Blog index

Title Date
Social media addiction 2016-10-13
Privacy and information sharing 2016-10-13
WeWork social campaign report 2016-10-13
Rise of the online creators 2016-10-13
Organisation use of platform 2016-10-13
Social persuasion 2016-10-13
Online activism 2016-10-13
Social influence 2016-10-13
Online self presentation 2016-10-13
Your overwhelming friendlist 2016-10-13
Diffusion timeline 2016-10-13
SNS user profile impression 2016-10-13
Self presentation online - Beme 2016-10-13
Interactivity in social networks 2016-10-13


All posts
#University course

Social media addiction #University course  |   2016-10-13

Addiction to social media is occurring more and more. Some people can not go through with a singe day of offline living. We have created habits for our self that involve a lot of interaction with social media. For example, what are you doing when you are waiting in line at the register of a supermarket? Probably checking your Facebook timeline. We all do this. I think the subject of addiction in social media is almost as important as the issue of privacy discussed in my previous blogpost. Social media is a big part of our lives and we interact with more people online than offline nowadays.


As discussed in previous blogpost, people use their social networking profiles as glorifying mirror of their life. If they compare their own life with those of others this often lowers self-esteem and happiness. This is also part of the addiction, the constantly comparing of your peers online. 20 years ago this was barely possible because it was not very much possible to easily glorify your life and compare it to other people. The rise of social networking sites makes this much easier and this has to raise questions by us as users on how to solve this growing problem.

Privacy and information sharing #University course  |   2016-10-13

Johnson (2010)[1] talks about the changed privacy settings on Facebook’s users profile. The company ’s decision is controversial because it suddenly changed all the privacy settings for its users. In an  interview with the company’s founder and CEO Zuckerberg told a journalist that in the beginning a lot of people asked him “why would I want to put any information on the internet at all?”. If you look at peoples social profiles nowadays this has changed a lot. We put all kinds of information on our profiles, from our birthday to the books and TV shows we like. But on the contrary the company that we give all this information to is very closed and private. A dutch tv show host talks about the inaccessibility of the company Facebook in the latest episode of his show [2]. In this episode he is trying to make contact with a spokesman of Facebook and he finds out that there is none. He says that the company that we give all our information to and that is our main source of information today is very closed and can not give accountability for the decisions they make. 


Personally this worries me a lot, a company that is becoming more and more of an information monopoly in our lives is very closed and does not explain how and why it makes the decisions that eventually will lead up to the content we see on our timelines. Privacy is becoming less important with the rise of all the social media networks but in my honest opinion i think we as a generation need to be more aware of our online privacy



WeWork social campaign report #University course  |   2016-10-13

Team Number: Mathijs Oggel (single person group)

Organization Name: WeWork

Campaign Name: Creators online magazine


In this blogpost i will evaluate a social media campaign by the company WeWork. For this campaign i will use their Twitter profile as my main source of information. A short introduction to WeWork: “WeWork Companies Inc., a provider of shared office space, believes it can be as transformational to its industry as upstarts like Airbnb Inc. and Uber Technologies Inc. are in travel and transportation.”[1]. 


In order to evaluate their social media campaign i will use a Q&A (question and answer) format. 


Q 1. Identify the social media platforms and kinds of social media messages the organization is using for the particular campaign.

A 1. WeWork is active on all different sorts of social media, but most active on Twitter(+55.900 followers) and Facebook (+317.900 likes). On these profiles almost every post is a link to their blog ( These messages often contain click-bites and have persuasive titles and content in order to guide the user to view the blog post.


Q 2. What do you think the specific goals of the campaign are? What does the organization want to achieve? What do they want people to do? What would be good evidence for meeting the goals?

A 2. The organisation definitely want to achieve more user conversion to their website. All the posts are created to grasp the viewers attention and make them curious to go to their website and read the full story behind the social media post. Good evidence for this is and example post with the title: “How to have more time” and subtitle: “Feel overcommitted and overwhelmed? You're not alone.”. It is very clear that this is a click-bite and that users are persuaded to click this link and read the full post. 


