Pragmatic Tool vs. Relational Hindrance: Exploring Why Some Social Media Users Avoid Privacy Features

Social media privacy features can act as a mechanism for regulating interpersonal relationships, but why do some people not use these features? Through an interview study of 56 social media users, we found two high-level perspectives towards social media and privacy that affected attitudes towards and usage of privacy features. Some users took a pragmatic approach to using social media and felt comfortable using various privacy features as a tool to manage their social relationships (e.g., avoiding bothersome posts, not feeling compelled to interact). However, there were also users who viewed taking such privacy actions as a relational hindrance and were concerned how using certain features to meet their own needs would harm their relationships with others. Through a subsequent survey (N=320), we reveal how these two perspectives impact user behavior across four social media platforms (Facebook, Instagram, LinkedIn, Twitter). Users who viewed social media as a pragmatic tool indeed used privacy features more. On the other hand, users who focused on how privacy can serve as a relational hindrance avoided using these features and, instead, prioritized social engagement and took a more indirect approach to protecting their privacy. Furthermore, the results show how these perspectives vary by individual rather than by privacy feature. These findings demonstrate the need to consider different perspectives towards social media and privacy when trying to understand and design for user behavior.