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El. knyga: Involving the Audience: A Rhetoric Perspective on Using Social Media to Improve Websites

(University of Minnesota)
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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.

List of Figures xiii
List of Tables xiv
Series Editor Foreword xv
Acknowledgments xvii
1 The Social Web Imperative 1(24)
Large Public Websites Are Increasingly Interactive and Complex
2(2)
Case Studies of Complex Public Websites
4(3)
Social Media Use Is on the Rise
7(3)
Why Usability Studies Is Primed for Social Media Research
10(4)
What Social Web Usability Looks Like: Real-time Feedback
14(4)
Critique
14(1)
Commentary
15(2)
Collaboration
17(1)
How Social Media Informs Website Usability
18(2)
Listen More Closely to Audience Voices
18(1)
Invite Dialogue with Audience
19(1)
Reinforce Rapid Iterative Design
19(1)
References
20(5)
2 Rhetorical Roots of Audience Involvement 25(26)
What Is "Audience Involvement"?
25(7)
Audience in Classical and Contemporary Rhetorical Theory
26(3)
Audience in Rhetoric and Composition/Writing Studies Theory
29(1)
Audience in Technical Communication Theory
30(2)
Audience in Usability and User Experience Practice
32(5)
Inquiry Patterns and Journey Maps
32(2)
Storytelling
34(1)
Personas
35(2)
Finding "Audience Footprints" in Social Media
37(10)
Composite Audience
39(2)
Identification
41(1)
Adherence
42(1)
Minis
43(1)
Treks
44(3)
Summary
47(1)
References
47(4)
3 Social Web Usability Research Method(s) 51(24)
Selecting Forms of Social Media Feedback Related to Website Usability
51(3)
Identifying Ethical Issues in Social Web Usability Research
54(2)
Consent
54(1)
Confidentiality
55(1)
Sampling
55(1)
Audience Representativeness
56(1)
Retrieving Social Media Data
56(2)
Data Management and Preparation
58(1)
Analyzing Social Media Feedback
59(3)
Social Network Analysis
59(1)
Actor-Network Theory
59(1)
Grounded Theory
60(1)
Content Analysis
61(1)
Analytic Approach Used in This Book
62(1)
Why Did I Use a Case Study Approach?
63(1)
What Cases Are Included?
64(7)
Case 1: MNsure.org
65(2)
Case 2: Hclib.org
67(3)
Embedded Units of Analysis
70(1)
What Steps Did I Take to Analyze Data?
71(2)
Two Coding Cycles
72(1)
Summary
73(1)
References
74(1)
4 Failure and Fallout/Response and Recovery 75(39)
Background of HealthCare.gov
76(1)
Background of MNsure.org
77(2)
Launch of MNsure.org
79(2)
Social Media Feedback: Failure and Fallout
81(25)
First-cycle (In Vivo) Coding
81(15)
Second-cycle (Focused) Coding
96(9)
Insights on Involved Audience
105(1)
Responses from MNsure: Response and Recovery
106(7)
Facebook Responses
106(2)
Personnel Changes
108(1)
Website Audit
108(1)
Enrollment Adjustments and Extensions
109(1)
Rebuilding Website
110(2)
Enrollment Results
112(1)
References
113(1)
5 Trouble with Searches/Managing Change 114(33)
HCL Website Background
115(4)
2014 New Website Launch
119(3)
Social Media Feedback: Trouble Finding the Catalog Search Function
122(18)
First-cycle (In Vivo) Coding
124(8)
Second-cycle (Focused) Coding
132(8)
HCL Response: Managing Change
140(4)
Interview Summary
144(1)
Audience Involvement
144(2)
References
146(1)
6 Audience Involved/Audience Initiated 147(17)
Insights from Case Studies
148(3)
Contextual Understanding Was Enhanced by "Issues" and "Impressions" Expressed in Social Media Comments
148(1)
The Category of "Response" Underscored the Need for Strong Organizational Presence in Social Media Spaces-Media Channels Were Used Differently
149(1)
Both Cases Affirmed the Importance of "Help" Systems
150(1)
Insights about Audience
151(3)
Involved Audience
151(1)
Dialogic Ethic
152(1)
Composite Audience
152(1)
Adherence
153(1)
Identification
154(1)
Insights about Usability
154(5)
Characteristics of Social Web Usability
156(3)
Future Directions
159(1)
Data Analysis
159(3)
Content Searches
160(1)
Investing in Social Media
160(1)
Social Web Integrity
161(1)
Summary
162(1)
References
163(1)
Methodological Appendix 164(7)
Modified Grounded Theory
164(2)
First-cycle Coding
166(1)
Second-cycle Coding
167(2)
Social Web Usability
169(1)
References
170(1)
Appendices
Appendix A: Sample Memo 1
171(2)
Appendix B: Sample Memo 2
173(2)
Appendix C: Sample Memo 3
175(2)
Appendix D: First-cycle Codebook for MNsure Case (MNsure.org), Top Ten Blog Words
177(3)
Appendix E: First-cycle Codebook for MNsure Case (MNsure.org), Top Ten Facebook Words
180(3)
Appendix F: First-cycle Codebook for MNsure Case (MNsure.org), Top Ten Twitter Words
183(3)
Appendix G: First-cycle Codebook for Library Case (hclib.org), Top Ten Web Form Words
186(2)
Appendix H: First-cycle Codebook for Library Case (hclib.org), Top Ten Facebook Words
188(2)
Appendix I: First-cycle Codebook for Library Case (hclib.org), Top Ten Twitter Words
190(2)
Appendix J: Attempt at Second-cycle Coding (Assigning In Vivo Codes to Categories)
192(2)
Appendix K: First-cycle Codebook of Question Words in Library Case (hclib.org)
194(1)
Index 195
Lee-Ann Kastman Breuch, Ph.D., is an Associate Professor in the Department of Writing Studies at the University of Minnesota, 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 Rhetoric and Scientific and Technical Communication Program and the Human Factors and Ergonomics program at University of Minnesota.
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