Q 3. Who is the campaign’s target audience? Be specific, and explain why this is the target. 

A 3. The target audience is most likely high educated individuals who are most likely entrepreneurs and/or computer programmers. It are people who have a job that gives them freedom of location and time in their work. WeWork provides the perfect workspace solution to these individuals. 


Q 4. Realistically, who is likely to be reached by the campaign? How well is the target group reached, and what unintentional groups are reached? 

A 4. The group of people described above is most likely to be reached by this campaign. This target group is already looking for a better workspace than their homes or boring offices. WeWork provides value and benefit for these people to attract them.


Q 5. Are there ways in which the campaign is likely to spread through social influence and social networks? What specific evidence is there that this happened? 

A 5. If WeWork can find people who want to endorse these workspaces they are very likely to make their message spread quickly. All they need to do is give an influencer in a certain market a workspace at one of their offices and then it will pull the people who admire this influencer to the WeWork offices. Because “if it works for him, it will also be beneficial for me”, this goes through the minds of the followers of this influencer when they see him/her be successful at their job while working at WeWork.


Q 6. Where the campaign goals that you identified Step 2 met? Why or why not?

A 6. It is not very clear if these goals are met because i have no access to their website’s analytics data. But with their growing followers base i think they are quite successful.


Q 7. What unintended effects are likely? Provide evidence of some unintended effects.

A 7. Some unintended effects are that WeWork is becoming more that just office space. They are also becoming motivators and inspirators for working individuals a large selection of their online followers does not have an office space at WeWork but follows them because of the interesting posts and motivational stories. 


Q 8. Were some platforms and messages a better match with the target audience? And, were some social media platforms and messages more effective at meeting goals?

A 8. If you lay the Facebook and Twitter profile beside each other you see that on the Facebook profile there is more interaction with the posts. An explanation for this could also be that their followers on Facebook are almost 6 times more that on twitter. But I think i can also conclude that their target audience will be on twitter. Self employed high-skilled individuals (target audience) are very likely to be active on twitter, more than on Facebook anyway.



[1] Gellman, Lindsay; Brown, Eliot (15 December 2014). "WeWork: Now a $5 Billion Co-Working Startup". The Wall Street Journal. The Wall Street Journal.

Rise of the online creators #University course  |   2016-10-13

For this lecture i read the two papers that where assigned on BlackBoard. I found the paper of Henning-Thurau et al. (2010) very interesting. This paper matched my interest in digital media and the shift from old media to the new media. 


One example for this shift is the way we watch video. No more then five years ago we would perceive all of our information through television if it was video. But today the percentage of all the video that we watch on television has declined. The main platforms where people watch video today are Facebook and Youtube. These platforms allow for consumers to also be producers. The time that television makers and tv stations decided what you where watching at what time and on what day is over with the rise of Facebook and Youtube. 


There are appearing more and more so called ‘creators’ on these platforms. These are individuals who make content that is watched by millions. All you need today in order to reach these millions of people is a video camera and a Youtube of Facebook profile. 


Personally i think this is a very good development in the media landscape that we live in. It empowers the freedom of speech and eliminates the abuse of power by big corporations that previously made all the content.



[1] Henning-Thurau et al. (2010) 


Organisation use of platform #University course  |   2016-10-13

For this workgroup assignment i have chosen to make a report on the use of the SNS Twitter in the organisation WeWork. My motivation for this organisation and social medium is that i use twitter daily to follow the news of all the profiles that i find interesting and WeWork is a company that i personally find really interesting. The company provides workspace for individuals and companies and they are very active online with their social media profiles. 


Bellow is a list of seven questions and answers from a handout form. These questions and answers investigate the twitter use of WeWork.  


Q 1. What was your first impression over how this brand uses this social media channel?

