Involving the audience

INVOLVING THE AUDIENCE Involving the Audience: A Rhetorical Perspective on Using Social Media to Improve Websites examines the usability challenges raised by large complex websites and proposes ways the social web can expand usability research to address these new challenges Using the website HealthCare.gov as an initial illustration, Breuch explains how large complex websites are inherently challenged by open-ended, interactive tasks that often have multiple pathways to completion These challenges are illustrated through two in-depth case studies, each addressing the launch of an interactive, complex website designed for a large public audience Lee-Ann Kastman Breuch, Ph.D., is a professor in the Department of Writing Studies at the University of Minnesota, USA, where she is department chair Her research investigates rhetoric and digital writing in a variety of settings such as classrooms, professional organizations, and social media She teaches courses in technical communication, digital writing, usability research, and writing pedagogy Professor Breuch is a graduate faculty member in the University's Rhetoric and Scientific and Technical Communication Program and the Human Factors and Ergonomics program ATTW Book Series in Technical and Professional Communication Tharon Howard, Series Editor Citizenship and Advocacy in Technical Communication Godwin Y Agboka and Natalia Mateeva Communicating Project Management Benjamin Lauren Lean Technical Communication: Toward Sustainable Program Innovation Meredith A Johnson, W Michele Simmons, and Patricia A Sullivan Scientific and Medical Communications: A Guide for Effective Practice Scott A Mogull Plain Language and Ethical Action: A Dialogic Approach to Technical Content in the 21st Century Russell Willerton Rhetoric in the Flesh: Trained Vision, Technical Expertise, and the Gross Anatomy Lab T Kenny Fountain Social Media in Disaster Response: How Experience Can Build for Participation Liza Potts Involving the Audience: A Rhetorical Perspective on Using Social Media to Improve Websites Lee-Ann Kastman Breuch For additional information on this series please visit www.routledge.com/ ATTW-Series-in-Technical-and-Professional-Communication/book-series/ ATTW, and for information on other Routledge titles visit www.routledge.com INVOLVING THE AUDIENCE A Rhetorical Perspective on Using Social Media to Improve Websites By Lee-Ann Kastman Breuch First published 2019 by Routledge 711 Third Avenue, New York, NY 10017 and by Routledge Park Square, Milton Park, Abingdon, Oxon, OX14 4RN Routledge is an imprint of the Taylor & Francis Group, an informa business  2019 Taylor & Francis The right of Lee-Ann Kastman Breuch to be identified as author of this work has been asserted by her in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988 All rights reserved No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe Library of Congress Cataloging in Publication Data Names: Breuch, Lee-Ann Kastman, author Title: Involving the audience : a rhetorical perspective on using social media to improve websites / Lee-Ann Kastman Breuch Description: New York : Routledge, 2019 | Includes index Identifiers: LCCN 2018018684 Subjects: LCSH: Online authorship | Interactive multimedia | Web sites—Design | Rhetoric—Social aspects | Internet—Social aspects Classification: LCC PN171.O55 B74 2019 | DDC 302.23/1—dc23 LC record available at https://lccn.loc.gov/2018018684 ISBN: 9780815384533 (hbk) ISBN: 9780815384540 (pbk) ISBN: 9781351204194 (ebk) Typeset in Minion by Swales & Willis Ltd, Exeter, Devon, UK AUTHOR NOTE Correspondence concerning this manuscript should be addressed to Lee-Ann Kastman Breuch, Department of Writing Studies, University of Minnesota, Minneapolis, MN 55455 Contact: lkbreuch@umn.edu For Peter, Emily, and Coen—you are my support and inspiration