Social Neuromarketing: How Facebook et al. Change Your Brain
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Humans spend 1.3 million years worth of time on social media per month. Whoa. It's no surprise that social networks have become the most important frontier of online publishing and marketing. It's also changed the way we interact with one another and communicate. It's changed political protests, civil rights movements, how we shop, and even, I argue, how we think. Yes, the actual neurochemistry of our brains can, and has, been altered by the Social Media Revolution. So let's talk about how social media changes our brains. Let's talk about these neurological mutations that we are all experiencing together, and what it means for usage -- and success! -- on the fastest growing platforms of our age. Let's talk about social neuromarketing.
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Social Neuromarketing: How Facebook et al. Change Your Brain
- 1. SOCIAL NEUROMARKETING Your brain is obsessed with social media. And, believe it or not, that’s actually not a bad thing. @alexlwall #SOCIALBRAINS
- 3. The internet is the first thing that humanity has built that humanity doesn't understand… the largest experiment in anarchy that we have ever had. Eric Schmidt, Chairman of Google
- 4. Everything changes your brain Everything from kicking a soccer ball to pouring coffee changes your brain. That goes double for repetitive behaviors. (Get it?)
- 5. Multiple Types of Brain Changes Sociological Neurochemical
- 6. Sociological Ramifications “Everything exists to end as a photo.” Susan Sontag
- 7. Facebook Eye effect • Data chunking • Applies to all social platforms • How we see our lives
- 8. Sociological Ramifications • Reinforces “ambient awareness” – Invisible dimension of data applied to every day life, but not drawn from every day life – The world becomes a global village, where everyone has access to the details of others’ intimate lives. • Documenting the experience becomes part of the experience. • “Social proofing”
- 9. Social Media as a Drug The accessibility of data and the constant, piece-by-piece stream of it makes our working memories lazy, and increases our extended dependence on using the platform.
- 10. - White matter abnormalities in orbito-frontal cortex - Linked to executive thinking skills, emotional processing, and cognitive function. Internet Addiction Disorder (IAD) Neurologically Identical to Drug and Alcohol Addiction
- 11. Neurological Ramifications • Each piece of information releases dopamine, which encourages repeat action. – Checking for notifications becomes a “fix”. • The more stimulus the brain receives, the more difficult it is to parse through information that’s important and that which is not. – Advertising messages become lost unless they are precisely targeted and speak directly to the brain.
- 12. Social Media Physically Changes the Gray Matter in your Brain
- 13. Online Interaction Neurologically Superior to Offline Interaction? • More friends and followers = more grey matter in 4 areas of the brain. • Only 1 area of the brain, the amygdala, is increased by offline interactions. • The other 3 are only activated by online connections. • Grey matter is the layer of brain tissue where mental processing occurs. • Basically? – Facebook increases the amount of tissue in our brains that processes information. • Put that in the win column.
- 14. Basically: We are culturally and chemically programmed to get excited about interacting. • Validation through these self-extensions (likes, comments, interaction) becomes crucial, and lack of it is seen as a threat to the organism. – No matter what you say, your old brain loves seeing those notifications.
- 15. The part of the brain that is always on is the part interested in YOU and OTHERS. When inactive, the brain defaults to these regions – basically, thinking about itself and other people.
- 16. The brain is so hard- wired for social activity, positive social habits have a more positive impact on overall health than the negative effects of smoking, poor dieting, etc.
- 17. Cyborg anthropologist Amber Case studies how people upload their bodies and internal space into the internet, and how “humanness” is produced through machines. She calls this the technosocial self and explains that our machines, devices, and profiles have become external hard drives for our brains. Social as an extension of ourselves.
- 18. What have we learned that we can use? • Social is an excellent platform for interactive education, crowdsourcing brand development, and forming a strong sense of community. • It hampers our ability to remember by acting as external hard drive. • Our brains are adapting to deal with the constant flow of stimuli.
- 19. How Brands (Should) Navigate Social’s Impact on the BrainDevelopers • Utilize gamification (dopamine marketing). • Include notifications – the brain feeds on that. • Allow users to share data and discoveries with one another. Advertisers • Hyper-targeting is crucial. • Stand out, be memorable, appeal to the Reptilian brain. • Don’t lecture; have a conversation. • Create a community.
