The business of conversations: market social media surveillance and visibility

Trottier, Daniel (2013) The business of conversations: market social media surveillance and visibility. First Monday, 18 (2). ISSN 1396-0466

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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.

Item Type: Article
Subjects: University of Westminster > Media, Arts and Design
Depositing User: Dr. Daniel Trottier
Date Deposited: 18 Feb 2013 14:55
Last Modified: 18 Feb 2013 14:55

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