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use OF FB BIRTHDAY WISHES TO FOSTER RECIPROCAL RELATIONSHIPS

use OF FB BIRTHDAY WISHES TO FOSTER RECIPROCAL RELATIONSHIPS. Jennifer Kim. FB birthday wishes. How we can make the best use of FB b-day wishes in a way to foster reciprocal communications ?. Three types of communications on FB. Directed communication with individual friends

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use OF FB BIRTHDAY WISHES TO FOSTER RECIPROCAL RELATIONSHIPS

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  1. use OF FB BIRTHDAY WISHESTO FOSTER RECIPROCAL RELATIONSHIPS Jennifer Kim

  2. FB birthday wishes • How we can make the best use of FB b-day wishes in a way to foster reciprocal communications?

  3. Three types of communications on FB • Directed communication with individual friends • Personal one-on-one exchanges • Wall posts, synchronous chat, inline comments, like button, and photo tagging • Passive consumption of social news feed • Broadcasting via status message [Burke 2011]

  4. Importance of reciprocal communication • Among these three types of communications, only reciprocal communications affect to bridging social capitals on Facebook [Burke 2011]

  5. WHY? • Only reciprocal communication implies allowing acquaintances to call on each other for help. • Content is likely to be rich to strengthens relationships. • Reciprocal communication is a signal of the importance of relationship. [Burke 2011]

  6. Reciprocal communication • People have reciprocal communication with a much smaller set (5-7) of people among a moderate number of friends (120). [Marlow 2009]

  7. FB Birthday wishes • One of the most important days people get a lot of messages from friends.  A potential for expanding reciprocal communications that impact bridging social capital.

  8. Problems of FB Birthday wishes • overload messages[Jones 2004] • superficial and monolithic content of happy birthday messages seem to prevent effective reciprocal communications.

  9. Gift-giving Theory • Theoretical analysis of the gift-giving process [Mauss 1954] • Giving, receiving, and reciprocating • Feelings of obligation to reciprocate • “Aperson who gives a gift is escalated to a position of superiority until the recipient reciprocates the action of giving, thus reestablishing equal status.” • Balanced reciprocity [Sahlins 1972] • Obligation to return a gift in a way to balance "benefits” between parties

  10. Gift-giving Theory applied in Computer Mediated Communication • SMSas a gift [Taylor 2002] • Facebook poking [Golder2007] • “virtual intimate object” (a desktop-based poking tool forromantic couples)[Kaye2005] • What kinds of FB birthday messages would foster obligation to reciprocate communications?

  11. What causes reciprocal communication? • Factors that increase likelihood of reply[Burke 2009] • Self-disclosing introductions • Personal connection to the topic of discussion • Making requests • Requests and questions are calls to action

  12. What kinds of FB b-day wishes would foster obligation to reciprocate communications? • H1. Disclosing personal story in birthday day wishes will foster reciprocal communication. • H2. Questions in birthday day wishes will foster reciprocal communication. • H3. Facebook real gift-giving feature for birthday day wishes will foster reciprocal communication.

  13. Study plan • Quantitative method • Facebook application • Get all wall post and private messages people got from friends • Categorize the messages based on the intensity of reciprocity Like button, number of comments, another wall post to friend’s wall etc. • Qualitative method • Follow-up interview • Ask people if there is any off-line reciprocal communication (phone call, sms, face to face meeting) happened because of FB birthday wishes.

  14. Design Implication • Based on this findings suggest how we can make the best use of FB birthday wishes in a way to foster building reciprocal relationships.

  15. Thank you

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