The Psychology of Social Media – Part 2

In part one of this post we looked at some of the psychological ideas that occur when we interact with social media. These concepts are incredibly useful for marketing campaigns online, as they can help us create a bespoke, direct call to action for your prospective audience. Part two of this post will shed more light on some of these ideas, as well as how to use them from a marketing perspective.

Transactive Memory
Our memories are an amalgamation of our experiences mixed in with something known as external memory aids. These are social triggers that help us support our memories, such as a friend reminiscing of an old story involving you. Social media has changed how we work with our transactive memory, though. Our ability to connect with more people in a much easier way has changed – our memories are now supported socially online and our attention spans have shortened.

Using this information in marketing can help you make the most out of your impact on social media. As people are making snap-decisions even faster than before and gravitating away from brands that disinterest them, the role of marketer has become incredibly important. You must create content that draws people in, but you are also burdened with providing it from source that is trustworthy and triggers their transactive memory.

Status Anxiety
Being part of a community is integral to the human experience, and this feeling is driven by status anxiety. This primordial trait has always been a part of us – we want to be liked and desired by our peers. Whether it is intelligence, attractiveness or wit, people will always try to look the part. This has been magnified in social media, which is built around the concept of ‘likes’ and ‘shares’.

From a business perspective, status anxiety can be a tool used to make sure your audience feels desired and liked. This can take the form of exclusive offers, freebies or even social media shout outs. This works in two ways – firstly by rewarding your loyal audience with gifts and deals. Secondly, people that hear about your promotions will feel left out and the status anxiety will take hold. Make your audience feel wanted, and they will want to deal with you.

These psychological traits offer great insights into how we, as humans, interact with each other online. For marketers, these concepts can prove to be incredibly useful when planning out any social media strategies.

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