I’m listening to this CSCW paper being presented:

Being Online, Living Offline: The Influence of Social Ties Over the Appropriation of Social Network Sites
by Bernd Ploderer, Steve Howard and Peter Thomas from The University of Melbourne

The authors are saying that bodybuilders use social networking for self-promotion. Bodybuilding competitions are very competitive and not very supportive, so SNSs offer a way to gain praise, acknowledgment, and encouragement for your bodybuilding. This seem so explicit when described from an outsider, ethnography perspective, but I think these are the exact factors going on with all social network site use.