Andy Blumenthal's Hierarchy of Social Media
by Andy Blumenthal, Chief Information Officer, Global Information Services at U.S. Department of State on Nov 20, 2013
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Blumenthal's Hierarchy of Social Media ...
Blumenthal's Hierarchy of Social Media
1) Physiological Needs--Foster social networks online, which is a powerful factor in developing productive and profitable life opportunities--as the old adage goes "It's not what you know, but who you know." As Hannah, age 13, states: "There is more life happening online than offline."
2) Safety Needs--Despite all the fears about people preying on others online and cyber bullying, people tend to feel safer behind their computer than not. Call it the anonymity factor or the distance of not being within range of a punch in a the nose. As Sadie, age 14, states: "I feel safer online, than I do offline."
3) Social Needs--They don't call it "social media" for nothing. Yes, it's all about reaching out to others from email to chat and from blogs to wikis, we're connecting with each other all virtually all the time. As Jasmine, age 13, states: "My friendships are really affected by social networking."
4) Esteem Needs--Your online image or brand matters a lot to people where they either get ego-boosted or deflated. People desperately want to be "liked," "friended," "mentioned," and "commented" about. As Samantha, age 14, states: "It affects our image and self-confidence."
5) Self-Actualization Needs--At the end of the day, we all want to realize our full potential and social media provide powerful tools to engage, be heard, influence, and ultimately make a difference.
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