"Why won't you be my Facebook friend?"

This poster presents a preliminary analysis of data collected from staff personnel at a large U. S. university regarding their use of the social network site (SNS) Facebook in their personal and professional lives. Sixty-five percent of online American adults now have a profile on a SNS, and Facebook is increasingly utilized in organizational settings such as universities as a tool for information dissemination, recruiting, and promotion of the organization and its programs. Analysis of interview data (N = 26) found that while social media outlets like Facebook offer a number of advantages for reaching diverse populations, navigating work/life boundaries on Facebook was a concern for many participants. Through the lens of context collapse---the flattening of multiple distinct audiences into a singular group---we explicate these concerns, focusing on participants' strategies for maintaining boundaries between their personal and professional lives.