The Triviality of Facebook

Within a given group of friends on a social network such as Facebook, there exist several “gatekeepers” who share news with their friends. In the traditional model of gatekeeping, editors and journalists (gatekeepers) decide what raw content makes it to the readers (the gated) but, on the Web, the two roles are interchangeable. Also, when a regular Facebook user shares a news story or forwards a notice about a new release from the Penn State Press, that user is, at least psychologically, considered just as much a source of that content as its actual originator. What does this mean for the Press’ ability to market its books using social networks? Several things.

First, in my opinion, the biggest challenge that faces social network marketing, especially for university presses, is also one of the most prevalent themes that has emerged from this research, the juxtaposition of the frivolous and newsworthy. I have interviewed several prominent news sharers on Facebook who purposely post and share humorous and entertaining items along with their important and newsworthy ones, including one user who employs his Facebook as a forum for both news sharing and comedy routines. Research has yet to show if this juxtaposition devalues or trivializes the news that is shared, but it doesn’t occur only at the individual level.

Although a book’s theme may have far-reaching and important implications, when the Penn State Press attempts to publicize an academic monograph on Facebook, I believe the social network’s users subconsciously juxtapose this content with their friends’ party plans and dinner invitations – simply because it’s all on Facebook. This trend hasn’t been empirically confirmed, but to avoid or minimize trivialization effects, the Press should use the structural elements of Facebook to its advantage. The University of Michigan Press does this effectively with its album of upcoming titles. By embracing Facebook and capitalizing on its capabilities as a social network rather than shying away from potential tabloidization, university presses can maintain their credibility while simultaneously developing an audience that, in many cases, already exists.