We found that Facebook use is not uniform across users, and
that conceptualizing the site as a collection of features allows for
a more granular understanding of why users are using site, uncovering
patterns that would otherwise be obscured when SNS use is
measured as a single item. This study not only advances the study
of SNSs, providing alternative avenues for the measurement of social
media use, but also contributes to extending U&G theory. The
methods and resulting findings of this study expand the application
of U&G in the study of new media. Unlike traditional media,
new media such as SNSs are a convergence of various types of
media, making this granular approach an important step in understanding
use through the lens of U&G.