How Social are Social News Sites? Exploring the Motivations for Using Reddit.com
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1 How Social are Social News Sites? Exploring the Motivations for Using Reddit.com Toine Bogers 1,2 & Rasmus Nordenhoff Wernersen 3 1 Aalborg University Copenhagen 2 Royal School of Library & Information Science, University of Copenhagen 3 The Administrative Library, Copenhagen CIS brown bag lunch talk September 12, 2014
2 Bibliotek.dk Social news site, where people submit, discuss, and vote for stories
3 Bibliotek.dk Active discussions on nearly any topic imaginable Social news site
4 Bibliotek.dk Subreddits are communities focused on a specific topic
5 Bibliotek.dk Requesting favors from other redditors (= Reddit users)
6 Bibliotek.dk Celebrities & politicians answer questions on Ask Me Anything
7 Bibliotek.dk Explaining complex issues like one would to a five-year-old
8 Outline Introduction Related work Methodology - Framework of motivational factors - Survey creation & deployment Results Discussion & conclusions 8
9 Introduction Social news sites allow users to submit, discuss, and vote on news stories and websites - Popular alternative to online newspapers was 68th most popular website in the world in January 2014 according to Alexa But what motivates users to participate on social news sites? - Is it the power to help determine which stories make it to the front page? - Or the possibility to contribute news stories? - Or perhaps the social aspect of connecting and discussing with like-minded users? 9
10 Contributions of this work 1. Comprehensive literature review of motivations for online user participation 2. Organization of motivational factors into coherent framework 3. Empirical validation of framework through survey deployed on Reddit.com 10
11 Related work Motivations for participating on social news sites - Lerman (2007) and Halavais (2009) analyzed posting dynamics on Digg.com - Found that positive feedback and recognition was important for continued participation; weak ties were more valuable for this than friendship relations Other relevant fields of study - Social media (e.g., social networks like Facebook) - Online communities (e.g., mailing lists) - Online collaboration (e.g., Wikipedia) - Social psychology & sociology (e.g., Milgram) - Behavioral economics (e.g., Maslow) 11
12 Motivational framework We constructed our motivation framework as follows - Collected a set of 55 snippets and quotes from the reviewed literature - Paired card-sorting to group snippets into 26 motivational factors - Further grouping identified seven mid-level categories - Final grouping produced four top-level categories Personal (P) Social (S) Informational (I) Website characteristics (W) 12
13 Motivational framework Personal Social Informational Website characteristics Self-promotion & reputation Recreation Friendship Community Consumption Exchange Self-promotion P.1 Curiosity P.6 Social filtering S.1 Trust S.5 Information consumption I.1 Information quantity I.4 Functionality W.1 Social exchange P.2 Entertainment P.7 Presence of friends S.2 Socializing S.6 Information quality I.2 Debating I.5 Chatting W.2 Reputation P.3 Procrastination P.8 Following friends S.3 Group identity S.7 Shopping I.3 Information sharing I.6 Credibility W.3 Status P.4 Making new friends S.4 Group size S.8 Usability W.4 Personal growth P.5 13
14 Survey development Empirical validation of motivation framework through a survey Survey consisted of six parts - Activity level Reddit user profile, active voting/commenting/posting behavior? - Four parts, corresponding to each of the four top-level categories Questions corresponding to each of the 26 factors Open comment fields were included after each of these five parts - Demographics Gender, age, country of origin 14
15 Survey deployment Survey deployed on Reddit.com - Most popular social news site 3.4 billion page views in August 2012 Request for survey participation posted to relevant subreddits - Very active removal of off-topic posts from subreddits - Posted to five subreddits with ~120,000 subscribers Assistance, Favors, SampleSize, Self, and SocialMedia responses in a two-week period 97% of respondents answered within 5 days 15
16 Results: Demographics Australia! 2%! Other! 15%! UK! 6%! Country of origin! > 45 yrs! 3%! yrs! 6%! Age! Canada! 12%! US! 65%! yrs! 32%! < 24 yrs! 59%! N = 279 Distribution very similar to 2011 survey of 32,756 Reddit users 16
17 Results: Activity levels Posting! Lurker! 15%! Active! 12%! Casual! 73%! Commenting! Lurker! 14%! Casual! 49%! Active! 37%! Lurker! 8%! Casual! 22%! Voting! Active! 70%! N = 282 Based on work by Nonnecke & Preece (2000), Reddit users in our survey are more active than expected still good generalizabilty 17