CONTENTS List of Figures xiii xiv List of Tables xv Series Editor Foreword Acknowledgments xvii The Social Web Imperative Large Public Websites Are Increasingly Interactive and Complex  Case Studies of Complex Public Websites  Social Media Use Is on the Rise  Why Usability Studies Is Primed for Social Media Research  10 What Social Web Usability Looks Like: Real-time Feedback 14 Critique 14; Commentary  15; Collaboration  17 How Social Media Informs Website Usability  18 Listen More Closely to Audience Voices  18; Invite Dialogue with Audience  19; Reinforce Rapid Iterative Design  19 References 20 Appendix G FIRST-CYCLE CODEBOOK FOR LIBRARY CASE (HCLIB.ORG), TOP TEN WEB FORM WORDS Rank Freq/N Word Description  1 1696 new  2 1392 website  3 1227 books  4 1224 site  5 1025 old Most comments are about new website and site and system or new materials (books, DVDs, titles, book kits, etc.) References to new website: new site, new system, new design, new one, new interface, new options for search, new catalog References to new materials: new books, new app, new book kits, new PIN, new site launch, new DVD titles, new movies, new purchase Most comments address a comparison between “old” and “new” website While there are some positive comments on “new” website, more negative comments exist about new website Comments show many comparisons between “old” and “new” website with a reference to change Collocated words suggest this order: new, old, this, not, your, like, use, library, back, hate “Books” involved several key tasks Comments addressed website issues related to books, such as finding books, renewing books, creating book list, checking out books, requesting books, and searching for books Comments also showed questions about due and overdue books, as well as various book formats, such as audio books Many comments about “site” were similar to those mentioned about “website.” Comments addressed comparisons of new and old site Several comments are negative and demonstrate frustrations with new site The word “old” referenced the previous website: old system, website, one, better Many comments suggested that “old site is better”: “old is just fine,” “want old site back,” “I miss the old website.”  6 1023  7  997  8  962  9  881 10 850 account The word “account” showed direct reference to “My Account” feature of website Comments addressed the following issues: can’t find my account, can’t login to my account, my account doesn’t remember my information, want to toggle between accounts, want my account to connect to OverDrive Comments were repetitive regarding these issues find “Find” was a key word that referenced search Most references were negative, such as “I can’t find”: can’t find catalog, ebooks, my lists, account, Freegal, audiobooks, events, my account, interlibrary loan, book club info, search for a book, request, search box, location and hours, digital photos, CDs, specific library hours, holds, TeenLinks, meeting room, request status The word showed a range of things patrons could not find in the new website when The word “when” provided first-hand accounts of searching on the website The phrase “When I” recalled past attempts: when I look up a book, click on title, use search, try to login, request a book, try to share my account The word is useful for treks or recounting paths and tasks Several stories are referenced but there is not a clear pattern or theme search The word “search” was central and important Comments included questions about how to use the search bar or to even find it, showing difficulty of users adjusting to the new Google-search-bar model Comments included specific issues such as searching for ebooks, databases, a specific author, title, events, movie, or search by format Some comments asked how to a general search, or search for a movie A few comments were positive from people