In the mix: Social integration and social media adoption

What is the nature of the relationship between online and offline social life? Specifically, how does participation in the traditional forms of social life of a community shape social media adoption? Using a unique, two-wave panel dataset with saturated network data from over 20,000 students in 56 New Jersey middle schools, we test how measures of integration into a community are associated with adoption and discontinuation of social media platforms over the course of a school year. Social media adoption and discontinuation are related to the extent of students’ bonding integration (social connections and social support) and competitive integration (related to status and dominance hierarchies) into the social life of the school, where more integrated students are more likely to adopt more social media platforms. Social media provides a space for community members to be in the know and to be known, both of which are more valuable with greater social integration.