18 Debating Information consumption (I.5)! (I.1)! Functionality (W.1)! Social exchange (P.2)! Shopping (I.3)! Results: Information quality (I.2)! Framework validation Functionality (W.1)! Social exchange (P.2)! Credibility (W.3)! Group identity (S.7)! Socializing (S.6)! Credibility (W.3)! Group identity (S.7)! Entertainment Socializing (S.6)! (P.7)! Self-promotion Curiosity (P.6)! (P.1)! Information quantity Trust (S.5)! (I.4)! Information Procrastination sharing (P.8)! (I.6)! Group Usability size (W.4)! (S.8)! Social Debating filtering (S.1)! (I.5)! Information consumption Reputation (P.3)! (I.1)! Presence Shopping of friends (S.2)! (I.3)! Information Personal growth quality (P.5)! (I.2)! Making Functionality new friends (W.1)! (S.4)! Social exchange Chatting (W.2)! (P.2)! Credibility Status (W.3)! (P.4)! Following Group identity friends (S.7)! (S.3)! Self-promotion (P.1)! Information sharing Trust (S.5)! (I.6)! Group size (S.8)! Social filtering (S.1)! Reputation (P.3)! Presence of friends (S.2)! Personal growth (P.5)! Making new friends (S.4)! Chatting (W.2)! Status (P.4)! Following friends (S.3)! Socializing (S.6)! Self-promotion (P.1)! Information sharing Trust (S.5)! (I.6)! Group size (S.8)! Social filtering (S.1)! Reputation (P.3)! Presence of friends (S.2)! Personal growth (P.5)! Making new friends (S.4)! Chatting (W.2)! Status (P.4)! Following friends (S.3)! Strongly agree! Agree! Neutral! Disagree! Strongly disagree! Strongly agree! Agree! Neutral! Disagree! Strongly disagree! 18
19 Results: Strong motivating factors Entertainment (P.7)! Curiosity (P.6)! Information quantity (I.4)! Procrastination (P.8)! Usability (W.4)! Top five factors all have a median score of 5 ( Strongly agree ) Debating Information consumption Shopping Information quality (I.5)! (I.1)! (I.3)! (I.2)! Functionality (W.1)! Social exchange (P.2)! Credibility (W.3)! Group identity (S.7)! Strongly agree! Agree! Neutral! Disagree! Strongly disagree! 19
20 Results: Strong motivating factors Entertainment (P.7)! Curiosity (P.6)! Information quantity (I.4)! Procrastination (P.8)! Usability (W.4)! It cures my boredom. I use Reddit to procrastinate. Debating Information consumption Shopping Information quality (I.5)! (I.1)! (I.3)! (I.2)! I use reddit because it is fun. Functionality (W.1)! I don't really use it for a social factor. It's more entertainment. Social exchange (P.2)! Credibility (W.3)! Group identity (S.7)! Strongly agree! Agree! Neutral! Disagree! Strongly disagree! Reddit seems to trigger in my brain the release of positive chemicals. I seem to use it much like a smoker would a cigarette. 20
21 Results: Strong motivating factors Entertainment (P.7)! Curiosity (P.6)! Information quantity (I.4)! Procrastination (P.8)! Usability (W.4)! Debating (I.5)! I like how simple it is for a noob like me to use. Seriously, that s an accomplishment. Information consumption (I.1)! Shopping (I.3)! Information quality (I.2)! Functionality (W.1)! Social exchange (P.2)! Credibility (W.3)! I enjoy the wide range of content, it keeps me entertained for much longer than a site dedicated to a single type of content. Group identity (S.7)! Strongly agree! Agree! Neutral! Disagree! Strongly disagree! 21
22 Results: Strong motivating factors Entertainment (P.7)! Curiosity (P.6)! Information quantity (I.4)! Procrastination (P.8)! Usability (W.4)! Debating (I.5)! Information consumption (I.1)! Shopping (I.3)! Information quality (I.2)! Functionality (W.1)! Social exchange (P.2)! Next seven factors have a median score of 4 ( Agree ) Credibility (W.3)! Group identity (S.7)! Strongly agree! Agree! Neutral! Disagree! Strongly disagree! 22
23 Results: Strong motivating factors Entertainment (P.7)! Curiosity (P.6)! Information quantity (I.4)! Procrastination (P.8)! Usability (W.4)! I use it to get the world news. Reddit is my newspaper. With 19 million users (I think) there's almost no news story that doesn't have an eyewitness on reddit. The difference between reading what a reporter who showed up after the fact wrote and somebody who can honestly say, I was there... is very powerful. Debating (I.5)! Information consumption (I.1)! Shopping (I.3)! Information quality (I.2)! Functionality (W.1)! Social exchange (P.2)! Credibility (W.3)! Group identity (S.7)! Strongly agree! Agree! Neutral! Disagree! Strongly disagree! I use Reddit to follow niche news- news about things that are important to me but aren't important enough to a wide enough audience for the stories to end up in mainstream channels. 23
