A familiar face(book): profile elements as signals in an online social network

ABSTRACT

Using data from a popular online social network site, this paper explores the relationship between profile structure (namely, which fields are completed) and number of friends, giving designers insight into the importance of the profile and how it works to encourage connections and articulated relationships between users. We describe a theoretical framework that draws on aspects of signaling theory, common ground theory, and transaction costs theory to generate an understanding of why certain profile fields may be more predictive of friendship articulation on the site. Using a dataset consisting of 30,773 Facebook profiles, we determine which profile elements are most likely to predict friendship links and discuss the theoretical and design implications of our findings.

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INDEX TERMS

Primary Classification:
  H. Information Systems
  H.5 INFORMATION INTERFACES AND PRESENTATION (I.7)
      H.5.3 Group and Organization Interfaces
          Subjects: Collaborative computing

Additional Classification:
  H. Information Systems
  H.5 INFORMATION INTERFACES AND PRESENTATION (I.7)
      H.5.3 Group and Organization Interfaces
          Subjects: Web-based interaction

General Terms:
Human Factors

Keywords:
online social networks, profiles, signaling theory, social capital