A big question about social media, especially social networking sites, is why individuals, specifically adolescents and young adults, are motivated to use them. Some research shows that young people are motivated to join these sites to keep strong ties with friends and to strengthen ties with new acquaintances, but not so much to meet new people online (Acquisti & Gross, 2006; Ellison, Steinfield, & Lampe, 2007).
Social capital is the resources available to people through their social interactions (Putnam, 2004). Individuals with a large and diverse network of contacts are thought to have more social capital than individuals with small, less diverse networks. Although people often build up social capital as a result of their daily interactions with friends, coworkers, and strangers, it is also possible to make intentional investments in social interaction (Resnick, 2002). This is what emerges when people report that their main reason to join Facebook and to spend time on the site is to keep in touch with old friends and to strengthen bonds with people within their social group. By using social networking sites (SNSs), individuals, specifically adolescents and young adults, seek to preserve and increase their social networks (Ellison et al., 2007).
Investment in social networks permits individuals to develop standards of trust and reciprocity. In other words, trust makes it possible to work with others on common issues (Putnam, 2004). Social capital also allows individuals to access information and opportunities, such as job openings and friendships, that are otherwise unavailable (Putnam, 2004). This means that improving individuals’ well-being and quality of life are results of social capital.
Extending this justification to SNSs, it could be expected that people who actively participate in Facebook are more likely to experience connectedness and feel happier (Ellison et al., 2007). The relationship between personal contentment and SNS also could be reciprocal. For instance, college students with lower levels of life satisfaction could seek to participate in online networks to increase their personal well-being (Ellison et al., 2007).
Higher levels of life satisfaction, almost perpetually, are positively associated with norms of reciprocity and trust (Putnam, 2004). The direction of causality, however, is not clear. Some researchers have found that those who believe that strangers can be trusted report higher subjective well-being; while others have concluded that life satisfaction is a requirement of social trust (Putnam, 2004). It may be that life satisfaction and comprehensive trust have a common relationship (Putnam, 2004). For instance, people who belong to a wide network of trusted members can receive more emotional support in times of personal crisis. This support, in turn, could further develop their trust in network members.
Online social networks allow users to learn detailed information about their contacts, including personal background, interests, music tastes, and location. This information can reduce uncertainty about other users’ intentions and behaviors, which is an essential stipulation for developing norms of trust and reciprocity (Putnam, 2004). If individuals are unable to get to know each other, the possibility they will develop an continuing, trusting relationship is reduced. Of course, uncertainty reduction does not necessarily lead to more social trust (Newton, 1999). Through Facebook, users may actually learn that their contacts have attributes that make them less attractive, which may lead to mistrust. Therefore, the more we know about others, the more we may trust or distrust them (Newton, 1999). However, it is questionable that Facebook users will keep up in their personal list of friends, people who they really distrust. Hence Facebook usage could be positively interconnected to having online networks of likeable and trusting members. Likewise, believing that others will not knowingly harm us may support usage of online network services. In other words, social trust and Facebojavascript:void(0)ok use may have a shared relationship.
