Vesta Digital Blog

How to Make Social Media Work for Your Business – Psychologically

Posted on: June 18, 2010

psychOn a psychological level, social media provides any individual of a feeling of importance. You have the ability, the control, and the drive to publish whatever you want to the Internet, an interconnected network of millions of people, you’re bound to find a listener that finds your content important or valuable. That’s why online marketing is now such a significant portion of online business strategies, social media puts the power in the consumer’s mind.

Here are three psychological reasons why social media appeals to the average person.

A Feeling of Importance

According to Dale Carnegie, influential author of How To Win Friends and Influence People, the greatest human desire is the feeling of importance. Dale Carnegie writes”

“There is one longing – almost as deep, almost as imperious, as the desire for food or sleep – which is seldom gratified. It is what Freud calls ‘the desire to be great.’ It is what Dewey calls ‘the desire to be important.’”

Social Media allows an individual to feel important. By networking and connecting with an unlimited amount of people, a person will be given the gift of feeling connected and significant. The gratification of feeling wanted, acknowledged, and valued is irreplaceable in the human mind.

Also, social media marketing allows the consumer to choose what products their interested in. People aren’t finding products, products are finding people. This kind of power must make a person feel pretty important.

Customized Living

Instead of conforming to fit into a world around them, a person has the power to use social media to conform a world to fit around themselves. By discretely selecting Facebook groups and networks to join, various Twitter accounts to follow, or specific Blogs to read, a social media user has the power to create an online world that is totally customized towards their interest.

This is fuel for the fire for niche marketing online. By finding people who are specifically interested in your product, it becomes less difficult to generate leads and convert that traffic into customers because you are already a part of their customized and filtered world.

Being a Part of a Group

People feel assured and approved of when they are involved in a group of people with common interests. Your business will never succeed from a marketing perspective if you don’t include people into a community where they feel like a contribution.

By allowing a customer the ability to join a membership online, or some similar community that is easy for them to navigate, they will feel a more secure sense of brand loyalty.

Ask your customers for advice or opinions on relevant information. By asking questions, you make your customer feel important, in control, and involved.


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