Bernstein, M. S., Bakshy, E., Burke, M., & Karrer, B. (April 2013). Quantifying the invisible audience in social networks. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 21-30). ACM.

Bernstein et al. (2013) investigated the size and composition of the invisible audience in social networks. They found that individuals often underestimate the size of their audience and that the audience is more diverse than they expect. They also found that the size and composition of the audience affect the type of content people post.