview & Summary Gender: § – low influence on motivation to use social media Age: § – The older a person, the older the motive importance – The older a person, the less open to classical social media functions
Results: Overview & Summary Gender: § – low influence on motivation to use social media Age: § – The older a person, the older the motive importance – The older a person, the less open to classical social media functions Social media experience: § – The more expertise with social media, the more important the motives importance, information, autonomy, contact – Work-relevant facets of social media (forming groups, profile page, upload of CV and business card)are important
Results: Overview & Summary Gender: § – low influence on motivation to use social media Age: § – The older a person, the older the motive importance – The older a person, the less open to classical social media functions Social media experience: § – The more expertise with social media, the more important the motives importance, information, autonomy, contact – Work-relevant facets of social media (forming groups, profile page, upload of CV and business card)are important Number of contacts in SNS: § – The more contacts in SNS the more positive the evaluation of social media tools – Them ore contacts the lower the importance of the motive importance
Results: Overview & Summary Gender: § – low influence on motivation to use social media Age: § – The older a person, the older the motive importance – The older a person, the less open to classical social media functions Social media experience: § – The more expertise with social media, the more important the motives importance, information, autonomy, contact – Work-relevant facets of social media (forming groups, profile page, upload of CV and business card)are important Number of contacts in SNS: § – The more contacts in SNS the more positive the evaluation of social media tools – Them ore contacts the lower the importance of the motive importance AMI: § – The higher a persons level of achievement motivation the more open to most social media tools and presented incentives – The higher the level of achievement motivation the higher the motive self-portrayal
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