The 8th Principle of Social Media – The Behavior IS Social

The 8th Principle of Social Media – The Behavior IS Social

The 8th Principle of Social Media – The Behavior IS Social

When it comes to Social Media just remember that technology changes but people stay the same.

When the Wikipedia entry for i>Social Media contains in its opening paragraph the phrase, “Social media are relatively inexpensive and accessible tools that enable anyone (even private individuals) to publish or access information”,  then you know we’ve got a problem.

So much time, energy and attention seem to have been spent talking about Social Media technologies that many have missed the point: without people it simply doesn’t work!

Maybe a little more time thinking about the fundamentals of human needs and behavior and a little less time trying to second guess the new Twitter the more interesting the end results will be?

You see, by our very nature we as human beings are a relational creature.  We need each other, we define ourselves through our relationships with others.  In 1934 Abraham Maslow codified his research on the essential human needs, he said that there are 5 ESSSENTIAL human needs, and these are:

  1. Physiological (breathing, sleep, food, sex etc).
  2. Safety (personal, financial, health).
  3. Social (friendship, intimacy, family).
  4. Esteem (self-esteem, self-respect, belonging).
  5. Self-Actualization.

The 8th Principle of Social Media – The Behavior IS Social

The 8th Principle of Social Media – The Behavior IS Social

What is the behavior demonstrated on Social Media platforms such as Blogs, Facebook, YouTube and Instagram but “Social” and “Esteem”.

“Social” in as much as digital technology allows connections and enables like-minded people to come together and interact with each other, whether it’s a passion for gaming (of which Prof Monica Whitty has written extensively about the romances that real-world relationships that blossomed in the virtual world) or any other interest or passion, Social Media is merely the platform for connecting and sharing.

Social Media also fulfills on the need for Esteem, it delivers on the normal human desire to be accepted and valued by others.  It’s through the comments and links of others that individuals online gain authority and influence in the social space and thereby increase their own levels of esteem.

The behavior is social.  The out-take is esteem.  The fundamentals of human nature therefore remain constant.

To Your Never ending Success.
-Jon

The 8th Principle of Social Media – The Behavior IS Social

The 8th Principle of Social Media – The Behavior IS Social

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