Patterns of participation indicate how far the Internet has become ingrained in our lives. Communication practices demonstrated the interplay required between human and non-human factors needed to develop and maintain online communities. Several discoveries were made as a result: Despite being in front of multiple audiences, individuals will display a primary persona on the social web. The outcome was a thick description of community activity. Using this method, 818 tweets, 65 blog posts, 5 podcasts, 54 Facebook updates, and 20 Dailymile updates were collected and coded.

Data was coded by hand and consisted of identifying key words/phrases used by the participants in order to identify prevalent themes. Follow-up questions were handled via email, Instant Messenger, and Twitter Direct Message. Screen capturing software was used to collect data. A connective ethnographical method was used to track the activity of the participants as they interacted on Twitter, Facebook, Dailymile, blog, and podcasting sites. Twenty-one athletes spread out across six time zones participated in the study. The web-based activity of a community of endurance athletes was observed over a three-month period during the spring 2012 marathon season.

What differentiates the social web from its predecessor web-based community sites, such as newsgroups and discussion forums, is that participants interact in the open, in front of not only their intended audience but their unintended audience as well. The social web is a collection of social networking sites used by an individual to connect with his or her broader social group. This ethnographic study explored how the social web is impacting the way individuals present themselves to others and function within group settings.

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