Social Tagging Revamped: Supporting the Users’ Need of Self-Promotion Through Persuasive Techniques

CHI 2010: Tagging April 10–15, 2010, Atlanta, GA, USA Social Tagging Revamped: Supporting the Users’ Need of Self-promotion through Persuasive Techniques Mauro Cherubini, Alejandro Gutierrez‡, Rodrigo de Oliveira, and Nuria Oliver Telefonica Research via Augusta, 177. Barcelona, Spain {mauro, oliveira, nuriao}@tid.es ‡ University of Illinois at Urbana Champaign 201 North Goodwin Avenue Urbana IL 61801 USA [email protected] ABSTRACT consumer contributed photo-sharing service in the world in People share pictures online to increase their social presence. terms of users and is considered one of the fastest-growing However, recent studies have shown that most of the content of any size with more than 2 billion photos uploaded to the shared in social networks is not looked at by peers. Proper site each month [1]. metadata can be generated and used to improve the retrieval of this content. In spite of this, we still lack solutions for As a result of the continuous growth of shared online con- collecting valid descriptors of content that can be used effec- tent, most of the users of social networks are overloaded by tively in the context of social information navigation. In this constantly changing feeds and they struggle to keep up with paper, we propose a mechanism based on persuasive tech- the content. Although the phenomenon has not been ad- niques to support peers in providing metadata for multime- dressed extensively in the scientific community, it is a well dia content that can be used for a person’s self-promotion. known issue in the online community and has been referred Through an iterative design and experimentation process, we to as “Facebook fatigue” [5]. As a result, multimedia content demonstrate how this methodology can be used effectively to spreads slowly throughout the social network and it is often increase one’s social presence thus building more enjoyable, overlooked by peers [7]. In short, information overload is rich, and creative content that is shared in the social network. hindering the social awareness and self-presentation needs In addition, we highlight implications that inform the design that users try to satisfy in social networks. of social games with a purpose. A number of interaction mechanisms (see background sec- Keywords: Information overload, Facebook fatigue, metadata, mutual modeling, self-presentation, social networks tion for more details) are available in current social networking sites that help users cope with this information abun- ACM Classification Keywords: H.5.3 [Group and Orga- dance. Nevertheless, both the automatic summarization of nization Interfaces]: Collaborative computing the content (e.g., the Wall in Facebook) or manual mecha- General Terms: Human Factors nisms such as social filtering [14]andsocial navigation [16] seem to be inefficient solutions to the problem because: (1) They do not lower the effort required by the user to fulfill the INTRODUCTION needs described above because their implementation still re- People use social networking sites for two main reasons: to quires the user to go through their peers’ feeds–at least in ex- monitor what contacts and friends are doing and as a self- isting implementations in social networking sites–; and (2) presentation tool [11]. Two features of social networking they do not prevent users from loosing sight of valuable con- sites are particularly relevant to our research: (1) they al- tent that might be available in their social network at a given low their users to keep a constant level of awareness on their time. peers’ activities; and (2) they support a one-to-many com- munication style which targets trusted members of the social In this paper, we propose the use of persuasive techniques network. A typical way of participating in this communica- [9] to elicit knowledge (in the form of metadata or tags) from tion flow involves sharing multimedia content with peers. peers in the social network that can be used to support and All the major social networks now offer the ability to their promote the user’s self-presentation. In addition, the out- users to share pictures and videos with their friends and fam- put of these techniques might allow new interaction strate- ily members. This feature has become more popular by the gies with multimedia content that could reduce the burden day such that users transfer increasing amounts of their user of keeping up-to-date with the peers’ activity. generated content from their personal repositories to their social networks. For instance, Facebook photos is the largest We look at social tagging [22] from a new perspective: its current definition focuses on the collaborative aspect of the creation and management of metadata to organize and an- notate user generated content, independently of the social Permission to make digital or hard copies of all or part of this work for relationship between the participants and the owner of the personal or classroom use is granted without fee provided that copies are content. In our work, we focus on –and structure the activity not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. To copy otherwise, or within– networks of peers that know each other (i.e., social republish, to post on servers or to redistribute to lists, requires prior specific networks). As friends and family members possess mental permission and/or a fee. models [21] of each other, they are in a privileged position CHI 2010, April 10–15, 2010, Atlanta, Georgia, USA. Copyright 2010 ACM 978-1-60558-929-9/10/04...$10.00. 985 CHI 2010: Tagging April 10–15, 2010, Atlanta, GA, USA to create rich descriptors of the user-generated multimedia and to study how to support sharing practices within social content. networks. In the next section, we summarize the background research Information Overload and Strategies to Cope with Com- that inspired this work and pose the research questions that plexity we address in this paper. Next, we describe the iterative Social networks are largely a non-monetary environment. methodology that we applied to identify the factors that play However, they follow economic rules. They are at the root a role when eliciting metadata from the social network. We of a “crowding out” effect as lower quality content crowds then present the user studies that we carried out to validate out good quality content by way of very “low prices” (i.e., our findings. Finally, we discuss the results of the study and large availability) for online content. Content shared through propose several implications for the design of social tagging social networks may give raise to adverse selection [2]. In applications. other words, without a proper mechanism to distinguish good quality from low quality content, owners of good content BACKGROUND RESEARCH may be reluctant to publish their content thus lowering the Social Networks, Social Capital, and Appearance average quality of all shared content. A solution to adverse Social networks are used to maintain relationships with friends selection is signaling [2]: Producers should be able to signal and to meet new people. Joinson investigated the uses of the quality of their work through an objective and unambigu- the social networking site Facebook (FB) and the types of ous signal. However, we still lack effective solutions for the gratification that users derive from those uses [11], probing producer of content to better advertise the quality of his/her more in depth the exact nature of “keeping in touch”, as both contributions. Similarly, we lack effective solutions for the use and gratification. The results of his work suggested that consumer of this content to readily inspect the quality of the the “keeping in touch” use comprises two main functions: material s/he can get access to. a surveillance and a self-presentation function. Concerning the latter, he found that many users did not change their pri- While adverse selection has still to be demonstrated to take vacy settings from the default configuration. Making one’s place on social networks, researchers are already observ- profile more accessible increases the chances of an interac- ing slow information propagation in social networks. For tion. Associated with this use is the gratification derived instance, Meeyoung and colleagues collected and analyzed from building “social capital”, where FB is used to build and traces of information dissemination in a large social net- maintain ties with peers [8]. Social capital here is defined as work [7]. They found that even popular pictures do not the sum of the resources, actual or virtual, that accrue to spread widely and rapidly throughout the networks. They an individual or a group by virtue of the social network [6]. also found that information is usually exchanged between The feedback provided by social partners onto one’s online friends with a significant delay at each hop. networking profile affect the observer’s impressions of the profile’s owner [25]. These findings are relevant to address In addition to these attempts to objectively measure infor- the question of why people share digital content through so- mation overload, little is known on the techniques that users cial networks. put in place to cope with this abundance of information. We can speculate that they might restrict their focus to a spe- Why Do People Share Pictures Online? cific group of trusted friends that pre-process the informa- 1 tion for them (i.e., social filtering [14]) by reading and re- Miller and Edwards interviewed a group of Flickr users and posting relevant news. Alternatively, we might expect users found that power users considered tagging to be a social ac- to take advantage of social navigation traces that are offered tivity where they could include inside references and jokes by most social networking sites (e.g., the preference rank- as tags [17].

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