Tag Archives: tribes

Behavioral effects of Social Media Networking websites

Ever wonder why people post on the wall on Facebook rather than sending direct e-mail?  It is because people want to be visible and to be  recognized.  This is an example of online social grooming behavior.  Social grooming offline consists of exchanging pleasantries and small talk with people.  Social grooming amongst friends consists of checking-in (e.g. what’s up? what’s going on?, etc.)

On Facebook, there are applications such as online quizzes that reveal people’s interests to others, these are interactive, in which friends can comment and share the results to others.  These activities are mostly used by Generation Y as a way of self-expression.  The “about me” sections on Facebook and MySpace as well as the decoration of their profiles on MySpace are other examples of individuality and self-expression.  Generation X is the fastest growing demographic on Facebook, because of the need to reconnect to old acquaintances, and is driven by the curiosity about the status of former high school and college friends.  Gen Xers tend to use it as a social utility to communicate with the past versus Gen Yers who use it to strengthen with their current friends and acquaintances.

Ever wonder how some people on Facebook have over 500 friends? Is it even possible they have too many of them? It takes much mental computation to keep track of all of them.   There is a number called the Dunbar number, which states that most people cannot keep track more than 150 friends.  Even though we are more connected more than ever, it does not necessarily mean we have better connections with them. We continue to keep in contact with a select few number of friends.  According to this article in the Economist, the statistical breakdown for men versus women in the number of friends are the following:

Thus an average man—one with 120 friends—generally responds to the postings of only seven of those friends by leaving comments on the posting individual’s photos, status messages or “wall”. An average woman is slightly more sociable, responding to ten. When it comes to two-way communication such as e-mails or chats, the average man interacts with only four people and the average woman with six. Among those Facebook users with 500 friends, these numbers are somewhat higher, but not hugely so. Men leave comments for 17 friends, women for 26. Men communicate with ten, women with 16.

An issue that may arise is if one does not want to continue to communicate with some acquaintances  online on Facebook, MySpace and other social media networks or offline.  The difference between online and offline friend behavior, is that offline, meeting people occurs in a short period of time, afterwards, you may not see them again.   Online once you add a friend, “unfriending” them becomes politically onerous.

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Herd Behavior

Herd, Tribe

Several weeks ago, I attended Planners United, a get-together of Toronto’s planning community. Kudos to Jason Oke for organizing this meeting. The keynote speaker was Mark Earls, author of the Herd book.   His talk was quite invigorating.   He turned the principles of push marketing onto its head.   Much too often marketing that is done today is accomplished through push marketing, where the marketer is the king and pushes the ideas and the product or service onto people.   During the talk, the old theory of pushing the ideas onto a few influencers and letting them spread the idea was an idea that was debunked by Mr. Earls.

One of the questions that was asked was: “If the idea is now pull marketing, how would we increase brand awareness and equity for our client’s product or service?”

Mr. Earls replied that through trends and herd mentality, we can influence behavior.   We as a species do not act and think independently.   We look at others’ and model their behavior whether it is done randomly or deliberately.   Take a trend such as weight-loss, and enhance the customers’ experience and make it easier for them to reach that goal.   Nike’s global 10 km run is an example of building a community, latching on a trend, and enhancing people’s end goals.

Today, on TED, there was an interesting talk by Seth Godin about Tribes. People exist in little communities, share, and learn together. In my previous post about Communities of Practice,  I had touched upon this.   Again, being able to locate, bring together like-minded people is very important.   Go ahead and become a leader of these tribes.  As a leader work in people’s interests to achieve their specific goal whether it is an individual one or as a community.   Practicing the application of Communities of Practice, Herd and Tribe theories all have this commonality.   Transformation Design can also be applied here too.   Any thoughts?