who loved the new search bar library This word showed broad usage Collocation showed the following key partner words: my, card, website, can, county, site, book, access, books, new, when, use, number Several comments addressed “library” as a technical term, such as library card (many uses), library account, renewals, system, computers, card number, barcode Other comments addressed member-related items such as “my,” “public,” and “local,” and there were several references to specific library locations (Webber Park, Edina, Wayzaka, Southdale, Rockford Rd, Golden Valley, NE, Wasburn, Anoka, Hopkins, Ridgedale, Eden Prairie, East Lake, Penn Lake) Some comments included descriptions of library patrons, such as “Avid library user,” volunteer, patron, fan, employee, or frequent user Appendix H FIRST-CYCLE CODEBOOK FOR LIBRARY CASE (HCLIB.ORG), TOP TEN FACEBOOK WORDS Rank Freq/N Word Description  1 20 library  2 18 search  3 18 website  4 15 books  5 15 hclib  6 14 can  7 14 more Many uses: library account, library card, library locations, library website No distinct pattern Mix of questions about search and suggestions about search (responses and questions) A few questions about website but mostly announcements about how to use the new website and positive comments about website Positive suggestions about how to check out books and ebooks, and how to use the new website to get books Most of the comments are part of the hclib URL Most are directed to specific pages that are included in announcements A few questions about the website Many suggestions for what you “can” with the new website: you can stream videos, you can start a search with criteria, you can select “subject” from drop-down menu, you can make online requests A few questions like “how can I [task]?” and two comments about things patrons cannot Positive uses: I can find more books, there are more graphic novels available in ebooks, I can navigate more easily, the website is mobile friendly and more capable than the app Some questions: can you provide more information? Thanks for feedback so we have more information about what needs fixing  8 13 app  9 13 have 10 13 new Questions about the mobile app that used to be part of the old website: “Are you really taking the app away?” Responses that say the website is mobile friendly and more capable than the app The word “have” is used in several ways Some ways signal issues: I have a question, I have to log in every day now Some ways address positive things: hundreds of titles have appeared in OverDrive, you now have the option, we have fixed the response time, libraries have so much to offer, have used this resource many times now Most uses of “new” address the new website, with both positive and negative comments: I can search topics in the new website, I am not thrilled with the new website, the new site takes too long to load Some responses from HCL: thanks for your feedback on the new website, the new website is mobile friendly and more capable Appendix I FIRST-CYCLE CODEBOOK FOR LIBRARY CASE (HCLIB.ORG), TOP TEN TWITTER WORDS Rank Freq/N Word Description  1 98 http  2 39 library  3 29 xCA  4 28 new  5 26 https  6 21 app Beginning of URL addresses Links to specific pages where patrons can find help Library card, library offers, what library, library’s internet speed, library lovers, specific locations, library will host ereader, library website, library app, library ebooks Library card is most frequent Appears to be part of code that shows up in AntConc but does not appear in the data itself Twitter must have codes in the data Not a word and does not really appear in the data (is not entered by HCLib staff) New website, site, card, new to our website, new features, new book, new look, new version, new titles, new nonfiction, new catalog, new user interface, new program page Beginning of URL