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1. A peek inside the Social Networks in Romania (Twitter, Facebook, HI5)

5. Twitter users: self-perception Information is their reason to be! Twitter is for them an efficient tool for… … promoting one’s opinions and ideas … offline socialization by organizing ad-hoc events and offline meetings Oriented towards achievement and self-development … problem solving Expect to find on Twitter straightforward communication, “breaking news” and practical information! On Twitter is the individual always connected and up-to-date

8. Facebook users: self-perception On Facebook is “the network that matters ” “ It is my private area that I am controlling ” “ sharing common interests ” Moments of relaxation Facebook is for them a tool used for… … promoting good causes … virtual entertainment … self-image management Expect to find on Facebook information from private and entertainment area related to their interests!

10. Facebook users perceived by HI5 users “ It’s not cool anymore to be in the same flock and Facebook is the new temptation!” “ Facebook is for polished people ! It is elitist ”, but… … your presence there requires certain standards that makes you behave in a stiff manner!

12. HI5 users: self-perception “ HI5 is like New York – heterogeneous, diversified, brightness and misery together! But, for all, HI5 means entertainment in different forms!” For younger users, “HI5 a tool for over-promoting self-image and self-praise ” For older users, “HI5 is already a routine ” and “represents the nostalgia for adolescence years” Expect to find on HI5 entertainment and attention!

13. HI5 users perceived by Twitter and Facebook users For Twitter users they are not-ok people – “ indecent ” and “ shallow ” (“HI5 is the place for cocalari, pitzipoance”) Facebook users are more tolerant – “ shallow people for whom their ego and (low-quality, cheap) entertainment matters”

14. Instead of conclusions… STABILITY SELF-ORIENTED ORIENTED TOWARDS THE OTHERS Tolerance Power Adventure Independence Accomplishment Dependency Conformism Inspiration Virtue Self-indulgence Belonging DEVELOPMENT Caution * Note : The “wheel of values” is a model which helps create typologies. It implies putting social behaviour, personality, values, and emotions of the users on a 2-axis system built on the basis of universally-valid values: STABILITY – DEVELOPMENT vs. SELF-ORIENTED – ORIENTED TOWARDS THE OTHERS/ ALTER - ORIENTED.

16. THANK YOU! You can get for free the complete results of the qualitative study by contacting Adina Mãdulãrea: adina.madularea@daedalusmb.ro