ABSTRACT
This chapter explains why social media can be helpful for better understanding website usability—specifically by involving audiences in website design and revision. Large websites have become increasingly complex as websites expand their content and interactivity among multiple audiences, and social media can provide an outlet for audience response. Sometimes, websites can go awry, as in the example of HealthCare.gov, a federal website established to facilitate an online healthcare marketplace for United States citizens. Two additional websites serve as case studies in this book: one supports healthcare exchanges for the Affordable Care Act in Minnesota (MNsure.org), and another supports a county library system in a metropolitan area with 41 library branches (hclib.org). The case studies demonstrate ways that audiences responded through social media to provide information about issues or problems experienced with the website. Uses of social media about websites provide an opportunity to think through ways usability studies might expand to include social media, through “social web usability.” The chapter reviews the rise of social media usage and the stated directions among industry practitioners and usability researchers to expand usability methods to include more contextual user experiences. Illustrations of social web user-generated feedback, such as (1) critique, (2) commentary, and (3) collaboration, are included and described. Social media can inform website usability by drawing awareness toward audience voices, inviting dialogue with audiences, and reinforcing rapid iterative design.