A 1. This was a good impression, the first post i saw probably was a motivational quote with a picture of one of the WeWork offices. This is a post type that they use very often. I like that the WeWork culture focuses on motivating and inspiring people to do more.


Q 2. How many posts have been made in the last 7 days? What is the daily or hourly rate of posting? Are there days and times when they are more likely to post?

A 2. The last 18 tweets where posted in October. (I am writing this on the 3th of October at noon). So that comes down to less then ten posts every day which is normal for an account that is not being used for customer support. They post very  different kinds of things, some examples are: Photos of new offices being opened all over the world, Motivational quotes and pictures and links to different kinds of blogposts from the company’s blog. Almost all posts (say 95%) have a URL linked to it. 


Q 3a. What modes of communication are used (e.g., text, graphics, photos, videos, etc.)? Are there particular affordances that are used (or not used)?

A 3a. The most visible modes of communication on the WeWork twitter profile are: text, graphics and photos. In almost all of the posts these are combined. 


Q 3b. Are there particular self-presentation strategies used? Are other cues “given off” inadvertently? 

A 3b. Yes, most of the content on the profile is uses for self presentation. WeWork wants to offer you a better office enviroment and they do this by posting a lot of tweets that suggest that the “grass is greener are WeWork”. They do this by posting tweets like: ”Part of how we make new friends is by having our spaces feel more like a lounge than an office.” (Source: @wework Twitter profile). There are definitely cues given off in these types of post, they are persuading you to come to WeWork.  


Q 4. Does the channel have a “conversational voice”? Does it feel like a person, a company, or what? 

A 4. No it does not have a conversational voice. It is mostly just quotes and titles of blogposts that are being posted.

Q 5. How lengthy are the brand’s posts? Do they use simple or complex language? Are they assertive or emotional? (see Huffaker)

A 5. The posts are not longer than 140 characters but this is very logical because twitter does not allow post longer than 140 characters. But the blogposts that are linked to in the tweets are of medium length, i estimate that the reading time for these posts is between 3 and 6 minutes. 


Q 6. Briefly look at how competitors or similar brands use the same channel. What differences and similarities are there?

A 6. An alternative to WeWork is Spaces ( this is a company that is a little smaller than WeWork but delivers the same message: provide workspace for groups and individuals. If i compare the two twitter profiles the first thing i notice is that Spaces focuses much more on the community aspects that WeWork does. Spaces is much more about meeting new people. 


Q 7. Evaluate how successful you think the brand is in this channel.

A 7. I think that the WeWork profile is a successful profile. If you look at the numbers this will confirm my assumption. At the time of writing the profile has 55.556 followers, 21.850 tweets and an avarage of +/- 5 retweets and 10 +/- likes per tweet. I think the profile deliveres an constant message over the course of it existence.   



We can conclude that WeWork makes consistent use of twitter. They regularly post content in the same pattern but keeps the new information fresh. Their goal with twitter is to create more traffic to their blog where they really can inspire potential new customers. A question that we can ask to WeWork is : “You are using this platform in a very consistent way, how are you planning to improve this social media outlet in order to generate even more traffic?”

Social persuasion #University course  |   2016-10-13

Out of the two pieces of literature of this week i found the paper of Cialdini surprisingly interesting. In this blogpost i like to discus that paper and give my own opinion on the subject. The paper is about the art of persuasion in business. It talks about the six principles of social persuasion: Liking, Reciprocity, Social Proof, Consistency, Authority and Scarcity. [1] When these principles are combined it is possible to persuade your subordinates as a manager to deliver better work for you.

I often have a hard time to fully focus on reading a scientific paper but with this one it was different. I really enjoyed this one and it gave me material to think about. If we transfer these techniques to the world of social media we can conclude that the art of persuasion is very important. As a social media admin of some company’s account it is your job to persuade people to buy of use the business’s goods. Most of the people nowadays use social media more than they read the newspapers or watch television. The conversion of user traffic from social media to a company’s goods is becoming more and more important.

