Nbc09 Twr Americas
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Digital Behaviours - Connecting with People in Social Media
October 2009
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Vox - Pops
Twitter Comment
Deliberative Research
GlobalMulti-Disciplinary
Approach
Range of Ages& Social Class
Video Interview
Specialists - marcomms
Specialists - academics
Interviews
Digital Observation
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69% of us want to hide our online profile from someone
Microsoft 2009
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A new model of privacy in SNS
Old definitions of Privacy: risks as primary: protect information by using privacy settings maximally
New model predicts: Users see both risks and benefits to disclosure: benefits for many outweigh risks
- Users erect boundaries to regulate privacy:
- less likely to limit searchability, and more likely to limit profile’s visibility
- disclose information that helps them further social relationship goals and less likely to disclose info that
jeopardizes their physical safety
- unlikely to apply stringent restrictions to whom they befriend
• Other factors (risk-benefit differential, privacy concern, and sex) also influence boundary management
• Differences by nationality - UK to Brasil: different concerns
• Presence based media
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78% of people believe the regular 9 to 5 no longer exists 72% of people use working hours to organise their personal life 72% of people browse the internet at work for personal reasons
64% make and take work related calls from home 61% check work related e-mails from home
80% of us believe that, because we are better connected
Microsoft 2009
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Identities
Personal Lives Working Lives
Brands
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Private & Public
Personal Life Family Life
WorkEmployer Brands
Government
CommunicationsEntertainment
Content
Intelligence
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