Lee Rainie, Director of the Pew Internet Project, will discuss the Project’s research about how people use technology and the different ways they allocate their attention, connect with organizations, and act as citizens. He will explore how civic institutions can navigate this complicated, diversified environment.
1. The Media Zones Where People Live
And How to Connect With Them
Lee Rainie
Director, Pew Research Internet Project
July 31, 2014
Knight Digital Media
Portland
13. www.pewinternet.org
Echo chamber in Twitter
Conservatives:
Dominated by
references to
conservative
hashtags such as
#tcot and #tlot …
and by
commentators such
as @DailyCaller,
@TheTeaParty_net
Liberals:
Dominated by
references to
liberal hashtags
such as #ows and
#P2, … and by
commentators
such as
@NHLABOR_NEWS
and @Politics_PR
17. 2012 election – Political content
posted by social networking site users
2
6
4
13
15
37
29
31
50
11
What user
posts
What users'
friends post
All / almost all Most Some Just a little None at all
79%
42%
18. How much agreement/disagreement
on politics on social networking sites
8
7
19
13
62
69
10
10
Agree
Disagree
Always / almost always Most of the time Only sometimes Never
19. What do they do when disagreement
occurs?
• 71% usually ignore the material
• 23% say they usually respond
• 4% say it depends on the circumstances
20. 22% of social networking site users have blocked/unfriended
someone because of their political posts
• 13% of SNS users have blocked, unfriended, or hidden someone on
the site because that person posted political material too
frequently.
• 13% of SNS users have blocked, unfriended, or hidden someone on
the site because that person posted something the user disagreed
with or found offensive.
• 10% of SNS users have blocked, unfriended, or hidden someone on
the site because that person argued about political issues on the
site with the user or another person the user knows.
• 7% of SNS users have blocked, unfriended, or hidden someone on
the site because that person posted something related to politics or
political issues that offended the user’s friends or followers.
• 6% of SNS users have blocked, unfriended, or hidden someone on
the site because that person disagreed with something the user
posted about politics.
21. • 57% of SNS users have clicked the “like” button in
response to political material posted by someone
else.
• 40% have posted a positive comment in response to
political material shared by someone else.
• 15% have friended someone because they share the
user’s political views.
22. The state of play in social networks:
Echo and empty chambers
• 4% of SNS users (2% of adults) are at least
somewhat orienting their networks like echo
chambers: Added and trimmed networks AND
their networks deliver at least some material
that matches their POV
28% of SNS users (14% of adults) have
either added or trimmed their
network because of political content
22% of SNS users (12% of adults) live in
networks where they hear at least
some/most political material they
agree with
44% of SNS users (24% of adults) have
very light exchanges over politics
22% of SNS users (12% of adults) are a
“captive audience” whose network
delivers political material but they
don’t
9% of SNS users (5% of adults) have no
politics going on in their networks
50% have no connection to the SNS
world of politics
24. They like you and/or your cause (or possibly hate
you and think you’re destroying America)
They are probably already talking about you (and
if they aren’t already, they’d probably like to)
Social media offers a way to find, identify, and
reach your “super fans”
They want to be part of the team, help co-create
the world with you, and convert their friends—if
you let them
#1: Are you trying to activate the “poles”?
25. Don’t engage consistently with politics
They probably don’t really know or care very much
about your particular issue
Their tolerance threshold is probably fairly low…
But they can be encouraged to learn/act/change!
Sometimes that happens because of big events
that grab their attention—but many times it’s at
the behest of someone from the previous group
#2: Or are you trying to rouse the middle?
26. People use digital platforms for two reasons:
1) Their friends are there
2) The content they like is there
When planning an outreach strategy, consider:
1) Where does my audience “live”?
2) Is my content relevant for this platform?
#3: Think about your audience/community
32. Second: Mobile connectivity – Tablets
http://bit.ly/OiOIFM
32%
42%
50%
0%
20%
40%
60%
80%
2010 2011 2012 2013
Tablet owners
E-reader owners
Have either one
33. Third: Social networking/media
61% of all adults
% of internet users
9%
89%
7%
78%
6%
60%
1%
43%
0%
20%
40%
60%
80%
100%
2005 2006 2007 2008 2009 2010 2011 2012 2013
18-29 30-49 50-64 65+
34. The Landscape of Social Media Users (among adults)
% of internet
users who….
