ABSTRACT

Due to their perceived role in making content visible, engagement metrics are core concerns for people and businesses that generate revenue on social media platforms. While scholars have focused on the ways that social media users manipulate their own visibility, we investigate not only how social media users’ understandings of metrics shape the content they produce but also how this content influences the communication of users who interact with it. Based on a logistic regression analysis of 985 Facebook posts made to a group that distributes information about free products, we find that tactics commonly thought to increase engagement metrics also increased the probability that users would reveal personal information, identities and experiences, including detailed descriptions of debt, unemployment and homelessness. We argue that the information systems, compensation structures, and cultural norms currently surrounding online communication award visibility to those who make others visible in ways that potentially increase vulnerability.

摘要

由于他们在使内容可见方面的作用，参与度指标是在社交媒体平台上产生收入的人和企业的核心关注点。虽然学者们关注社交媒体用户操纵他们自己可见性的方式，但我们不仅调查社交媒体用户对指标的理解如何影响他们制作的内容，而且还调查这些内容如何影响与之交互的用户的交流。基于对发布免费产品信息的群组发布的 985 篇 Facebook 帖子的逻辑回归分析，我们发现通常被认为可以提高参与度指标的策略也增加了用户泄露个人信息、身份和体验的可能性，包括详细描述债务、失业和无家可归。