Social Media Hierarchy of Needs
Posted March 1st, 2010 by Mike Rynchek
Mike Rynchek
Spyder Trap Online Marketing
As a fellow marketer you likely wonder, “How can I better appeal to my target audience?” Better yet, “How can I produce more appealing/compelling content to drive a desired reaction?” I’m asking myself these questions as I write this post. The good news is help is just around the corner.
Maslow's Hierarchy of Needs
Most marketers have studied or at least heard of Maslow’s Hierarchy of needs (to the right) but few have related it to more current marketing efforts such as social media. As you read this post keep in mind that although technology evolves, people’s basic needs remain the same.
First, the premise: For the purpose of this post, I will keep my analysis related to social media. In some respect, Maslow’s theory explains the massive draw and assimilation to social media channels. The top three most psychologically complex needs are all easily obtained using social media (Self–actualization, esteem, love/belonging). Some people I suppose receive all five, but for the most part, social media allows for the authentic release of creativity, esteem personified by the ability to become a thought leader and, of course, belonging and contributing to a community is all at your fingertips.
The application: How can we use this information to become better social media marketers? Well, first understanding what people are seeking from a physiological standpoint empowers us to better optimize our marketing channels, messaging and calls to action in order to evoke a desired response. For example, creating channels for people to collaborate not only with your brand but one another might be considered an essential need for your audience. The theory is basic enough yet the application is often lost in the shuffle of day-to-day activities. Comments and reviews are all means to connecting with your consumer at a higher level. Creating compelling copy and messaging to appeal to people on an emotional level help to create a deeper bond between your brand and your brand’s consumers. More advanced opportunities are found in attracting “like minded or like needed” people while exposing them to your messaging.
With this application in mind, below are several basic emotion evoking tips that apply not only to social media channels but also apply to general marketing practices.
- