This document discusses the psychological and sociological motivations behind social media usage. It begins by defining social media as web-based tools for communal interaction between people and brands. It then explores John Bowlby's theories of human connection and attachment, explaining that humans have a universal need to form close, affectionate bonds due to evolving in social groups, which social media now facilitates. The growth of social media is also examined through data on search volume, news references, and patent activity.

1. 1

2.
right way to do things, and there never is.
Robert M. Pirsig
2

3. Overview
Once considered a fad, social media has become the epicenter of
experience. Many social media users express a profound connection to sites like Facebook and Twitter,
while others prefer smartphone apps like foursquare. Understanding and exploring why social media has
such strong behavioral and psychological connections with users can help marketers better identify
has
partnered with a team of psychologists and consumers to explore the behavioral and psychological
philosophies that bond consumers to social media and then translate those principles into business
strategies.
With great gratitude to our contributors:
Dr. Alex Jordan, Psychologist
Dr. A. Jackson, Neuropsychologist
Dr. Lisa Farley, Developmental Psychologist
3

4. Contents
Executive Summary ....................................................................................................................................... 5
Introduction .................................................................................................................................................. 6
Defining Social Media ................................................................................................................................... 7
Forming Connections & Attachments ........................................................................................................... 9
The Role of Psychology and Sociology in Social Media .............................................................................. 17
.
Applying Psychological and Sociological Theory in Everyday Social Media Interactions ........................... 25
Conclusion ................................................................................................................................................... 26
........................................................................................................................... 27
4

5. Executive
Summary
businesses are well entrenched in the realm of social media. Countless news and media sources
life is like without Facebook.
Awareness of social media is at an all-­‐time high, but few users and businesses understand how
to define social media. dia
rather websites, software, applications and other elements that allow consumers to upload, download
and share information across Internet-­‐enabled devices. This cross-­‐collaboration of information sharing
-­‐channel ability to share information addresses the
At the core of the social media ecosystem are content consumers and content publishers that
both display traits of advocacy for different types of information. The disciplines of content creation and
content propagation will be explored in this report, allowing the reader to:
Understand what drives and motivates users to engage in social media
Understand how social media affects people psychologically and sociologically
Develop a compelling content strategy for social media based on what connects users to
social media
5

6. Introduction
Analysts, marketers, reporters and consumers all express a profound fascination with social
media. All want to learn to harness its power and reach to build relationships whether personally or
professionally. In the world of business, marketers are quickly trying to understand what it takes to build
relationships with consumers and help to develop brands through the use of social media. In order to
understand those relationships, it is important to understand the psychological and sociological
principles that surround consu the principles and theories that
connect consumers to social media on a psychological and behavioral level, we will be able to devise
This report seeks to provide further information, explanation and guidance on common
questions and inquiries about social media. All of the theories are supported using first person accounts
from psychologists working in different aspects of behavioral sciences, or are based on historic
psychological and sociological findings on what drives and motivates human Determining
what manifests the psychological and behavioral connection to social media will undoubtedly help
uncover the best possible chance of success when developing or enhancing a social media presence.
6

7. Defining
Social
Media
Social media is an innovative, exciting and sometimes challenging entity to understand. By
definition, social media is the web-­‐based tools used for common and often communal interaction
between people and brands. These new avenues of outreach, interaction and communication create a
wealth of opportunity for brands and users to learn to harness the power of social media.
When it comes to leveraging the power of social media, k
the battle. Hundreds of millions of online conversations give users the opportunity to join the discussion
and engage with other users on a personal level. Effective and relevant social media engagement starts
with listening to your audience and understanding what motivates them to take action. Determining the
psychological and sociological motivations of using social media is the basis of this report.
Not surprisingly, the past five years have generated unprecedented interest in social media. The
adoption of social technologies has been rampant with consumers and marketers constantly pursuing
great demand for information related to social media. The diagram below shows the exponential growth
in social media related news and internet search volume via Google.
Social
Media
Search
Volume
and
News
Reference
Volume:
2006-­‐Present
Source: Google Trends, Google.com
7

8. The growth of social media has also necessitated the need to compete and innovate within the space.
Below is a chart that shows how many patents have been applied for and granted as it relates to social
media.
Growth
In
Social
Network
Patents
Source: M
Implications for Brands:
Social media growth is exponential
Social media is not a fad
Social media growth is still in its infancy
8

9. Forming
Connections
&
Attachments
In stride with climbing search volume for social media, participation rates and integration of
social media into digital best practices has grown exponentially over the past several years. Social media
has reached critical mass as social media properties continue to grow in popularity, international appeal
and practical usage. Both brands and consumers can use social media to build, develop and maintain
connections to other people and brands. Understanding what drives and motivates social media usage
may be expressed most simply by the principles of the famous Psychologist, John Bowlby.
in the 1960s explored human connection trying to understand what drives and
motivates humans to engage in certain behaviors. His research showed that all humans share a universal
need to form close, affectionate bonds. He determined that it is how we, as humans, form attachments
to one another. In present day, these connections and attachments can be facilitated through social
media.
According to Dr. Alex Jordan, Psychologist, the human need for connection is rooted deeply in
our development as a species:
Anthropological evidence suggests that humans evolved in social groups of approximately 100 200
people. People needed to band together and build alliances in order to hunt successfully and defend
d
reproducing, and so people evolved a strong motivation to build meaningful social connections with
to groups larger than themselves.
The trouble i the evolutionary past, many
people are having trouble meeting their needs for social connection. A recent national survey showed
single close confidant in their lives a much
higher proportion than even two decades ago. Using Facebook and other social media might be one
means by which people can try to compensate for the reduced face-­‐to-­‐face social intimacy of modern
life.
Despite the superficiality of most social media engagements, they still satisfy a basic,
-­‐fold: social media satisfies
both internal needs for emotional connection and external demand for attachment.
Dr. Alex Jordan also had this to share in regard to the connectedness felt through social media:
A
recent
experiment
published
in
the
Journal
of
Personality
and
Social
Psychology
found
that
disconnecting
from
Facebook
for
only
48
hours
c
connectedness
to
other
people.
Apparently,
social
media
can
be
highly
reinforcing
and
even
addictive
for
at
least
some
individuals.
9

10. The rampant growth of social media is likely magnified by the psychological needs of connection
and attachment. The early adopters of social media influenced their friends and family to get involved
with websites like Friendster and MySpace
felt connected, they became them.
Although older social media websites have grown passé, new iterations (e.g., Facebook) continue to
satisfy the needs of connection and attachment.
Social
Media
Need-­‐State
Fulfillment
According to Dr. A. Jackson, Neuropsychologist, we can see how formation of attachment
development:
Attachment has long been considered a major determinant of
well-being. From the research of Bowlby, Harlow, and Ainsworth, it has been shown that infants seek out
attachment and security from caregivers. Through this contact, we develop patterns of attachment and
internal working models that guide our behavior in future relationships.
More recent research has shown that attachment is not only important for relationships, but for brain
development as well. The right hemisphere of the brain is responsible for the perception of visual and
auditory stimuli, spatial manipulation, the perception of faces, and artistic ability (Kandel, Schwartz, &
Jessell, 2000). It is also important in developing attachment to others, processing social-emotional
information, regulating body and emotional states, and controlling vital functions that support coping
with stress (Schore, 1994; Wittling & Schweiger, 1993). The right hemisphere is intimately tied to
emotional and social intelligence, which are believed to be developed through the initial attachment to
development that is important for our future relationships.
Socialization represents a basic human need that is important in the healthy development of brain
function. From birth, we are conditioned to value attachment to others and this need continues
throughout the lifespan. Continued social experience helps to hone these particular brain functions,
especially as we navigate through adolescence. Through social interaction, we learn how to cope with
stress and conflicts, which is important for healthy overall functioning.
10

11. The rampant expansion of social media also seems to conform to the standards of the Diffusion
of Innovations, developed by Bohlen, Beal and Rogers in 1957. The standard bell-­‐curve of adoption
mirrors the same adoption standards of social media. As new social mediums are developed, they are
generally adopted, tested and made valid by a select few users. It is not until further adoption occurs
that critical mass adoption begins to occur. These principles are not different from the growth patterns
seen through various social media websites or smartphone applications.
Technology
Adoption
Lifecycle
Comparison
of
Trending
Data
and
Technology
Adoption
Lifecycle
11

12. Based on the adoption of and interest in social media, it can safely be assumed that social media
interest and usage is in the Early Majority stage. This early majority phase has taken several years to
develop, thus it can be expected that the Late Majority and the Laggards will come to join the ranks of
social media users over the next 2 3 years. This trend will likely apply to both businesses and
consumers. as well as data from Pew Research Center, 65% of adults in the
US use social media. We can assume that when the Late Majority and Laggards start to use social media,
adoption rates should reach 80 85% of all American adults.
Source: PEW Research Center, December 2011
12

13. The following statistics illustrate the profound use and adoption of some of the more popular
social media entities.
Eight
Wonders
of
Social
Media
-­‐ -­‐blo
; Paul Allen, Google+, "Google+ Growth Accelerating. Passes 62 million users. Adding 625,000 new users per day. Prediction: 400 million users by end of 2012,"
December 2011
13

14. online presence. When we look at the demographic makeup of Facebook users, we can see that the
adoption is split rather evenly between males and females, and there is a fair amount of distribution
among ages. Although impossible to know the exact demographics of users who engage in social media,
it is interesting to see that the national profile is very similar to that of Facebook users. Overall, there is
relatively even distribution among age, gender and other variables. Of course there will be deviations in
demographics based on the targeting of a specific social media utility (e.g., foursquare vs. Waze), but in
general, the pool of potential social media users is large and diverse.
Total
Facebook
Users,
United
States,
March
2011
Source: Facebook.com, 2011
14

15. User
Demographics:
Social
Media
Users
in
the
United
States
Source: Pew Research Center, 2011
connection to social media sites like Facebook and
Twitter, Dr. Alex Jordan, Psychologist, had this to share:
In
general,
social
media
such
as
Facebook
and
Twitter
offer
one
way
for
people
to
meet
their
fundamental
need
for
social
connections
and
interactions.
Social
media
also
provides
a
way
for
people
to
compare
themselves,
their
lives,
and
their
preferences
to
those
of
other
people.
15

16. Beyond
these
broad
generalizations,
different
consumer
groups
might
use
social
media
for
different
purposes.
For
example,
psychological
research
suggests
that
younger
people,
who
have
an
expansive
view
of
their
futures,
are
motivated
to
broaden
their
social
networks
and
constantly
gather
new
information
about
their
social
worlds.
On
the
other
hand,
older
people,
who
have
a
sense
of
more
limited
time
in
their
futures,
are
more
likely
to
focus
on
meaningful
interactions
within
already-­‐
established
relationships,
which
will
be
more
consistently
emotionally
rewarding.
Therefore,
younger
people
migh
acquaintances
and
even
celebrities
with
whom
there
is
no
personal
connection,
whereas
older
people
might
be
expected
to
be
more
likely
to
use
Facebook
and
Twitter
to
enrich
the
intimacy
of
their
pre-­‐
existing
relationships
with
close
family
or
friends.
Implications for Brands:
Social m
for connection and interaction
Social media growth mirrors the Technology Adoption Lifecycle, implying that
Social media growth is in the Early Majority phase of social adoption
users to feel attached and connected to other users
16