The service is especially appealing to
Use Any Social
Networking Site
73% Adults ages 18-29, women
Use Facebook 71% Women, adults ages 18-29
Use Google+ 31% Higher educated
LinkedIn 22%
Adults ages 30-64, higher income,
higher educated
Use Pinterest 21%
Women, adults under 50, whites,
those with some college education
Use Twitter 18%
Adults ages 18-29, African-Americans,
urban residents
Use Instagram 17%
Adults ages 18-29, African-Americans,
Latinos, women, urban residents
Use Tumblr 6% Adults ages 18-29
reddit 6% Men ages 18-29
45. Your goal: Move people from one level of
engagement to the next highest one
http://www.idealware.org/articles/engagement-pyramid-six-levels-connecting-people-and-social-change
48. How it works
• Motive – learning, mastery, productivity
• Content – actionable info, how-to sensibility,
links and other resources
• Demographics – tilts GenX, men, knowledge
workers
• Device – desktop / laptop
• Engagement – full attention – vertical reading
• Influentials – trusted brands and known
experts (professional and amateur)
• ~ Mindshare – quarter to a third of media time
49. Implication for media and activists
• Engagement strategy
– Search optimized / findable
– Acting as information Sherpas
– Problem solving mindset
– Easy cut and paste
– FAQs
– How-to videos
– Feedback friendly
51. How it works
• Motive – real-time awareness
• Content – headlines, new information, first
impressions matter most
• Demographics – under 30, tilts women
• Device – smartphone, tablet
• Engagement – glancing OR galvanized
• Influentials – brands
• ~ Mindshare – < 5% of media time
52. Implication for media and activists
• Engagement strategy
– News, especially scoops
– Deals
– Location enabled
– Insights from analytics
54. How it works
• Motive – killing time, beating boredom
• Content – gamified, bite-size headlines, link-
dense
• Demographics – Everyone gets something
different
• Device – smartphone
• Engagement – distracted, quick-twitch
• Influentials – brands, quality of social network
• ~ Mindshare – 5%-10% of media time
55. Implication for media and activists
• Engagement strategy
– Apps
– Immediate connection
– Predictable and compelling home screen
– Grabby copy / activity
– Clear and consistent Return on My Attention
57. How it works
• Motive – catching up / checking in / curiosity
• Content – news (broad definition), social updates
• Demographics – tilts under 35 / female
• Device – any / all
• Engagement – continuous partial attention /
horizontal scans / sharing
• Influentials – editors, social networks
• ~ Mindshare – quarter to a third of media time
58. Implication for media and activists
• Engagement strategy
– Apps
– Smart curation
– Customizable filters
– Compelling ecosystem of content
– Tagging and saving for future immersion
– Social network mediated
– Serendipity encounters
60. How it works
• Motive – friend grooming
• Content – social, personal, entertaining
• Demographics – under 35, tilts female
• Device – all
• Engagement – partial, browsing
• Influentials – super-networkers / primary nodes
in the network
• ~ Mindshare – 10% of media time
61. Implication for media and activists
• Engagement strategy
– Social networks are gatekeepers
– Spreadable content
– Treat central network nodes like traditional media
influences
– Enable participation and feedback
63. How it works
• Motive – my permissions
• Content – personalized, anticipatory
• Demographics – upscale, well-educated, middle
aged
• Device – my surroundings
• Engagement – immersive, invisible
• Influentials – my past behavior, analytics,
algorithms
• ~ Mindshare – most waking hours
64. Implication for media and activists
• Engagement strategy
– Selective product placement and messaging
– Permission-based monitoring / interactions
– Careful of privacy sensitivities
– Careful of too much “monetization”
65. Your optimum moments
• When you are making news
• When you can add to news-driven
conversations
• When your “close up” unexpectedly comes
• When your evangelists work their networks
• When you can recruit unexpected allies
• When someone on the “other side” embraces
you
66. Civic life is networked life with
network information created and
shared by networked individuals
and networked organizations