Are we getting it right?Social media users’ views onsocial media researchKelsey Beninger, Alexandra Fry & Natalie Jago
TheContext1
Mind the Gap! Obligation to act ethically in research usingsocial media Unclear and rigid principles of good practice U...
Research ObjectivesTo understand… What social media sites people use, and how What people think about how information is...
Methodology2
Methodological ApproachQualitative research using British Social Attitudes 29 sampleFocus group participants grouped acc...
FieldworkWhat wehaveachieved so far 2 focus groups1. Mixed users2. Low/medium users 4 interviews with medium/highusers8W...
Conducting the GroupsTopic guidesHow people use social mediaWhat they know about who can look at and use theirinformatio...
PreliminaryFindings3
Emerging ThemesAwarenessand UnderstandingManaging OnlineBehavioursEthicsof Social Media ResearchQuality of Social Media Re...
Awareness & Understanding@Data ownershipLarge variation in understanding of who owns what. Open access- ‘once it’s online...
Awareness & UnderstandingOnline privacy People span a continuum of awareness of onlineprivacy Some people make deliberat...
Managing Online BehavioursPeople use a wide range of sites for a variety of reasons Purpose (social, work, interests ) I...
Ethics of Social MediaResearchAnonymityConsistent view that names should always beprotected in the report findingsHowever...
Ethics of Social MediaResearchConsentDependent on 3 main factors:PlatformType of information (text, photos, videos)Cont...
I publish things ontwitter for other peopleto read, its slightlydifferent than usingFacebookWhat participants said
Ethics of Social MediaResearchConsentDependent on 3 main factors:PlatformType of information (text, photos, videos)Cont...
If you write something,anyone could havewritten it, but with apicture they know its youWhat participants said
Ethics of Social MediaResearchConsentDependent on 3 main factors:PlatformType of information (text, photos, videos)Cont...
Your views on the Olympicgames, at the end of theday are general, quitegeneric. but if its sexual,political youve got to b...
Acceptance of social media researchdependent on purpose:Aims of researchProfit vs. not for profitEthics of Social MediaR...
Quality of Social MediaResearchCriticisms about rigour of social media researchOnline favours extreme viewsOnline person...
Quality issue, yes. Do Ihave a problem with peoplelooking at it? No, if youredaft enough to put it upthere and out there a...
Quality of Social MediaResearchCriticisms about rigour of social media researchOnline favours extreme viewsOnline person...
You’re getting twoextremes but areyou getting themiddle ground?What participants said
Quality of Social MediaResearchCriticisms about rigour of social media researchOnline favours extreme viewsOnline person...
What data are youeven using- Are youusing me, or myonline persona?What participants said
Implications & What’sNext?4
Questions to Consider so FarAppropriateness of social media for researchSome clearly expect to be asked to give consenta...
What’s Next?•Online focus groups•Full analysis & report•Future dissemination plans Social Media Week: 23-27 Sept Article...
Thank you forlisteningAny Questions?
Are we getting it right? Social media users' views on social media research
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Are we getting it right? Social media users' views on social media research

Presentation by Gareth Morell of NatCen at 3rd Annual Social Media in Social Research Conference 24th June 2013
Published on: Mar 3, 2016
Published in: Business      Technology      
Source: www.slideshare.net


Transcripts - Are we getting it right? Social media users' views on social media research

