Saiph Savage, Carlos Toxtli, Angus Forbes, Grant McKenzie, Shloka Desai, Tobias Hollerer
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Traditional Media
-Only select persons are content producers.
-One-way non-reciprocal communication.
-Hard to measure audience’s reactions and interests.
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Social Media
-Every internet user can be a content producer
-Audience can participate and interact
-Easily measure audience’s reactions and traits
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What is an Audience?
“Group of people who encounter a work of art, literature, theater, music, video games, or content in any medium.”
-The people formerly known as the audience, Rosen J. 2012
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Motivations
What is important when people target their audiences?
Savage et al. identified 3 key aspects:
People want to target audiences whose interests match what they are sharing.
People use their audiences to help distribute content.
People want to be relevant to the audience they target; includes sharing things that are relevant spatially.
Data visualizations could help users easily gauge the traits of their audience. �
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Motivations
Long lists make it �difficult to gauge �the overall traits of an audience.
�Not Clearwhat’s the best way to engage with my friends who love Lady Gaga! �What other things do they have in common?
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Motivations
Filters may limit understanding the diversity of an audience.
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Related Work
Expert Search�SaNDVis: A tool for finding experts in a social network based on expertise on a certain topic, and their locarion.�Perer et al. VAST 11’�People Recommendation Algorithm :�-Recommending People on Social Networking Sites� Chen et al, CHI 09’�-Recommending targeted strangers from whom to solicit information on social media� Mahmud et al IUI 13’�
Not focused for the particular task of targeting audiences.
Needs of User might be different!
SaNDVis!
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What we propose
On the fly find people relevant to users sharing needs.
Provide data visualizations that give users overviews and details of their targeted audience.�Considering Interests, Location, and Social Connections.
Study how data visualizations change (if any) how people select their audiences
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Workflow
Interest Detection
People’s Profiles
User Modeling
}
Person’s Search
Query
Recommendation Engine
Visualization Engine
Input
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Components
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Hax: Understanding your audience’s interests
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Visualizations http://socialquery.ml
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Transparent Interface
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Social Spread Interface
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Social Spread Interface
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Location Based Interface
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Usability Inspection
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Procedure
15 users from the Facebook group.
Conducted 15 targeted sharing tasks, and had to find 10 candidates for each task.
Each task belonged to one of the following scenarios: �-Find audiences to collaborate in an interest online�-Find audiences to collaborate in an interest offline�-Find audiences to help get online participation�-Find audiences to help get offline participation
Participants completed a survey about their experiences with Hax. We used Ground Theory to code the responses.
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Experiences from using Data Visualizations to Target Audiences
Serendipitous Discoveries
Visualizing Diffusion and Participation
Audience Diversity
Audience Verification
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Lessons Learned
Data visualizations empower users to consider spatial constraints, have cultural sensitivity and diversity.
Need to design tools that bring diversity to users
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Discussion
The Internet and social media in particular are changing how people interact with their audiences.
We need to design communication tools that consider the new relationships emerging among people and their audiences.