Facebook users who choose to seek emotional support publicly via Facebook Timeline posts must balance their needs for emotional comfort with norms for appropriate behavior within the Facebook context. Although Facebook promotes access to diverse social contacts who could serve as emotional support providers, the norms of Facebook use often prevent users from explicitly and directly venting their affect and requesting emotional support. A community sample (N = 185) completed an online questionnaire through which participants provided their most recent public Facebook post that was intended to garner social support. Inductive thematic analysis was employed to identify the strategies individuals enact to navigate the tension between effectively seeking emotional support while avoiding violating implicit Facebook norms associated with oversharing or appearing emotionally needy. Six themes characterizing emotional support-seeking strategies on Facebook emerged from the data. These themes are further subdivided, described, and discussed as they pertain to extant literature on supportive communication and Facebook norms.

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