research-article

'Who Knows What': Audience Targeting for Question Asking on Facebook

Authors:

Anne Oeldorf-Hirsch,

Darren GergleAuthors Info & Claims

Proceedings of the ACM on Human-Computer Interaction, Volume 4, Issue GROUP

Article No.: 11, Pages 1 - 20

https://doi.org/10.1145/3375191

Published: 04 January 2020 Publication History

Abstract

Social networking sites are becoming increasingly popular venues for seeking information. To the extent that users can understand who knows what in their networks and target those friends appropriately, they can make effective use of the site as a knowledge base of information. This paper explores how targeting one's Facebook network when asking questions influences the breadth and quality of answers they receive. An experiment (N = 64) was conducted in which participants posted questions to their Facebook networks in four broadcast level conditions: status update to their full networks, status update to a custom subset of their networks, posting on a friend's Timeline, and sending a direct message. Results indicate that posting a question more broadly results in more information, which is moderated by perceptions of Facebook as a transactive memory system and as a source of social capital. However, informational and social value of responses is greatest when posting to a custom subset of their network. These results suggest that while targeting specific individuals may be the most effective means of gathering information in offline networks, the broadcast affordance of Facebook may be a more useful way to gather information on the site.?

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Cited By

Romero Lauro QBigham JKotturi YFarzan RLópez CCardoso Llach DQuercia DMustafa MNiu SWong-Villacrés M(2024)Exploring the Role of Social Support When Integrating Generative AI in Small Business WorkflowsCompanion Publication of the 2024 Conference on Computer-Supported Cooperative Work and Social Computing10.1145/3678884.3681895(485-492)Online publication date: 11-Nov-2024
https://dl.acm.org/doi/10.1145/3678884.3681895
Kotturi YBlaising AFox SKulkarni C(2021)The Unique Challenges for Creative Small Businesses Seeking Feedback on Social MediaProceedings of the ACM on Human-Computer Interaction10.1145/34490895:CSCW1(1-27)Online publication date: 13-Apr-2021
https://doi.org/10.1145/3449089
Foong EGerber EKitamura YQuigley AIsbister KIgarashi TBjørn PDrucker S(2021)Understanding Gender Differences in Pricing Strategies in Online Labor MarketplacesProceedings of the 2021 CHI Conference on Human Factors in Computing Systems10.1145/3411764.3445636(1-16)Online publication date: 6-May-2021
https://dl.acm.org/doi/10.1145/3411764.3445636
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Index Terms

'Who Knows What': Audience Targeting for Question Asking on Facebook
1. Human-centered computing
  1. Human computer interaction (HCI)
    1. Empirical studies in HCI

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cover image Proceedings of the ACM on Human-Computer Interaction

Proceedings of the ACM on Human-Computer Interaction Volume 4, Issue GROUP

GROUP

January 2020

405 pages

EISSN:2573-0142

DOI:10.1145/3378060

Editors:
Cliff Lampe
University of Michigan
,
Jeff Nichols
Google
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Karrie Karahalios
University of Illinois Urbana-Champaign
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Geraldine Fitzpatrick
Vienna University of Technology
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Uichin Lee
KAIST
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Andres Monroy-Hernandez
Microsoft Research
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Wolfgang Stuerzlinger
Simon Fraser University, Canada

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Publication History

Published: 04 January 2020

Published in PACMHCI Volume 4, Issue GROUP

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Cited By

Romero Lauro QBigham JKotturi YFarzan RLópez CCardoso Llach DQuercia DMustafa MNiu SWong-Villacrés M(2024)Exploring the Role of Social Support When Integrating Generative AI in Small Business WorkflowsCompanion Publication of the 2024 Conference on Computer-Supported Cooperative Work and Social Computing10.1145/3678884.3681895(485-492)Online publication date: 11-Nov-2024
https://dl.acm.org/doi/10.1145/3678884.3681895
Kotturi YBlaising AFox SKulkarni C(2021)The Unique Challenges for Creative Small Businesses Seeking Feedback on Social MediaProceedings of the ACM on Human-Computer Interaction10.1145/34490895:CSCW1(1-27)Online publication date: 13-Apr-2021
https://doi.org/10.1145/3449089
Foong EGerber EKitamura YQuigley AIsbister KIgarashi TBjørn PDrucker S(2021)Understanding Gender Differences in Pricing Strategies in Online Labor MarketplacesProceedings of the 2021 CHI Conference on Human Factors in Computing Systems10.1145/3411764.3445636(1-16)Online publication date: 6-May-2021
https://dl.acm.org/doi/10.1145/3411764.3445636
Ferdous HAdnan K(2020)Context in Social Media Question Asking: A Practice Approach2020 IEEE/WIC/ACM International Joint Conference on Web Intelligence and Intelligent Agent Technology (WI-IAT)10.1109/WIIAT50758.2020.00137(901-908)Online publication date: Dec-2020
https://doi.org/10.1109/WIIAT50758.2020.00137

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