Selected Business Article

Can social media get you fired?

http://www.bbc.com/capital/story/20130626-can-social-media-

get-you-fired

Caitlin Chartier Professor Klinkowstein

Caitlin Chartier Professor Klinkowstein

Summary

Good for establishing a presence as an

expert.

Caitlin Chartier Professor Klinkowstein

Summary

Too much personal information has a

bad connotation.

Caitlin Chartier Professor Klinkowstein

Summary

Inappropriateness leads to loss of job.

Caitlin Chartier Professor Klinkowstein

Setting / Activity for

Ethnographic Observation

Randomly search 15 student’s posts on

Facebook, Twitter, and Instagram

Caitlin Chartier Professor Klinkowstein

Scouting Image for

Ethnographic Research

Ethnographic Research, Student’s

Facebook, Instagram, and Twitter

Ethnographic Research, Student’s

Facebook, Instagram, and Twitter

Ethnographic Research, Student’s

Facebook, Instagram, and Twitter

Ethnographic Research, Student’s

Facebook, Instagram, and Twitter

Ethnographic Research, Student’s

Facebook, Instagram, and Twitter

Ethnographic Research, Student’s

Facebook, Instagram, and Twitter

Ethnographic Research, Student’s

Facebook, Instagram, and Twitter

Ethnographic Research Observations

Only 6 of the 15 students showed

inappropriate behavior on their social media

accounts.

Most inappropriate behavior that did happen

included cursing, especially the use of the

word “fuck.”

Ethnographic Research Observations

Ethnographic Research Observations

Another trend was posting pictures with

alcoholic beverages in hand.

Ethnographic Research Observations

Many students admitted to deleting

inappropriate posts recently, before colleges

could see them.

Ethnographic Research Observations

Students with inappropriate posts “don’t care”

and did not feel the need to delete them.

Ethnographic Research Findings

The biggest problem was the excessive

amount of posting on all three social media

websites.

Ethnographic Reading Summary

Going Deeper, Seeing Further: Enhancing

Ethnographic Interpretations to Reveal More Meaningful

Opportunities for Design

There are10 ways that corporate ethnography

gets deeper and more valuable insights.

Ethnographic Reading Summary

Going Deeper, Seeing Further: Enhancing

Ethnographic Interpretations to Reveal More Meaningful

Opportunities for Design

Analogous cases help magnify details that

could have been disregarded.

Ethnographic Reading Summary

Going Deeper, Seeing Further: Enhancing

Ethnographic Interpretations to Reveal More Meaningful

Opportunities for Design

Try to directly involve customers in more open

and collaborative ways.

Ethnographic Reading Summary

Ethnographic Research- Who are the users? How do they

operate within their cultures?

Ethnography is "the study and systematic

recording of human cultures.”

Ethnographic Reading Summary

Ethnographic Research- Who are the users? How do they

operate within their cultures?

Research produces the ability to understand

in-depth user contexts.

Ethnographic Reading Summary

Ethnographic Research- Who are the users? How do they

operate within their cultures?

Different from market research, which finds

averages and generalities.

Ethnographic Reading Summary

TSA Checkpoint Evolution for Transportation Security

Administration

TSA will now focus on explosives and people

with “hostile intent.”

Ethnographic Reading Summary

TSA Checkpoint Evolution for Transportation Security

Administration

IDEO designed a solution that calmed the

environment of the checkpoint.

Ethnographic Reading Summary

TSA Checkpoint Evolution for Transportation Security

Administration

Security and passenger experience improved

because hostile intent became more visible.

Proposal for an Innovative

Business

Using custom design data filters to clean

social media by extracting curse words in

posts and alcohol in pictures.

Proposal for an Innovative

Business

Resulting posts will be monitored each day

and send alerts when days have too many

posts.

Proposal for an Innovative

Business

Applications include job, internship, and

college applications, and appropriate

communication between peers and family.

Tagline Research

1. Just Do It (Nike)

2. Connecting People (Nokia)

3. Got Milk? (California Milk Processor Board)

New Tagline

Got Filth?

Raw Background Images

Blurred Background Images

Image and Tagline Study