addresses with https preface Most pages are to parts of the library website Redirects to apps OverDriveLib app, reader app, Boopsie app, website is more capable than the old app, OneClickDigital app, 3MCloudLibrary app, can log in and use apps through your account  7 21 card  8 20 now  9 20 website 10 18 hclib Library card, card number Most references are to the library card Website will ask for card number Songs are free with Freegal through library card Now user friendly, full speed now, now you can download, now stream, now – pm, now offer lynda.com, now available with library card, working out bugs now, is it working for you now? You can now suspend holds Comment: mentions things you can “now” with the new website Also questions about whether things are working and back to normal Also new things like lynda.com New responsive website, website now mobile friendly, mobile-friendly website, we have a new website, library’s website, new to our website, website issues have been resolved, is there a specific website that is slow, new HCLib website tip Most references “@hclib”: the new @hclib is blowing my mind!, ILL to request items not owned by @hclib, through @hclib you can use @lynda for free, using @hclib is a snap with the 3MCloudLibrary Appendix J ATTEMPT AT SECOND-CYCLE CODING (ASSIGNING IN VIVO CODES TO CATEGORIES) Category Description Rank Frequency Word Impressions Opinions, reactions, likes and dislikes about the new website Issues Descriptions of specific problems in the new website  1  2  4  5 10 12 21 22 23 31 33 37 41 45 48  3  6  7  9 13 16 18 19 20 24 29 32 34 35 1696 1392 1224 1025  850  839  484  449  440  296  288  257  226  206  201 1227 1023  997  881  832  639  519  510  497  434  359  292  276  258 new website site old library like please want system user thanks easy difficult friendly thank books account find search list renew request back catalog log access author cannot requests 36 39 40 46 47 49 50  258  249  233  206  205  198  196 titles due format error checked ebooks overdrive Appendix K FIRST-CYCLE CODEBOOK OF QUESTION WORDS IN LIBRARY CASE (HCLIB.ORG) Ranking Freq/N Word  8 962 14 743 15 664 17 554 25 426 when Descriptions The word “when” provided first-hand accounts of searching on the website The phrase “When I” recalled past attempts: When I look up a book, click on a title, use search, try to login, request a book, try to share my account how The word “how” signaled questions, mostly “how I”: How I limit search, search for items by location, look up book by author, search for ebooks? Most “how” questions had to with searching Similar questions were repeated what The word “what” indicated questions but also other words: “What I do” or “What I’m looking for.” Uses of the word were mixed, with several variations Of the question words, this word revealed the fewest detailed questions where The word “where” signaled questions about finding things on the new website, such as “Where can I find” or “Where is” or “Where I find”: Where is Freegal, where is the catalog, where are databases, where are ebooks, where I find ILL? why The word “why” reflected questions from patrons who tried to understand the change Most of the questions reflected frustration, some were emotional, and some reflected suggestions: Why no catalog? Why not list authors? Why make this so difficult? INDEX abbreviations 93–94, 103 accelerators (advanced features) 35 accomodationist approaches 11 actor-network theory (ANT) 59–60, 159 adherence 27, 42–43, 105–106, 144, 145, 153 advertising 77–78, 121–122 Affordable Care Act (ACA) 1, 5, 65, 75, 76–77, 78, 85, 92, 98, 105 Albers, M J 3, 11, 12, 35 Alexa analysis methods 59–73, 159–162, 164–170 announcements 138, 152 anonymization of data 55 anonymous posters 95, 106, 154, 161 AntConc 58, 72–73, 82, 123, 166–167, 176 application programming interfaces (APIs) 57 