[1] Cialdini (2001)

Online activism #University course  |   2016-10-13

Platforms like Facebook have reshaped the way protesters communicate with each other in times of crisis. Tufekci and Wilson [1] wrote a paper about the protest in Egypt’s Tahrir Square and studied the social media behavour. One of the core pillars of social networks and the internet is freedom of speech en equality. Old middle eastern regimes are not prepared for these open minded platforms within their reign. Now protesters and civilians can post content about all the things that are going on in their countries that have not been show to the outside world before. Some years ago this sparkled revolutions in a lot of arab countries and this phenomenon was called the arab spring.

The key to success for protesters using these platforms was the the rapid exchange of information. For instance when a small group of protesters saw a lot of police coming from a street some blocks away from the main square the could warn everyone on this main square and all the people could respond to this information. Using these rapid information exchange methods the protesters always where one step ahead of the authorities. So you can say that the social networking sites like twitter and facebook literally have changed some countries and gave a lot of people a better life.

[1] Tufekci & Wilson (2012)

Social influence #University course  |   2016-10-13

For todays lecture i’ve read the article: “A 61-million-person experiment in social influence and political mobilization” by Bond et al. (2016). This article is about a study done on the social networking site Facebook. The reachers found that “The results show that the messages directly influenced political self-expression, information seeking and real-world voting behaviour of millions of people. “[1]. This shows that we as consumers of the social networking sites are very prone to the tricks of marketeers who pay for adds that we see every day in out timeline.

Personally i think this is something that we as consumers of a social networking site should pay attention to. It is important to stay alert and think about the content that we see online, all these adds have only one purpose and that is to make us buy something or shift our attention to something. In order to not get caught by the marketeers tricks it helps to research the posts for yourself, see what the other side of the story is and form your own opinion.

[1] Bond et al. (2012) (

Online self presentation #University course  |   2016-10-13


In order to improve your social media usage you first need to get to know yourself better online. This can be done by analysing all the personal activity on social networking sites and asking yourself whether or not you are using the platform effective. For this workgroup assignment there was an handout with some questions that needed to be answered. In order to answer these questions i’ve kept a social network journal for the past 24 hours. The result of the handout questions can be seen in the paragraph below.

Handout Questions and Answers

Q1. In the past 24 hours, what were some of the ways in which you wanted people to perceive you online? What goals did you have for your image? Be as specific as possible.
A1. I posted a link on my twitter page to a new website i had build [1]. My goals is for my audience to see my work and guide people to my portfolio and eventualy land some business from it.

Q2. What groups did you speak to online in the past 24 hours? Who were your audiences, and how are they different from each other? Be as specific as possible.
A2. I spoke in the facebook group of my rowing club. The audience are the 400+ members of the club. They mostly differ from each other in the form that they are active rowers or non rowers and if they are very much active members in de club or not.

Q3a. Think carefully about your own online self-presentation in the last 24 hours, and consider what impression you “gave” to others. Be as specific as possible, and give an example of something “given” in your self-presentation.
A3a I think i gave a very pragmatic impression to others. My use of social media on platforms like facebook and twitter is most of the time serious content. I gave for example a link to a portfolio item with the goal to create more traffic on my personal website.

Q3b. Now, think again about your own online self-presentation in the last 24 hours, and consider what impression you “gave off” to others. Be as specific as possible, and give an example of something “given off” in your self-presentation.
A3b. I probably gave off the impression that i was using my social platform for conversion to my website, i do a lot of linking to other pages and sharing interesting content that matches my own work.

Q4a. Give an example of a recent social media post you made that had high warranting value. Explain why it had high warrant.
A4a. There were some posts online back in june/july of me that had high warrenting value. Me and my rowing crew where victorious on 5 consecutive races and won a some prizes. This was really nice. It had high warrenting value because the content was posted by the account of my rowing club and some other pages about rowing. There were pictures of me and my crew and stories about us. We did not post this ourself.

