Social noise: the influence of observers on social media information behavior

PurposeThe purpose of this paper is to introduce the concept of social noise. Under the influence of social noise, a social media user may adjust information behavior based on external cues, attempting to present themselves in a more desirable way to increase their social capital.Design/methodology/approachA qualitative study informed by an ethnographic approach was used to examine social media information behavior. Participants were observed using Facebook, followed by semi-structured interviews. Data analysis was theoretically grounded in thematic analysis but also adaptive to observations in the data.FindingsFour constructs of social noise were identified in the data. Identity curation emerged as the overarching consideration for individuals. The constructs cultural commitments and relationship management both had a strong presence within the data as well. The fourth construct, conflict management, was identified as social media users decided how to respond to individuals or information with which they did not agree.Originality/valueThis study reveals that social media users' awareness of observation by others does impact their information behavior. Efforts to craft a personal reputation, build or maintain relationships, pursue important commitments and manage conflict all influence the observable information behavior of social media users. As a result, observable social media information behavior may not be an accurate reflection of an individual's true thoughts and beliefs.