applied thematic analysis 71–72, 168 archetypal users 35 archival data 57, 93, 159 Aristotle 26–27, 147 assisters 78, 80, 111 Audience Addressed/Audience Invoked 29–30, 147, 151 audience analysis techniques 31, 37–38 audience footprints 36, 37–46, 89, 105–106, 134, 144–146, 155, 169 audience response as unit of analysis 66, 69, 70–71 audience voices, listening to 18–19 audience-initiated feedback 157–158 audits 108–109 authenticity, audience 154, 161–162 Bakhtin, M 27–28 Barnum, C 35, 36, 159 Batchelor, B 30 behavior patterns 32 Belmont Report 54 Bishop, M J 17 blogs: audience footprints 106; commentary activities 15–17, 41; content-sharing purposes of social media platforms 52; dialogic ethics 19; issues (category) 100, 101; manyto-many interactivity 154; MNsure social media feedback 10, 81–82, 83–87; MNsure top 25 words 82, 83–84; MNsure top ten words 177–179; overview of case studies 66–67, 69; reason for selecting to research on 53; references (category) 103–104; relevance for usability studies 52 Bolter, J D 31 branding 80, 116–117, 118, 119–120 Breuch, L K 111 Brooks, K 34, 35 Brumberger, E 161 Burke, K 27, 28–29, 41, 154 Carr, D 32 case studies (overview) 64–70 case study approach 63–64, 148, 170 196 Index case study takeaways 148–151 categories, creating 96–104, 132–140, 167–169, 172–174, 192–193 change management 142–144, 145 choosing appropriate social media feedback 51–54 citizenship 12–13, 152, 153 civility 162 close reading 62 co-creation 30 codebook 165–166, 167, 171–172, 177–191 coding cycles 72–73, 165 cognitive walkthroughs 33 collaboration activities 12, 17–18, 42, 138, 145 collocation 58, 72–73, 123 commentary activities 15–17, 40–41 complex information systems 2–4, 12, 34–35, 63 composite audience 27, 39–41, 105–106, 144, 152–153 composition/writing studies theory 29–30 concordance 58, 72–73, 82, 123 concrete audience descriptions 39–46 confidentiality 55, 122 consent 54–55 constructivist approaches 11 consubstantiality 42 contemporary rhetoric 27 content analysis 61–62, 73, 159, 164 content searches 160–161 content-sharing purposes of social media platforms 52 context of words 82, 125, 166–167 contextual information 19, 39, 111, 134, 145, 148–149, 156, 160 contextual inquiry 25, 33 cooperation 28–29 Corbin, J 60–61, 71, 165 costs of website development Courtot, B 77, 78 Cowley, S 60, 61, 165 critical theory 29 critique activities 14–15, 41–42 Crosby, J 77, 78 Culturally Localized User Experience (CLUE) 11 data analysis 59–73, 159–162, 164–170 data management and preparation 58 data ordeals 33 data reduction 57 data redundancies 56 data retrieval techniques 56–58, 159, 175–176 data scraping 57 data selection 57 de-identification of data 55 Deloitte 110, 111 demographics 38, 40, 56, 155; see also identification of users dialectics 26 dialogic ethics 19, 27, 152, 153 dialogic nature of feedback 19, 87, 89–92, 129, 136, 137, 138, 140, 150–151, 158 Digg 52 disaster responses 59 distributed responses document design 30–31 Dorsey, Jack 162 Dunlap, D 26 dynamic information 2–3, 5, 12, 35, 150–151 ebizmba,com Ede, L 29, 30, 147, 151 emails 19, 53–54 embedded units of analysis 70–71 embedding content in other social media 52 Enroll UX 2014 project 79–80 errors 14, 39, 75–76 Estes, J ethical issues 54–56, 66, 70 ethos (appeals to character) 27, 147 exclusion of some users 19 experience architecture 10, 12 Facebook: advertising new Hclib.org 122; audience footprints 106; as default helpdesk 150, 151; dialogic ethics 19; Hclib social media feedback 122, 123, 124, 128–130, 135, 137–140, 142, 145–146, 149, 150; Hclib top words 125, 188–189; impressions (Hclib) 134; impressions (MNsure) 98; issues (Hclib) 135; issues (MNsure) 99, 100–102; many-to-many interactivity 154; as microblog 16; MNsure social media feedback 81–82, 87–92, 98, 99, 100–102, 103–104, 105, 106–112, 150; MNsure top 25 words 