The Intersection of Social Science and Social Media

Do you ever feel like there’s a science to this whole social media marketing thing? Maybe there’s something more than just posting selfies and #foodporn? You’re on the right track. There’s a definite intersection between social media and social science that can help you and your business nail this digital marketing game! (Way to go, you!)

The Chemicals Between Us

Admit it, you sit there checking your phone for 20 minutes after each Instagram post – you’re not alone. There’s a reason 62% of people say they feel better about themselves when others react positively to their posts on social media. You can thank the “cuddle chemical” – oxytocin – the same chemical your brain releases when you hug or kiss.

When you tweet, post a photo, or update a status, your oxytocin levels can rise as much as 13% – that’s a major spike for a little social media action! For some, it’s a feeling that keeps them coming back for more. And while it factors into the reasons why we share on social media, the biggest reason we share is that it helps us stay connected to others. If I’ve said it once, I’ve said it a thousand times, it’s all about relationships.

Show Us Your Emotions

It’s true, as followers, we want you to be emotional; it’s how we get to know you. Okay, maybe don’t over-share but according to the Association for Psychological Science, “the sharing of stories or information may be driven in part by arousal. When people are physiologically aroused, whether due to emotional stimuli or otherwise, the autonomic nervous is activated, which then boosts social transmission.” Basically, by sharing your emotions with others, you increase the chances of your message being shared. And while we all want to hear about your breakup, the University of Pennsylvania found that the more positive the content, the better likelihood the message had of being shared.

It’s also important to understand who your audience is when sharing these messages. Remember the idea is to build relationships, so don’t share inappropriate content. Need some ideas? How about some feel-good customer stories (user-generated content is always a crowd pleaser!). Maybe you’d like to get your employees involved with fun workplace anecdotes. Incorporate (appropriate) humor into your posts and throw in some happy, silly emojis when you’re feeling frisky! Don’t be shy- the world is your social media oyster!

Social media allows us to build connections with others in a way that’s more important than simply “liking” and “tagging” posts. Reciprocity can mean building up someone’s confidence in themselves, making them feel liked and appreciated, and literally releasing #goodvibes. To build good relationships with your followers you need be attentive, active, and real. Be social. That’s what social media is for.

Do you want to learn more about building your brand on social media? Do you need some help with social media relationship building? Contact Allium Associates – we’d love to hear about your business and how we might be able to help your business Grow. Smarter.

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