First, we expand our previous analysis and explain how the social practice created by the core members, through the content they share, is disseminated among the periphery, impacting their representations, knowledge and habits. Our readers February 08, 2019 Photo by Erik Lucatero on Unsplash Asked what role social media plays in their lives, our readers noted ways in. 's (2004) and Jahnke's (2010) role's conceptualization. Thus, used in a complementary way, content and structural analyses provide distinct information to describe the roles. 477 - 496 DOI: https://doi.org/10.1017/9781108656184.027 Member's behavior on three learning dimensions: teaching, social and cognitive. 6-The amateur mostly posts to share his achievements (prepared meals), showing his real interest about cooking practice, but from a social perspective. Sharing expert content about the product provides high centrality but doesn't result in a connector position (e.g. , & Smith, M. A. Given that the algorithms are mainly driven by popularity and relevance, content needs to be highly engaging to reach a wide audience. But even here, news brands and journalists have to compete with a range of voices that can often be more engaging and strident. Members are characterized by a self-centered activity (almost 50% of the comments are made on their own posts), but differ from the self-centered group by a higher activity and average number of given comments per post, and more likes, suggesting a more sociable profile. , & Harr, R. (, Mooi, E. A.