17. The
Role
of
Psychology
and
Sociology
in
Social
Media
When trying to understand the elements that go into creating an effective social media
presence, we first need to define how to measure ness Effect
action, whereas emotional influence of an action. In the case of social media, it is
nfluences those who use it. When developing a social
media strategy, it is important to not only understand what you want the end result to be (i.e., effect),
but also how you will impact people on the way to the result (i.e., affect). Often, social media users,
understand the psychological or sociological impact they are making on those 2 million Facebook users.
Thus, when trying to measure the outcome of a social media campaign, one should understand the
affect on users, versus solely trying to measure the actions users are taking.
done by Psychologist Abraham Maslow in the 1950s and 1960s. Maslow focused his efforts on
understanding positive human engagement and its impact on human achievement. His most famous
piece of work, known as the Hierarchy of Needs, creates an interesting parallel to the emotional affect
that social media can have on users.
using social media. Maslow defined base-­‐
order to survive. The journey from the bottom to the top of the hierarchy looks at various need states
-­‐ ysiological needs.
When exploring the idea of social media connectedness as expressed through the eyes of
Dr. Lisa Farley, Developmental Psychologist, had this to share:
Connecting
with
others
through
social
networks
can
very
well
be
related
to
the
basic
human
needs
-­‐actualization
may
be
seen
as
an
unattainable
status
that
many
individuals
strive
for
their
entire
lives
without
completely
fulfilling
their
desired
level
of
acceptance.
The
goal
of
achieving
that
of
self-­‐actualization
may
parallel
a
need
for
that
of
social
actualization.
Individuals
who
use
social
media
networks
for
self
promotion
may
be
driven
by
obsessions
and
compulsions
influenced
by
intrinsic
and
extrinsic
factors.
Most
behaviors
are
modeled
and
shaped
by
.
engage
in
that
behavior
which
promotes
responses
from
others.
These
responses
then
feed
into
the
obsession
which
promotes
them
to
continue
to
engage
in
a
compulsive
behavior.
These
interactions
are
influenced
by
the
needs
of:
attachment,
belongingness,
narcissism,
self
promotion
and
self
esteem.
17

18. Social
networking
can
continue
to
thrive
due
to
individuals
insatiable
need
for
self
gratification
and
social
connectedness.
Social
networking
sites
allow
individuals
to
self
promote
which
in
return
enables
feelings
of
admiration,
recognition
and
social
reward.
For the majority of users, social media allows users to develop feelings of belongingness, which
in turn helps build esteem. s theory complements the findings of John Bowlby, who stated that
feelings of connectedness ultimately foster states of attachment.
theoretically, the most influential and heavily affected users of social media might be able to achieve
states of self-­‐actualization through the use of the medium.
Social media aides in satisfying mostly Love/Belonging, Esteem and Self-­‐Actualization needs.
However, the personal relationships built and supported using social media could easily satisfy
Physiological and Safety needs, although that is not the primary role of social media. The ability for
social media to bring together like-­‐minded people with similar value systems can magnify the impact on
us . Overall, the more niche the mindset or cultural values (e.g., a group of teens
rallying around a local band) the greater the emotional connection and psychological impact social
media can have. The sense of belongingness and esteem generated by those niche connections can set
strong emotional bonds among users.
When looking at the ways that social media can magnify a sense of belongingness or help build
users al Psychologist, shared some thoughts:
belongingness
to
others.
The
idea
supporting
this
theory
is
that
individuals
witness
social
and
interpersonal
behaviors
of
others
as
a
tool
to
monitor
their
own
thoughts,
feelings
and
behaviors.
18

