The business of conversations: market social media surveillance and visibility

Trottier, D. 2013. The business of conversations: market social media surveillance and visibility. First Monday. 18 (2).

TitleThe business of conversations: market social media surveillance and visibility
AuthorsTrottier, D.
Abstract

Businesses increasingly rely on social media for personal information, which renders their market more visible. This paper draws on a surveillance studies perspective to consider the growth of market surveillance on social media. Drawing on a series of 13 semi–structured interviews with professionals who use Facebook as a business tool, this paper considers three emerging strategies. Radical transparency imports self–presentation tactics in a corporate realm, furthering corporate visibility. Listening refers to the surveillance of personal information. Finally, a conversational approach combines the visibility of both the market and the corporate actor. While popular literature celebrates this as a kind of mutual transparency, corporate actors are strategic in terms of what they present on social media.

JournalFirst Monday
Journal citation18 (2)
ISSN1396-0466
YearFeb 2013
PublisherFirst Monday Editorial Group
Web address (URL)http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/3930/3413
Publication dates
PublishedFeb 2013

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