Q4b. Give an example of a recent social media post you made that had low warranting value. Explain why it had low warrant.
A4b. The social media post with low warranting value that i’ve made are probably the snapchat posts i’ve send to my friends in the past 24hrs. According to a 2012 study by Walther and Parks. Photos taken and posted by yourself, of yourself, have less warranting value than similar photos of you posted by others [2]

Q5a. In the past 24 hours, what online interactions did you have that produced bonding social capital? Be specific, and identify the strong ties at work.
A5a. Bonding refers to the value assigned to social networks between homogeneous groups of people [3]. The homogeneous group that i had social bonding with are my crewmembers, we have very strong ties running in the crew because we see and train with each other every day. Everyday we talk about our training and races in the social chatroom.

Q5b. In the past 24 hours, what online interactions did you have that produced bridging social capital? Be specific, and identify the weak ties at work.
A5a. The bridging in social capital occurs within hetrogeneous groups [3]. I am part of a facebook group called ‘Young creators’. This is a community where students help each other with programming and entrepreneurship problemens. The ties are weak but value from this network is very high. I can land jobs and find help for problems that i am struggling on.


From this assignment i’ve learned to reflect on my social media usage and improving how to post and interact on the various social networking sites. Self presentation is something important and good to take a moment and evaluate for your own online presence. Conversion on the profiles you own can be improved if you understand how other people perceive you.


[3] Putnam, Robert. (2000), "Bowling Alone: The Collapse and Revival of American Community" (Simon and Schuster).

Your overwhelming friendlist #University course  |   2016-10-13

Studies say that a person can have no more than 150 real ‘friends’. But as we all know the majority of people on social networking sites like Facebook often have over 300 friends. Within a facebook friend list there are different types of interpersonal relations. We have a group of close family friends, friends from college, friends from your sports club and some friends who we’ve met on a summer holiday 4 years ago. But the strange thing is that all of these friends see the same status updates we post on our wall. In order to keep healthy interpersonal relations something maybe has to change about this. Burke (2011) states that users of e.g. Facebook can be divided in two groups. The ones who regularly post content and the ones who only passively consume content. For the latter group, the ones who passively consume content on the site draw value from their connections when they have a lower social fluency.

I personally think that it is importent to regularly (like twice per year) scroll through your friendlist and evaluate for yourself who your friends are. If this does not happen, you friendslist becomes to cluttered and updates you post have less meaning. When you’ve made sure that your online friends are also your real friends than you can confidently post the content that you really want to share. This improves the quality of your profile and the quality of the content posted on Facebook in general.

Diffusion timeline #University course  |   2016-10-13

Introduction I use a variety of social networking sites. For each site is have a different purpose and intensity of use. The different networks i visit on a weekly basis are: Facebook, Twitter, Instagram and Snapchat. I will give a short analysis about how often and for what purpose i am using these networks.

Facebook I am using this network less often then before. The reason for this is that it is a very busy network, there is a lot happening and you loose track of the essential fairly quickly. The main uses of this network for me are: Groups, Events and Messenger. The groups give me information and updates about e.g. my rowing club. Events are a sort of secondary calendar for me. With messenger i can quickly contact anyone i can think of. The other uses of this platform do not interest me anymore. I adopted this network mostly because everyone uses it, i think this is the power of Facebook. I rejected part of this network because it shows to much clutter and spam on its timeline.

Twitter This is my newspaper, on Twitter i follow all the different news organizations and individuals that i think are interesting. On Twitter i have a lot of power over the content i see, i think this is a very nice feature. I adopted this network because of the freedom i have in what i see on my timeline, it gives me relevant updates about subjects that i find interesting.

Instagram Here i only follow the friends that are closer to me that a typical facebook friend. On instagram you will see interesting updates from friends about their undertakings. I like the stylishness of the platform and the unified type of content. I adopted this network because i like the sharing of photos and editing them, the proces is fun and it is nice to see other peoples activities.