  • 1. Are we getting it right?Social media users’ views onsocial media researchKelsey Beninger, Alexandra Fry & Natalie Jago
  • 2. TheContext1
  • 3. Mind the Gap! Obligation to act ethically in research usingsocial media Unclear and rigid principles of good practice Useful moral theory and ethical guidelines Knowledge gap: flexible application anduser’s perspectives
  • 4. Research ObjectivesTo understand… What social media sites people use, and how What people think about how information is used and sharedonlineTo explore… Views on their information being used by researchers The perceived benefits and harms of using social media forresearch purposesTo contributeto wider discussionson Ethical principles of using information from social media forresearch, informed by the views of users
  • 5. Methodology2
  • 6. Methodological ApproachQualitative research using British Social Attitudes 29 sampleFocus group participants grouped according to level of social mediausageVariation within each group with respect to: How they use social media (posting and/or viewing content) Age Gender Ethnicity7LOW:use social mediaonce a week; lessthan once a weekMEDIUM:use socialmedia once a day;several times a weekHIGH:use socialmedia severaltimes a day
  • 7. FieldworkWhat wehaveachieved so far 2 focus groups1. Mixed users2. Low/medium users 4 interviews with medium/highusers8What weplan next 2 online groups No geographical restrictions Different responses Flexibility
  • 8. Conducting the GroupsTopic guidesHow people use social mediaWhat they know about who can look at and use theirinformationViews on the ethics of online research using social mediaKey messages for the research communityVignettesStimulate thinkingHelp participants to discuss research topic more deeply
  • 9. PreliminaryFindings3
  • 10. Emerging ThemesAwarenessand UnderstandingManaging OnlineBehavioursEthicsof Social Media ResearchQuality of Social Media Research
  • 11. Awareness & Understanding@Data ownershipLarge variation in understanding of who owns what. Open access- ‘once it’s online, it’s not yours’ Social media platforms own data Individual ownership of the data
  • 12. Awareness & UnderstandingOnline privacy People span a continuum of awareness of onlineprivacy Some people make deliberate choices but aware ofother’s who are less informed@
  • 13. Managing Online BehavioursPeople use a wide range of sites for a variety of reasons Purpose (social, work, interests ) Information types (photo, text, video)Managing behaviours depends on: How identifiable they are Personal sensitivity of informationConcerns behind managing behaviour Reputational: professional, personal Criminal: identity theft, fraud, online stalking, grooming
  • 14. Ethics of Social MediaResearchAnonymityConsistent view that names should always beprotected in the report findingsHowever…The degree of anonymity, i.e. the use of direct quotes,twitter handles, identifying characteristics etc varied ona number of factors.
  • 15. Ethics of Social MediaResearchConsentDependent on 3 main factors:PlatformType of information (text, photos, videos)Content of information (i.e. research topic)
  • 16. I publish things ontwitter for other peopleto read, its slightlydifferent than usingFacebookWhat participants said
  • 17. Ethics of Social MediaResearchConsentDependent on 3 main factors:PlatformType of information (text, photos, videos)Content of information (i.e. research topic)
  • 18. If you write something,anyone could havewritten it, but with apicture they know its youWhat participants said
  • 19. Ethics of Social MediaResearchConsentDependent on 3 main factors:PlatformType of information (text, photos, videos)Content of information (i.e. research topic)
  • 20. Your views on the Olympicgames, at the end of theday are general, quitegeneric. but if its sexual,political youve got to becarefulWhat participants said
  • 21. Acceptance of social media researchdependent on purpose:Aims of researchProfit vs. not for profitEthics of Social MediaResearch
  • 22. Quality of Social MediaResearchCriticisms about rigour of social media researchOnline favours extreme viewsOnline personas are inflated/refinedYields poor quality data & an ‘inaccurate’ depiction?
  • 23. Quality issue, yes. Do Ihave a problem with peoplelooking at it? No, if youredaft enough to put it upthere and out there andyouve got it to say thencertainlyWhat participants said
  • 24. Quality of Social MediaResearchCriticisms about rigour of social media researchOnline favours extreme viewsOnline persona’s are inflated/refinedYields poor quality data & an ‘inaccurate’ depiction?
  • 25. You’re getting twoextremes but areyou getting themiddle ground?What participants said
  • 26. Quality of Social MediaResearchCriticisms about rigour of social media researchOnline favours extreme viewsOnline persona’s are inflated/refinedYields poor quality data & an ‘inaccurate’ depiction?
  • 27. What data are youeven using- Are youusing me, or myonline persona?What participants said
  • 28. Implications & What’sNext?4
  • 29. Questions to Consider so FarAppropriateness of social media for researchSome clearly expect to be asked to give consentand to not be identifiableUnclear whether people’s views are a result of aplatform or because of nature of the contentWide range of understanding and awareness somake no assumptions
  • 30. What’s Next?•Online focus groups•Full analysis & report•Future dissemination plans Social Media Week: 23-27 Sept Articles: SRA September Newsletter Blogs: NSMNSS, NatCen
  • 31. Thank you forlisteningAny Questions?

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