Social Media: Glue for Communications

Dr. Pamela RutledgeMedia Psychology Research Center

Annual Congress 201130 September, Berlin

Old Game, New Rules

The Psychology of Social Media

Social media enriches relationships

Resistance to technology

Brands are defined by customer experience

Social media is shifting the power to the individual

No Clear Lines

Is There No Respect?

Brief History of Media Technologies

10,000 BC 4,000 BC 1000 AD 1440 1860 1920 1950 1995 2004 2011 (NOT TO SCALE)

Mass Media’s Piece of the Pie

Social Technology is the New Oxygen

Social = Human

Be Careful What You Measure

What do We Know About People?

Humans Have Brains

The Biological Imperative

survival

Maslow’s Hierarchyof Needs

Self-actualization

Esteem

Belonging and Love

Safety

Biological and physiological

Maslow Rewired

Esteem, Reputation & CompetenceS

afety, Order & Certainty

Community, Belonging & Love

Food, Shelter & Sex

Social Behaviors Based on Survival

Social Validation

Social Identity

Competence

Collaboration

Reciprocity

Trust

Brain Rules and Behavior

Survival is the primary goal

Social connections are necessary for survival

Experience determines basic beliefs

Beliefs filter new information

Innovations that Stick

Human Motivations and Goals

To Move Money, Press Pound

No Good for Shoveling Snow

To Shovel Snow, Press Pound

Meet Kurt

There is no Offline & Online

The same neural patterns

Mediated experience enriches face-to-face

Adoption driven by connection goals

Social media provides glue

Grandma’s On Facebook

Where’s the Mouse?

Upward Spiral

Confidence

Interaction

Feedback

Mastery

AgencyEngagement

The New Normal: Blurring Boundaries

The New Normal: Civic Engagement

The New Normal: Collaborative Management

The New Normal: Customers as Fans

The New Normal: Creative Participation

The New Normal: Remixing Culture

Mash-up of 8 artists’ tracks:• Black Eyed Peas • Katy Perry• Snoop Dogg• Jay Sean• Nicki Minaj• Flo Rida• David Guetta• Kings Of Leon

The New Normal: Gaming for Good

The New Normal: DIY Philanthropy

The New Normal: Micro-Volunteerism

The New Normal: Citizen Science

The New Normal: Participatory Social Change

The New Normal: Old People on Facebook

Going Forward

No Distinction Online and Offline

Mobile Emphasizes Local

Increasing Social and Corporate Responsibility

Hybrid Customer Relations

Disappearing Technologies

Flattening Hierarchies

Thank You.

Dr. Pamela RutledgeMedia Psychology Research Center

Annual Congress 201130 September, Berlin