19. systems.
When
explorin
idea
of
attachment
as
being
influential
to
one
drive
or
motivation
may
also
reflect
individuals
lack
of
appropriate
attachments
causing
them
to
feel
connected
through
social
networking
opposed
to
face-­‐to-­‐face
interpersonal
relationships.
Insecure
attachments
which
are
primarily
formed
during
the
early
stages
of
life
can
influence
the
ways
individuals
attach
or
connect
to
others
perpetually.
Using
social
media
may
contribute
to
placating
feelings
of
insecurity
or
a
need
for
belonging
as
a
way
of
self
promotion
and
self
fulfillment.
Those
who
experience
insecure
attachments
combined
with
social
anxiety
may
be
able
to
communicate
more
easily
through
social
networking
as
a
way
to
monitor
and
control
the
information
that
is
being
representative
of
themselves
rather
than
their
true
selves.
ghts, Dr. Alex Jordan, Psychologist, had this to share:
A
distinction
that
might
affect
what
consumers
seek
in
their
social
media
use
is
the
degree
of
individualism
or
interdependence
in
their
culture.
In
a
highly
individualistic
cultural
context,
such
as
that
of
middle-­‐class
European
Americans,
people
might
use
social
media
such
as
Facebook
to
fulfill
their
need
to
differentiate
themselves
from
others
and
express
their
self-­‐identities.
The
brands
and
products
that
a
user
i
characteristics
to
peers.
On
the
other
hand,
in
a
more
interdependent
cultural
context,
such
as
that
found
in
some
Asian
countries
and
among
working-­‐class
Americans,
people
might
place
more
emphasis
in
their
Facebook
use
on
identifying
and
expressing
those
things
that
they
have
in
common
with
peers
and
that
therefore
help
to
bind
them
to
a
larger
group
and
reinforce
their
social
roles
and
relationships.
Overall, purveying ones thoughts via social media helps to build esteem and connectedness for
the user. Long-­‐term use of social media and high levels of content propagation allows users to develop
rapport and affinity with other users, further contributing to feelings of esteem. There may be a direct
correlation between high esteem and high levels of content creation or influence. In effect, building
.
Dr. Alex Jordan, also had this to share in regard to the connectedness users feel to Twitter, as
well as what drives content propagation on the website:
Beyond
the
simple
distraction/entertainment
angle,
Twitter
provides
a
way
for
people
to
feel
as
if
they
always
have
social
company
in
their
daily
activities even
when
more
and
more
tasks
might
in
fact
be
carried
out
physically
alone
in
modern
society,
from
telecommuting
to
online
shopping.
Via
brief
140-­‐
character
tweets,
users
can
instantaneously
share
their
day-­‐to-­‐day
minutiae
with
all
their
closest
friends
and
even
with
favorite
celebrities.
19

20. The principles of content propagation can also apply to businesses that produce social media
content. Businesses that are supported by consumers via social media and achieve high degrees of
positive feedback and strong followings may have the ability to continue to produce content that leads
to continued involvement and connection from consumers. The connection between building consumer
esteem (i.e., positive chatter) in exchange for content propagation (i.e., spreadability) presents two
Brand Esteem .
As illustrated in Maslo catalyst between mediocrity and greatness. By
measuring Brand Esteem, we can assess all of the elements that go into understanding what builds a
esteem. Brand Esteem measures impact on Validation, Recognition, Distinction and
Achievement. Businesses and consumers have the ability to establish a baseline of these measures
based on their current social media efforts. Continued monitoring of growth in these areas will assure
that all aspects of Brand Esteem are being leveraged. The more Esteem a brand or consumer builds, the
more likely they will have an influence on other users.
Brand
EsteemTM:
The
New
Measure
20

21. In order to maximize Brand Esteem, experiments with content can prove valuable in generating
positive growth in esteem areas. The most affective social media content is rarely developed on the first
try. It is usually honed over time leveraging user input, user reactions and spreadability to determine
which content elicits the strongest reactions. This trend illustrates that content creation is more of a
science than an art.
Theory on Content Creation positive growth among social media users is entirely dependent on
content and its effect on esteem. Shifts in content creation can elicit positive growth and sustained
following from users. To develop content that resonates strongest with users, consider the following:
1. Experiment with producing different types of content relevant to your personality/brand
2. Monitor positive feedback and increases to consumer support (e.g., likes or followers)
3. Determine which style of content generates the most positive feedback or spreadability and
continue creating similar content
To help determine which type of content might be most helpful in influencing esteem, it is
important to understand the content needs of different consumer psychographics. By delivering content
that is geared towards different psychographics, it is possible to satisfy social media short-­‐term
information needs (i.e., Ma while building relationships for the
TM
future (i.e. ).
Identifying
Content
Needs
In the short-­‐term, consumers are looking to establish connections to each other and to brands by
expressing themselves and their thoughts through simple and basic social media content. However,
long-­‐term connections require a deeper and more committed connection through content. Delivering
21