82, 87–89; MNsure top ten Facebook words 180–182; most popular social media sites 8, 16, 51; number of participants 8; overview of case studies 66–67, 69; Index  197 reason for selecting to research on 52–53; references (MNsure) 103–104; responses (Hclib) 137–140; responses (MNsure) 91–92, 101, 102, 106–112, 150; social networking 51 Facepager 57, 58, 175 feedback, defined 14 feedback features on websites 53, 122 field studies 25 first-cycle coding: Hclib top ten Facebook words 188–189; Hclib top ten Twitter words 190–191; Hclib top ten web form words 186–187; Hclib.org 124–132; memo of reflections 171–172; method 72–73, 166–167; MNsure top ten blog words 177–179; MNsure top ten Facebook words 180–182; MNsure top ten Twitter words 183–185; MNsure org 81–96 focus groups 33 focused coding: Hclib.org 132–140; memo of reflections 172–174; method 72, 167–169, 192–193; MNsure.org 96–104 folksonomies 15 forum moderators 13 Foucault, Michel 29 frequency searches 71–72 Friess, E 60 Frith, J 60 front-end design issues Fullick, M functions and sub-functions 110–111 future directions 159–162 Gallagher, J R García-Bariocanal, E 15 genre 28 Gentle, A 13, 17, 31 Glaser, B 60, 71, 164 Golbeck, J 55, 57–58, 59 Google 16 Google+ Gould, J D 12 grounded theory 60–61, 71, 159, 164 Guest, G 71, 72, 73, 165 Hackos, J 34 Haenlein, M 8, 15, 16 Hannah, M A 56, 60, 151 hashtags 16, 52, 53, 57, 93–94, 103–104 Hawksey, M 57 Hclib.org: adherence 42; background 115–119; blog comments 16–17; categories, creating 168; composite audience 40; help systems 151; impressions (category) 132, 133–135; issues (category) 132, 135–137, 149; launch 7, 114, 119–122, 142–144; minis 43–44; overview of case study 67–70; overview of organization 5–6; personas 35–36; question words 194; response (category) 123, 129–130, 131, 132, 137–140, 145, 149–150; selection as case study 64; social media feedback 114–146, 150; top ten Facebook words 188–189; top ten Twitter words 190–191; top ten web form words 186–187 HealthCare.gov 1, 64, 75, 76–77 Heath, H 60, 61, 165 help forums 13, 17, 59 “help” services 7, 111, 140, 148–149, 150–151 helpfulness ratings 15 Henderson, A 3–4 high-frequency words: grounded theory 60; Hclib.org 81–96, 186–191; MNsure org 123–132, 135, 166–167, 177–195 Hill, I 77, 78 history of usability in technical communication 11 Howard, T W 11, 12 human factors and usability 12 human-centred design 12 human-computer interaction (HCI) ideal truth 26 identification 28, 41–42, 105, 144–145, 154 identification of users: audience footprints 37–38, 43; benefits of email 19; data management and preparation 58; data retrieval techniques 56; Hclib.org 122, 134, 144, 145; MNsure.org 99, 149; often hidden 37–38; sampling methods 55; self-identification of users 43–44, 45; see also minis; personas impressions (category) 96–98, 132, 133–135, 148–149, 156 in vivo coding see first-cycle coding inductive data analysis methods 60–61, 71, 165, 169 inferential data analysis techniques 61, 73 inquiry patterns 32–33 Instagram 8, 52 integrity 161–162 interaction design 32 interactivity 2–4, 31, 87, 90, 147 198 Index interviews 69–70, 123, 140–144, 155 involved audience 4, 25–26, 105–106, 144–146, 147–163 Isocrates 26 issues (category) 96–97, 99–103, 132, 135–137, 148–149, 155–156 iterative design 19–20 Jenkins, H Johnson, J 3–4 Johnson, R R 11, 12, 13, 25, 26, 29, 47, 151, 152, 170 journey maps 33, 44–46, 145 just-in-time feedback 156–157 Kahn, S 10 kairos 26 Kaplan, A M 8, 15, 16 Kennedy, G A 27 key words 57 key-word-in-context (KWIC) 72–73, 123, 161, 165 Kimball, M A 32 Korfatis, N 15 Krippendorff, K 61–62, 73 Lam, C 56, 60, 151 language, and rhetoric 27–28 language, plain 30–31, 142 language use, analyzing 58; see also highfrequency words Latour, B 59 Lauer, C 161 Leitz, Scott 108 Lewis, C 12 “likes” 42, 57 limitations of social media feedback 37–39 LinkedIn 