Snapchat This is mostly a for fun network. On snapchat you can connect with people in the moment and always have a laugh. It is more direct communication because it is mostly one-to-one (with exception of stories). The instagram Stories feature is also a unique thing. It lets you capture moments of your day and share it with all your contacts, it is a great way to let people know what you are doing today. I adopted this network because it is fun! I really like all the editing and filters you can use in this network, it forces you to be creative. The direct communication by sending pictures to your friends is also nice.

Conclusion I use a variety of social networks and for each of them i have a different purpose. They all have pros and cons and non of them is perfect.

SNS user profile impression #University course  |   2016-10-13

Following up on my previous blogpost, one of the papers for todays lecture (Ellison et al. 2012) talks about the discrepancies between a users online and offline life. Today i will take a more in depth look to how the different types of generated content influence the impression of a user in a social networking site. The paper of Utz concludes that “that people use the cues provided on SNS, and that they use different cues when different dimensions have to be judged” [1]. As i discussed before a developer of a social networking site has a lot of power in determining how people will use the medium. The creators of e.g. Snapchat and Beme only let the users create content in the moment. In contrast the creators of e.g. Facebook encourage users to upload content after the activity took place. Also the way users curate their profile differs a lot.

I’ve seen trends in profile curation on Instagram and Twitter, on these two different platforms i’ve discovered some interesting facts. Users on instagram will often delete old post and only show a selection of pictures. The opposite happens on twitter where users will almost never go back on their profile to delete posts from a couple months ago. The way users interact with their profile and conent is very different across these platforms. On Instagram user value the impression other people have over their profile a lot more.

[1] Utz (2010)
[2] Ellison et al. (2012)

Self presentation online - Beme #University course  |   2016-10-13

Self presentation online is something that is personally find quite interesting and is a populair topic among researchers. [2] We humans tend to create a perfect and spotless version of ourself on our social networking profiles. But with mediums like Facebook and Instagram this is almost impossible not to do. People want to impress other people and show off all the fun stuff they are doing. These social networking sites allow users to curate and edit their content extensively. Users can apply filters and effects to cover up reality and show off to e.g. their colleges of classmates.

However there are new social networking sites that force users to share more real content in the moment. I have two examples, snapchat and beme. The former one also lets users edit and curate their content but forces them to share something in the moment instead of uploading content afterwards. The latter is a relative small and new platform but is gives a solution to the self presentation problem that is growing online. Beme [1] lets users share short video shots (just like snapchat) but users do not have the ability to view or edit their content after it was shot. You press a button and the camera makes a video and instantly shares it to your followers. This concept is very good i think and i hope that is will transform the way we use our social networking sites.

The conclusion about self presentation online is probably that the medium will take an important role in how users will present themselves.

[1] Beme
[2] Hogan (2010)

Interactivity in social networks #University course  |   2016-10-13

When we talk about interactivity it is often about communication. Within communicating there are three important elements: source, medium and message. The paper i’ve read takes an in depth look at these three elements and discusses the psychological effect of interactivity in social media.

The term interactivity may sound a bit vague and in the context of this paper it means something like what Rafeali [1] is talking about: it is defined responsiveness of the medium towards the user. Personally i think this is a good description of interactivity, when you are interacting with people over Social networking sites you do not want the medium standing in the way of expressing your message. When the medium is fully responsive the communication towards the receiver becomes fairly easy for the source.

Finally the paper i’ve read [2] states why it is so important that we need to understand the psychological effects of interactivity”The authors state the it is critical for a society that is becoming saturated with interactive digital media that we need to learn more about this. I personally think this is an important subject as i’ve seen by myself that more and more kids grow up with these interactive social networks. This is unique and they are the first generations that will have access to these platforms. As a society we need to evaluate and discuss the effects of this development.

[1] 9. Rafaeli, S. Interactivity: From new media to communication. In R. P. Hawkins, J. M. Wiemann & S. Pingree (Eds.), Advancing communication science: Merging mass and interpersonal processes (pp. 110-134). Sage, Newbury Park, CA, 1988.