22. different types of content can help build affinities for both short-­‐term and long-­‐term need states over
time. Satisfying both levels of needs will increase the loyalty a user feels towards a social media
presence, due to a principle called Social Capital. Social Capital refers to assets or relationships attained
in a sociological setting that allow people to develop a stronger sense of identity, self-­‐esteem and
personal network resources. Social Capital can be established through the delivery of social media
content that tries to establish connections with consumers and further make those consumers feel
connected to the content producer.
Social Capital Need States:
1. Short-­‐term Need: Establish Connections
Share experiences
Establish community presence
/followers
Look at pictures or videos
Share personal perspectives or comments
2. Long-­‐term Need: Feel Connected
Read news and updates
Look at pictures or videos
After short-­‐term, Social Capital need states are fulfilled, the details of the relationship will ultimately
determine whether the social media connection will be short-­‐lived or long-­‐lasting. Long-­‐lasting
relationships meet two needs emotional needs or rational needs. In some cases, relationships can
satisfy both need states. The amount of satisfaction derived from meeting emotional or rational needs
determines how the relationship contributes to an individual
onship provides. Whether that relationship
is rooted in delivering information, financial reward, emotional support or satisfying another need, all of
. A social media relationship
will not last unless some level of survival support is being met.
22

23.
When asked about the concept of developing and supporting relationships through social media
content, Dr. A. Jackson, Neuropsychologist, had this to share in regard to user-­‐based social media
content creation and how it supports development:
Social
interaction
is
a
basic
need
for
humans,
and
as
technology
advances,
we
have
found
ourselves
faced
with
new
means
of
communication.
Despite
ever-­‐changing
technology,
the
drive
to
socialize
and
develop
relationships
remains.
Research
has
shown
that
the
ability
to
adequately
establish
23

