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Social Media Message Behavior Model : Evaluation and Impact


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Social Media Model to evaluate the impacts based on behavior and psychology. Model can be used in marketing, counterterrorism, message resonance, and social media risk, among other functions. Model was designed and illustrated by Scott Swanson, Doculabs Global Risk and Compliance leader

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Social Media Message Behavior Model : Evaluation and Impact

  1. 1. Psychological / Human Needs Emotional Outlets-Cognitive Style Need for Connection- Affiliation and Validation Sense of Self- Part of larger Collective Prior Knowledge, Context, Atmospherics, Logical Infernces Subjective Comprehension Objective Comprehension Reception Awareness Insights Behavior Output Effort BEHAVIORAL MODEL FOR MEDIATED MESSAGE EVALUATION AND IMPACT Environment Message Framing Effect (Indicators of Behavior Change) Sentiment Copyright 2011 Scott Swanson Attitude about Message Validation by Social Network / Role Models Attitude about Messenger Attitude about Personal Situation Motivating Conditions (Ideology / External Social Factors) -Processing -Cognitive Elaboration triggers Target Recipient Channel (Exposure, Reach, Vehicle) Explicit or Asserted Mediated Message Message Perceived Interactivity and Uptake Strategy and Design Message Complexity and Modality Mediated Message Campaign Strategy and Desired Results Target Audience Potential, Current, Future -Comprehension -Retention -Understanding Attitude -Opinion -Degree -Critical Thinking Outcomes -Involvement -Message Spread Impact -Active Mobilization -Decision to Act Dynamic Time Continuum Idea to Action Complex messaging is designed to reach multiple audiences simultaneously Dynamic messaging can monitor, adapt, and change to shift according to reactions and response