[Air-L] Research on "passive" social media use?

Dana Rotman danarot at gmail.com
Wed Nov 4 09:54:39 PST 2009


Low active participation rates do not necessarily entail low engagement rate
or users' reservations about participation. The question that perhaps should
be asked is about the level of participation and engagement.
Because YouTube was brought up as an example, I want to point out out study
of YouTube users and their perspective of participation which is
vastly different from what the story the participation metrics told us.

Rotman, D., Golbeck, J., Preece, J., 2009. The community is where the
rapport is - on sense and structure in the YouTube community. Proceedings of
the 4th International conference on communities and technologies, C&T'09.
ACM: New York.

~ Dana

Dana Rotman PhD candidate
University of Maryland iSchool


On Wed, Nov 4, 2009 at 12:25 PM, Anders Fagerjord <
anders.fagerjord at media.uio.no> wrote:

> Liesbeth,
> Passive use may be widespread, at least on some sites.
> In a study of online video sites, Cha et.al. found that users rated the
> video on only 0.22% of YouTube views, and commented on 0.16%. They cite a
> Reuters article that reports that Hitwise have found similar results: only
> .16% of visits to YouTube are video uploads, and .2% of Flickr visits are
> uploads. I have not been able to get my hands on any publication from
> Hitwise.
> Is this special for YouTube, Flickr, and other sites that the OfCom study
> named "User Generated Content sites" (and were not regarded social network
> sites), or can we expect similar numbers for Twitter, Facebook, etc.?
> Cha, Meeyoung, et al. "I Tube, You Tube, Everybody Tubes: Analyzing the
> World's Largest User Generated Content Video System." Proceedings from the
> Internet Measuremet Conference, San Diego, 2007. New York:  ACM, 2007. <
> http://portal.acm.org/citation.cfm?doid=1298306.1298309>
> Auchard, Eric. "Participation on Web 2.0 Sites Remain Weak". _Reuters.com_,
> 17. April, 2007. <
> http://www.reuters.com/article/internetNews/idUSN1743638820070418>
> --anders
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