24. relationships
is
dependent
of
proper
attachment
in
infancy
and
the
continuing
development
of
relationship
skills
during
childhood
and
adolescence.
One
of
the
major
goals
of
adolescence
is
to
develop
an
identity;
and
this
process
is
influenced
by
a
variety
of
sources
including
family,
friends,
and
environment.
Danah
Boyd,
a
Senior
Researcher
at
Microsoft,
hypothesizes
that
teenagers
incorporate
the
use
of
social
networks
to
facilitate
identity
formation,
establish
social
status,
and
as
a
means
of
communication.
Even
in
creating
a
profile,
Boyd
points
out
how
teens
are
working
towards
establishing
an
identity
and,
once
the
profile
is
established,
teens
monitor
its
contents
to
manage
its
(and
their)
appearance
to
peers.
Among
college-­‐aged
individuals,
Ellison,
Steinfield,
and
Lampe
(2007)
found
that
use
of
Facebook
was
associated
with
measures
of
social
capital.
Social
capital
is
the
accumulation
of
resources
through
relationships.
Social
capital
is
associated
with
psychological
health
and
well-­‐being,
as
well
as
life
satisfaction.
As
with
adolescents,
social
networks
are
a
means
of
social
voyeurism,
whereby
individuals
examine
the
social
lives
of
others
around
them.
There
is
likely
a
multitude
of
reasons
why
consumers
choose
to
use
social
media
and
the
specific
amount
and/or
reasons
for
usage
likely
varies
between
individuals.
It
is
clearly
a
means
of
communicating
with
friends
and,
sometimes,
strangers.
However,
it
is
also
a
means
of
developing
and
maintaining
an
identity.
Leveraging these thoughts on content creation to develop target-­‐specific interactions can help
any user or business make a bigger impact through social media. However, social media was never
designed to cure all of the ails of branding and personal relationships. It is important to understand
when social media is the answer and when it is not.
Implications for Brands:
Long-­‐lasting and meaningful social media engagements are rooted in a user
ability to feel connect content
Social media content needs to be tailored to user demographics AND
psychographics
Measuring the impact of social media should combine traditional analytics with
an assessment of Brand Esteem
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25. Applying
Psychological
and
Sociological
Theory
in
Everyday
Social
Media
Interactions
Although inarguably popular, dynamic and long-­‐lasting, social media is not a magical elixir.
Simply creating a social media presence, like making a Facebook page, will not necessarily spark new
interest or strong emotional following from users. Many of the brands, social groups and users that have
been deemed social media successes have been able to successfully translate the real-­‐world
emotional value of their brands into a digital form. Creating a social media identity is easy. Creating a
compelling social media identity is difficult.
Developmental Psychologist, had this to share:
Advertising
and
marketing
strategies
may
consider
focusing
on
the
extrinsic
factors
such
as
social
status
and
recognition
which
then
reimburse
intrinsic
factors
such
as
self
esteem
and
social
connectedness.
Consumers
want
products
that
allow
them
to
fill
their
insatiable
need
for
self
and
social
actualization.
Products
are
more
appealing
if
advertised
in
a
way
that
influences
the
consumer
to
believe
that
it
is
capable
of
enhancing
themselves
or
their
quality
of
life.
If the purpose of social media is to help build esteem and connections through the exchange of
information and dialog, it seems intuitive that the content shared should have implied longevity and
depth to keep users engaged over time. A brand or user may experience significant short-­‐term growth in
likes or followers, but long-­‐term engagement comes in question if the producer of the content
eventually runs out of dynamic content.
affinity toward starting Facebook and Twitter accounts is rampant. There is no shortage
of small, independent businesses that feel compelled to start a Facebook or Twitter account because
content. Quite simply if a brand or user cannot provide the content users want, there is no need to
create a Facebook, Twitter or other social network profile. There may be initial success, but followers
will wane or stop interacting over time. Before committing to an initial social media strategy, consider
the following:
1. Do you have a clearly defined set of goals that you want to achieve using social media?
2. Can you produce enough
relevant content to keep people interested and engaged?
3. Will you stay committed to maintaining your social media presence for the rest of your
life?
-­‐approach your strategy. Social media is a
long-­‐term commitment that requires dedication and determination.
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26. Conclusion
Leveraging all of the principles discussed so far, there seems to be precise parameters upon
which to build content that will likely resonate with social media users. By considering the psychological
and sociological benefit to end-­‐users, brands and consumers can better determine how to create
compelling content strategies that will resonate with users.
Considering the complexity of digital relationships and the intricacies of engaging in valuable
interactions that are addressed in this report, there are four main takeaways. If you remember nothing
else, remember this:
1. Social media interactions may seem superficial, but there are deeper, more profound
psychological and sociological principles taking place, such as attachment forming, connection
development and esteem building.
2. Success in social media means creating content that resonates with users and creating that
content is no easy task. Brands need to:
Understand motivations and behaviors of their social media users
Evaluate media channels and tactics that are likely to influence consumers
Develop content based on consumer needs
3. Measuring the impact of social media means understanding a combination of vital statistics and
Brand Esteem measures.
4. Long-­‐term success in social media takes dedication, understanding and constant interaction and
validation from users.
We are only in the middle of the mass growth phase of social media. Over the next three years, as
social media grows and continues to take the majority share of Internet interactions, users and
businesses will be forced to understand and embrace the science behind these interactions.
Despite the complexities of social media interactions and understanding the psychological and
sociological impact of content, achieving great affect is not unattainable. Utilizing a test-­‐and-­‐learn
approach, combined with patience and interaction with users will help to set a user or brand up for
success. Great achievement is rarely attained overnight; social media should be approached with the
same discipline and learning process applied to other marketing and advertising mediums. Set attainable
goals, stay committed and do everything possible to understand the affect of your social media presence
and you will be set up for success.
26

27.
The Insights Lab is dedicated to uncovering, understanding and leveraging the best ways to connect
brands with consumers through the use of technology. The Lab consists of three diverse groups of
people who bring new perspectives on the consumer experience within the digital space:
A cross-­‐disciplinary team of experts from within AMP Agency
External experts from different aspects of the digital world
Consumers that have real-­‐world experience with technology
technology, in which hardly anyone knows anything about
science and technology.
Carl Sagan
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