Visualizing Targeted Audiences

  • Saiph SavageEmail author
  • Angus Forbes
  • Carlos Toxtli
  • Grant McKenzie
  • Shloka Desai
  • Tobias Höllerer
Conference paper


Users of social networks can be passionate about sharing their political convictions, art projects, or business ventures. They often want to direct their social interactions to certain people in order to start collaborations or to raise awareness about issues they support. However, users generally have scattered, unstructured information about the characteristics of their audiences, making it difficult for them to deliver the right messages or interactions to the right people. Existing audience-targeting tools allow people to select potential candidates based on predefined lists, but the tools provide few insights about whether or not these people would be appropriate for a specific type of communication. We introduce an online tool, Hax, to explore instead the idea of using interactive data visualizations to help people dynamically identify audiences for their different sharing efforts. We provide the results of a preliminary empirical evaluation that shows the strength of the idea and points to areas for future research.


Targeted audiences Targeted sharing Online audience Selective sharing Social networks Online community Facebook 



This work was partially supported by a UC MEXUS-CONACYT fellowship, by the U.S. Army Research Laboratory under Cooperative Agreement No. W911NF-09-2-0053 and by NSF grant IIS-1058132. Special thanks to our participants and the anonymous reviewers whose thoughtful feedback helped improve the presentation of this work.


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Copyright information

© Springer International Publishing Switzerland 2014

Authors and Affiliations

  • Saiph Savage
    • 1
    • 2
    Email author
  • Angus Forbes
    • 3
  • Carlos Toxtli
    • 2
  • Grant McKenzie
    • 1
  • Shloka Desai
    • 3
  • Tobias Höllerer
    • 1
  1. 1.University of CaliforniaSanta BarbaraUSA
  2. 2.Universidad Nacional Autonoma de MexicoMexico CityMexico
  3. 3.University of ArizonaTucsonUSA

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