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The Psychology of Social Media (Mozcon 2015)

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


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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 80% 40% ‘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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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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@courtneyseiter


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62% Social currency


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@courtneyseiter @courtneyseiter


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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 29% 44% 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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SAY FREQUENT INTERACTIONS ARE REASON WHY HAVE A RELATIONSHIP WITH A BRAND 13% 23% DO COMMENTS CREATE RELATIONSHIPS?


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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 32% 38% 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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Humanize your brand


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Emoji


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EMOJI SHARED PER DAY USE EMOJI REGULARLY 6 B 74% 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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@courtneyseiter


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@courtneyseiter


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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"


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