8, 51 Lippincott, R 30 logic, formal 26 logos (appeals to logic) 27, 147 logos (branding) 80, 116–117, 118 Lund, A M 10 Lunsford, A 29, 30, 147, 151 Lutkewite, C Mackiewicz, J 15, 17, 31, 60, 151 MacQueen, K M 71, 72, 73, 165 marketing campaigns 77–78 Mazur, B 30 McGrail, M 16 microblogs 16, 19, 41, 52; see also Facebook; Twitter Miller, C R 30 Miller, W 10 minis 43–44, 89, 98, 106, 134, 144, 145, 149, 156, 160 Mirel, B 13, 32–33 MNsure.org: audience involvement 6–7; background 77–79; categories, creating 168; example of social media revealing user feedback 10; help systems 151; identification 41; impressions (category) 96–98, 149; issues (category) 96–97, 99–103; journey maps 33; launch 5, 75–76, 79–81; minis 44; overview of case study 65–67; overview of organization 5; personas 36; personnel changes 108; public blog Q&A formats 17–18; references (category) 96–97, 103–104; responses 149–150; selection as case study 64; social media feedback 81–104, 148–149, 153; storytelling 34; time urgency 156–157; top ten blog words 177–179; top ten Facebook words 180–182; top ten Twitter words 183–185; treks 45–46; word-of-mouth feedback 15 mobile technologies 119, 120, 131, 140 modified grounded theory 60–61, 71, 123, 164–166 multiple posters 87, 88, 93, 122, 161 multiple-case study design 63–64 Namey, E E 71, 72, 73, 165 Nielsen, J 9, 14 non-linear structures 31, 35 Norman, D 14 NVivo 58, 82, 160, 166, 167, 176 Obamacare 44, 76–77, 82, 85, 92, 93, 105 observation methods 25, 39, 155 Olbrechts-Tyteca, L 27, 29, 39, 42, 105, 147, 152, 153 open-source software 13 Optum 108–109 O’Reilly, T organic user feedback 157–158 organization response as unit of analysis 66, 69, 70–71 Paretti, M C 30 participants, users redefined as 12–13 participatory culture 9, 11 participatory design approaches 12, 20, 25, 29, 152 Index  199 participatory writing 13 passivity 8, 13, 25, 26, 27, 28, 32, 147, 163 past tense 168 pathos (appeals to emotion) 27, 147 Perelman, C 27, 29, 39, 42, 105, 147, 152, 153 personas 31, 35–37, 43, 111, 134, 145; see also minis persuasion 27, 42, 105, 153, 162 Pew Internet Research Center Pinterest 8, 52 plain language 30–31, 142 Plato 26 politeness 107, 152, 162 polyphony 158 Porter, J E 29 positive feedback 14, 157; Hclib.org 126, 128, 130–131, 133, 134, 139, 144; MNsure.org 84, 95, 105 post-modern usability 10–11 Potts, L 9, 12, 13, 31, 59 privacy 6–7 proactivity 6, 107, 130, 138–139, 140, 146 productive usability 13 public blog Q&A formats 17 public responses 91–92, 101, 102, 106–112, 123 public versus private postings 54–55, 56, 57, 66, 91, 107, 156 purposes of social media platforms 51–54 qualitative elements of usability 11 qualitative research 60–61, 62, 71–73 quantitative methods 61–62, 72 Quesenbery, W 34, 35 question words 124, 135–136, 160 random sampling 56, 58 Rapid Iterative Testing and Evaluation (RITE) 20 rapid usability testing 10 ratings 14–15, 42 readers, audience as 30–31 real-time feedback 4, 10, 14–18, 150, 157 real-time versus archival data 57 rebuilds, website 110–112 recall, inaccurate 38–39 reciprocity 30 recommender systems 14–15, 42, 57 recursive decision-making Reddit 8, 52 redirects 6–7, 90–91, 92, 102, 105, 107 Redish, G 3, 11, 12 Redish, J C 30–31, 34, 35 references (category) 96–97, 103–104 replicability 64 “report a bug” forms 53, 69, 122, 159 representativeness of audience 38, 56, 155 research questions 62–63, 148, 162–163 response (category) 123, 129–130, 131, 132, 137–140, 145, 149–150 responsive/fluid design strategies 120 retrieving social media data 56–58 retrospective data collection methods 57 rhetorical roots of audience involvement 25–50, 147, 154, 163 Saldaña, J 72, 123, 124, 165, 166, 167–168 salient categories 72 Salvo, M J 11, 12, 19, 25, 27, 152 sampling methods 55–56, 58 Sánchez-Alonso, S 15 sarcasm 125, 126, 167 scenarios 36, 79–80, 110 Schade, A Schafer, L 