Social Media Journeys – Mapping Platform Migration

As people engage with the social media landscape, popular platforms rise and fall. As current research uncovers the experiences people have on various platforms, rarely do we engage with the sociotechnical migration processes when joining and leaving them. In this paper, we asked 32 visitors of a science communication festival to draw out artifacts that we call Social Media Journey Maps about the social media platforms they frequented, and why. By combining qualitative content analysis with a graph representation of Social Media Journeys, we present how social media migration processes are motivated by the interplay of environmental and platform factors. We find that peer-driven popularity, the timing of feature adoption, and personal perceptions of migration causes – such as security – shape individuals‘ reasoning for migrating between social media platforms. With this work, we aim to pave the way for future social media platforms that foster meaningful and enriching online experiences for users.