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Pamela Rutledge: Social Media, Glue for Communications

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Social media is shorthand for a globally networked society with peer-to-peer connections across a complex portfolio of media channels. This has changed communications structurally and psychologically. There is no such thing as a “consumer” in the traditional sense of the word. Technology has unleashed a new set of expectations that impacts multiple assumptions, such as trust, speed, access, and the ability to take action both individually and collectively. It changes the emphasis from brand loyalty to experience.


This radical shift in psychology can be challenging in an organization because it has internal and external implications for managing and communicating at all levels. The focus on psychology, however, can lead you how to ask the right questions in strategy and development.


As technology becomes increasingly ubiquitous, mediated communications become more prevalent. Social technologies increase the quality of face-to-face communications for two reasons: 1) they facilitate the fundamental human drive for connection, and 2) they capitalize on how the human brain processes information.

Social media enriches and expands human relationships. It provides a ‘glue’—a continuing fabric of context and connection— that strengthens business and social relationships by filling the places in between other methods of contact.

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Pamela Rutledge: Social Media, Glue for Communications

  1. 1. Social Media:Glue for CommunicationsDr. Pamela RutledgeMedia Psychology Research CenterAnnual Congress 201130 September, Berlin
  2. 2. Old Game, New Rules
  3. 3. The Psychology of Social Media  Social media enriches relationships  Resistance to technology  Brands are defined by customer experience  Social media is shifting the power to the individual
  4. 4. No Clear Lines
  5. 5. Is There No Respect?
  6. 6. 10,000 BC 4,000 BC 1000 AD 1440 1860 1920 1950 1995 2004 2011(NOT TO SCALE)Brief History of Media Technologies
  7. 7. Mass Media’s Piece of the Pie
  8. 8. Social Technology is the New Oxygen
  9. 9. Social = Human
  10. 10. Be Careful What You Measure
  11. 11. What do We Know About People?
  12. 12. Humans Have Brains
  13. 13. survivalThe Biological Imperative
  14. 14. Self- actualizatio n EsteemMaslow’sHierarchy Belonging and Loveof Needs Safety Biological and physiological
  15. 15. Esteem, Reputa Food, Shelter & tion & Sex CompetenceMaslowRewired Community, Bel onging & Love Safety, Order & Certainty
  16. 16.  Collaboration  Social Validation  Reciprocity  Social Identity  Trust  CompetenceSocial Behaviors Based on Survival
  17. 17. Brain Rules and Behavior Survival is the primary goal Social connections are necessary for survival Experience determines basic beliefs Beliefs filter new information
  18. 18. Innovations that Stick
  19. 19. Human Motivations and Goals
  20. 20. To Move Money, Press Pound
  21. 21. No Good for Shoveling Snow
  22. 22. To Shovel Snow, Press Pound
  23. 23. Meet Kurt
  24. 24. There is no Offline & Online  The same neural patterns  Mediated experience enriches face-to-face  Adoption driven by connection goals  Social media provides glue
  25. 25. Grandma’s On Facebook
  26. 26. Where’s the Mouse?
  27. 27. Engagement Agency Mastery Confidence Feedback InteractionUpward Spiral
  28. 28. The New Normal: Blurring Boundaries
  29. 29. The New Normal: Civic Engagement
  30. 30. The New Normal: Collaborative Management
  31. 31. The New Normal: Customers as Fans
  32. 32. The New Normal: Creative Participation
  33. 33. Mash-up of 8 artists’ tracks:• Black Eyed Peas• Katy Perry• Snoop Dogg• Jay Sean• Nicki Minaj• Flo Rida• David Guetta• Kings Of LeonThe New Normal: Remixing Culture
  34. 34. The New Normal: Gaming for Good
  35. 35. The New Normal: DIY Philanthropy
  36. 36. The New Normal: Micro-Volunteerism
  37. 37. The New Normal: Citizen Science
  38. 38. The New Normal: Participatory Social Change
  39. 39. The New Normal: Old People on Facebook
  40. 40. Going Forward  No Distinction Online and Offline  Mobile Emphasizes Local  Increasing Social and Corporate Responsibility  Hybrid Customer Relations  Disappearing Technologies  Flattening Hierarchies
  41. 41. Thank You.Dr. Pamela RutledgeMedia Psychology Research CenterAnnual Congress 201130 September, Berlin

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