Notas do Editor
- Social changes your brain Couple of different ways, some examples, some of the science, and what that means on a practical level
- Eric Schmidt quote – internet is future Why FB? The total amount of time spent on FB each month is 1.3 million YEARS Americans spend 3x as much time on it as any other site
- Each action and thought fires a series of neurons, most of which secrete small amounts of chemicals. These chemicals, even at a microscopic level, leave an impression on your brain Fingerprints on a glass
- How we interact with the world How our brain perceives & processes stimuli WHY DO WE USE social IN THE FIRST PLACE Journal of Broadcasting & Electronic Media Bc we are bored (with assists from self-expression and the desire to communicate) Not a high concept strategy on what makes it tick. We go on FB because we want to be entertained or amused.
- Since presentation becomes part of the experience, documentation becomes a necessary part of the experience Emphasis in new technology, like smartphones, camera function
- We start seeing things based on how they will be embedded in the interface This has happened before “MySpace pics”
- Passive influx of social information Aware of one another’s lives and ongoings without ever having direct conversation Huge uptick in ambient awareness after FB introduced the News Feed
- FB affects our minds a lot like a drug Overexposure to media has led to some instances of reactive psychosis, most famously Jason Russell Kony 2012 campaign organizer Refused to unplug, it drove him crazy, he got buck naked and screamed at the devil FB and social media platforms have a certain power of our minds that we need to both understand and respect.
- White matter abnormalities that affect higher thinking, emotional processing, and cognitive function FOOD FOR THOUGHT: all the things that make us different from our best machines
- FB affects our minds a lot like a drug Overexposure to media has led to some instances of reactive psychosis, most famously Jason Russell Kony 2012 campaign organizer Refused to unplug, it drove him crazy, he got buck naked and screamed at the devil FB and social media platforms have a certain power of our minds that we need to both understand and respect. The more stimulus we receive, the harder it is to determine which stimulus is important The FB EdgeRank algo relieves some of the burden, but only in supposed quality, not quantity. It basically puts a lot of high-value content in front of us, making it even harder to parse through and prioritize
- More friends on FB -> more interaction More interaction on FB -> denser grey matter in 4 regions AMYGDALA – memory Left middle temporal gyrus (LMTG), recognize faces, access word meaning Right superior temporal sulcus (RSTS) Entorhinal cortex (matching names to faces)
- More friends on FB -> more interaction More interaction on FB -> denser grey matter in 4 regions AMYGDALA – memory Left middle temporal gyrus (LMTG), recognize faces, access word meaning Right superior temporal sulcus (RSTS) Entorhinal cortex (matching names to faces)
- NOT receiving attention or being made to feel like part of the group is considered a threat to the organism For example, this is part of the reason cyberbullying is such a problem: teenagers who are growing up in a digitized environment, when isolated, experience a deep pain that goes all the way to our genetic roots. Our sense of community is evolving to include our digital frontiers.
- Even when resting, we think about others Exclusion and ostracization light up the same parts of the brain as actual, physical pain Even though your arm may not actually hurt if someone you care about ignores you, your mind experiences the same reactions it would as if you had just broken it in a car door.
- So foundational to our survival that the positive effects of proper socialization outweigh the negative effects of poor health, poor diet, smoking THAT DOES NOT GIVE YOU LICENSE TO SIT AROUND ALL DAY EATING CHEETOS AND PLAYING FARMVILLE. THAT’S NOT WHAT THAT MEANS.
- Case expanded on this in a great TED talk I got to meet her at SXSW this year, she’s fantastic. FB and other mediums have basically become external hard drive We used to actually have to remember phone numbers, if you can believe it.
- PEOPLE GO ON SOCIAL TO BE HEARD We can’t remember details as well because we don’t have to We are getting better at communicating and interacting and collaborating with one another Our brains are adapting, we’re getting denser grey matter but we are getting some white matter abnormalities
- Zuckerberg is red-green colorblind, so blue is especially vibrant for him Neurologically speaking, most colors distract the eye, but blue registers as a transparent palette and doesn’t pull focus away from the content. THINGS FOR ADVERTISERS AND DEVELOPERS