Digital Behaviours - Connecting with People in Social Media

October 2009

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Vox - Pops

Twitter Comment

Deliberative Research

GlobalMulti-Disciplinary

Approach

Range of Ages& Social Class

Video Interview

Specialists - marcomms

Specialists - academics

Interviews

Digital Observation

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69% of us want to hide our online profile from someone

Microsoft 2009

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A new model of privacy in SNS

Old definitions of Privacy: risks as primary: protect information by using privacy settings maximally

New model predicts: Users see both risks and benefits to disclosure: benefits for many outweigh risks

- Users erect boundaries to regulate privacy:

- less likely to limit searchability, and more likely to limit profile’s visibility

- disclose information that helps them further social relationship goals and less likely to disclose info that

jeopardizes their physical safety

- unlikely to apply stringent restrictions to whom they befriend

• Other factors (risk-benefit differential, privacy concern, and sex) also influence boundary management

• Differences by nationality - UK to Brasil: different concerns

• Presence based media

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78% of people believe the regular 9 to 5 no longer exists 72% of people use working hours to organise their personal life 72% of people browse the internet at work for personal reasons

64% make and take work related calls from home 61% check work related e-mails from home

80% of us believe that, because we are better connected

Microsoft 2009

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Identities

Personal Lives Working Lives

Brands

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Private & Public

Personal Life Family Life

WorkEmployer Brands

Government

CommunicationsEntertainment

Content

Intelligence

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