The Psychology of Social Media (Mozcon 2015)

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@courtneyseiter

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"...almost like they were frustrated ...
longing for something to like in return"

@courtneyseiter
Social media is
changing our brains

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SOCIAL MEDIA BIOLOGY
What makes it so addictive?

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DOPAMINE

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Tweeting is harder to resist
than cigarettes and alcohol

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OXYTOCIN

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Facebook users are 43% more likely
to feel people can be trusted

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SOCIAL MEDIA ACTIONS
The secret forces that drive us online

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WHY WE POST

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OF SOCIAL MEDIA
COMMUNICATION
OF FACE-TO-FACE
COMMUNICATION
‘Me’-forming:

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Self-presentation

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We almost always use “things” as a
way to identify ourselves and to
identify others.
-Dori Tunstall

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@courtneyseiter
We can love brands
as much as we love friends

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Imitation vs.
Aspiration

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WHY WE
SHARE

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68%
Self-image

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78%
Strengthen relationships

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62%
Social currency

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Attack the
taken-for-granted

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WHY WE ‘LIKE’

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‘LIKE’ SEVERAL
TIMES A DAY
‘LIKE’ ONCE
A DAY
Facebook like activity:

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Relationship
maintenance

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Reciprocity

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WHY WE
COMMENT

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Values > Conversation

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Shared reality

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85%
To process information

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Negative reviews
make us spend more?

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Comments about you
are a reflection of you

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SOCIAL MEDIA PHENOMENON
The science of selfies, emoji and nostalgia

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SELFIES

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Looking glass self

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MORE LIKELY TO
GET COMMENTS
MORE LIKELY
TO GET LIKES
PHOTOS WITH FACES ARE:

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Faces guide our gaze

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Faces create empathy

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Selfie stations

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Selfie campaigns

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EMOJI

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EMOJI SHARED
PER DAY
USE EMOJI
REGULARLY
Emoji use:

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A new brain pattern

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As 😃 rises,
slang falls

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Emoji=
social media power

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"They don't see it as advertising. They
see it as self-expression."
-Evan Wray

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NOSTALGIA

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A universal feeling

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Changes how
we see money

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"As soon as your content becomes an
hour old... it falls off this cliff"
-Jonathan Wegener

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Unearthing the past

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Instagram:
Idealizing a moment

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EMOTIONAL WEIGHT
The dark and bright sides of social media

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SOCIAL
COMPARISON

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42% of mothers have
'Pinterest stress'

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74% of girls say peers use social
media to "make
themselves look cooler"

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"This is what we want
our life to be like"

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A BRIGHTER
SIDE

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Virtual empathy

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"It's us at our best"

The Psychology of Social Media (Mozcon 2015)

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