24 Results: Strong motivating factors Entertainment (P.7)! Curiosity (P.6)! Information quantity (I.4)! Procrastination (P.8)! Usability (W.4)! The customization, specifically the idea of subreddits and smaller communities about specific topics, is the largest reason why I use Reddit. Debating Information consumption (I.5)! (I.1)! Shopping (I.3)! Information quality (I.2)! Functionality (W.1)! Social exchange (P.2)! Credibility (W.3)! Group identity (S.7)! At least it's not Fox News. I am very glad I can customize it so that subreddits I find very distasteful and offensive never show up and are in no way a part of my online experience. Strongly agree! Agree! Neutral! Disagree! Strongly disagree! 24
25 Results: Weak motivating factors Socializing (S.6)! Self-promotion (P.1)! Trust (S.5)! Information sharing (I.6)! Group size (S.8)! Social filtering (S.1)! Reputation (P.3)! Presence of friends (S.2)! Personal growth (P.5)! Making new friends (S.4)! Chatting (W.2)! These factors have a median score of 2 or lower ( Disagree or Strongly disagree ) Status (P.4)! Following friends (S.3)! Strongly agree! Agree! Neutral! Disagree! Strongly disagree! 25
26 Results: Weak motivating factors Socializing (S.6)! Self-promotion (P.1)! Information sharing Trust (S.5)! (I.6)! Group size (S.8)! I use Reddit when I am avoiding thinking about things which I know need addressing. It s a terrible coping mechanism and I was a better person five years ago before I ever knew it existed. Social filtering (S.1)! Reputation (P.3)! Presence of friends (S.2)! Personal growth (P.5)! Making new friends (S.4)! Chatting (W.2)! Status (P.4)! Following friends (S.3)! I don't post comments that often nor do I post my views on certain subjects. I'm afraid of being downvoted, it makes me feel bad. I'm also afraid of people being rude or belittling me. Strongly agree! Agree! Neutral! Disagree! Strongly disagree! 26
27 Results: Weak motivating factors Socializing (S.6)! Self-promotion (P.1)! Trust (S.5)! Information sharing (I.6)! Group size (S.8)! Social filtering (S.1)! Reputation (P.3)! Presence of friends (S.2)! Personal growth (P.5)! Making new friends (S.4)! Chatting (W.2)! Status (P.4)! Following friends (S.3)! Strongly agree! Agree! Neutral! Disagree! Strongly disagree! 27
28 Results: Weak motivating factors Socializing (S.6)! Self-promotion (P.1)! Trust (S.5)! Information sharing (I.6)! Group size (S.8)! I don t have any social motivations for using Reddit. If anything my experience with Reddit regarding social interaction has been negative. Reddit fills holes that my real-life friends can t fill because they re not interested in all the same things I am. Social filtering (S.1)! Reputation (P.3)! Presence of friends (S.2)! Personal growth (P.5)! Making new friends (S.4)! Reddit is not welcoming, it does not feel like a group. It is very judgmental and I rarely feel comfortable. Chatting (W.2)! If my friends became active Redditors I would become less inclined to use the site. Status (P.4)! Following friends (S.3)! Strongly agree! Agree! Neutral! Disagree! Strongly disagree! I like Reddit specifically because nobody I know uses it. 28
29 Discussion People use Reddit to be entertained! - Recreational value combined with the customization possibilities and the amount of information on Reddit are valued most by its users So how social are social news sites? Answer: not very! - Social motivators consistently valued as (relatively) unimportant Especially true for friendship-related factors Difference between online newspapers and social news sites due to influence over reception and placement of news stories - Massive effort put into all kinds of social features might be misguided... 29
30 Discussion Possible caveat - Survey participants were more active than should be expected! - Lurkers are most likely underrepresented in our survey - However, social features require the most effort of all factors Lurkers are probably even less likely to be motivated by social factors! Future work - Thorough content analysis of the comments collected - Triangulation of our findings by crawling interaction data for 86 participants who allowed their Reddit activity to be crawled 30
31 Collaboration possibilities Reddit contains an enormous amount of information - On any topic imaginable From World news & Politics to Teaching & HowTo to Ghostbusters & Socialist art - Often with thriving community discussion My current Reddit crawler which could be used to - Crawl entire discussions - Crawl public personal history Come talk to me if working with this (large amount) of data sounds interesting! 37
32 Questions? Comments? Suggestions? 31
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