108 Schriver, K A 30–31 second-cycle coding: Hclib.org 132–140; memo of reflections 172–174; method 72, 167–169, 192–193; MNsure.org 96–104 self presentation 16–17 self-identification of users 43–44, 45 self-reported data 38–39, 149, 155, 168 self-representation 43 self-selection 19, 55–56 sensemaking 33 Serres, C 109 Simmons, W M 13 smart technology Snapchat 52 social consumers 57 social media analytics 57 social media, definition 7–10 social media manager roles 141, 161 social media use, defined social network analysis (SNA) 59, 159 social networking 8, 51–52 social web integrity 161–162 social web usability 10–13, 14–18, 148–163, 169–170 Spyridakis, J H 12 Still, B 11 storytelling 34–35, 111–112, 140, 157 Strauss, A 60–61, 71, 164, 165 Sun, H 11 200 Index super users 35 supplementary approach, social media feedback as 37, 39, 56, 155–159 Swarts, J 13, 31, 59, 151 symbolization 28 systematic analysis 61–62 TAGS (Twitter Archiving Google Spreadsheet) 57, 58, 175 task flows 109, 110–111 task landscapes 33 technical communication (discipline) 9, 11, 13 technical communication theory 30–32 technical writing 13 Tindale, C W 27 Todd-Malmlov, April 108 treks 44–46, 89, 99, 106, 124, 136–137, 144, 145, 149, 156, 157, 160 triangulation 66, 155 trolling 95, 106, 161 truncated responses 16, 52, 93 Tumblr Twitter: advertising new Hclib.org 122; as default helpdesk 151; dialogic ethics 19; Hclib social media feedback 122, 123, 124, 130–132, 134, 137–140, 142, 145, 146, 150; Hclib top words 125, 190–191; “healthy” feedback 162; impressions (Hclib) 134; impressions (MNsure) 98; issues (MNsure) 99, 101; many-to-many interactivity 154; as microblog 16; MNsure social media feedback 81–82, 92–95, 98, 99, 101, 103–104, 105, 150, 153; MNsure top words 82, 93–95, 183–185; number of participants 8; overview of case studies 66–67, 69; reason for selecting to research on 53; references (MNsure) 103–104; responses (Hclib) 137–140; social networking 51–52; TAGS (Twitter Archiving Google Spreadsheet) 57–58, 175 two coding cycles 72–73, 123, 165 units of analysis 66, 69, 70–71 universal audience 27, 39, 147, 152 university websites Urban Institute 78 usability, insights about 154–159 usability studies 3, 9–13, 32–37, 53, 149 usability testing 25, 33, 39, 110, 119, 120, 158–159 useful, intent for 13 user experience (UX) design 11, 32–37, 145 user goals 32, 34, 137, 150, 168 user identities see identification of users user performance 168 user preference 168 user stories 34–35 user-as-citizen 13; see also citizenship user-centred design (UCD) 12 user-generated content (UGC) 2, 63 usernames 37–38, 55 Van Dijck, J vignettes 111 VK Volosinov, V N 27 wayfinding 33, 45; see also journey maps; treks Web 2.0: defined 7–11; technical communication theory 31–32 web forms: Hclib social media feedback 122, 126–128, 137, 140, 141–142, 145, 149; Hclib top words 125, 126–128, 186–187; overview of case studies 69; selection as data format 53 web writing/design scholarship 31 Weber, R P 61, 73 Wikipedia 17 Wikis 17 Wilkinson, M 77, 78 word frequencies 60, 72–73, 81, 83, 166–167, 177–191; see also highfrequency words word lists 71–72 word searching 72 word-of-mouth feedback 15, 42 writing studies theory 29–30 Yin, R K 63, 64, 122 YouTube 8, 8, 52 Zachry, M 12 Zhao, X 17 Zoetewey, M W 11, 13, 25 ... about involving the audience through the use of “user-generated content” harvested from social media to help improve the usability and user-experience of websites Like all the other books in the. .. synthesis of the The Social Web Imperative  11 understanding of the user and context, and the growing understanding of the principles of how people interact in the world” (p 4) Recognizing the. . .INVOLVING THE AUDIENCE Involving the Audience: A Rhetorical Perspective on Using Social Media to Improve Websites examines the usability challenges raised by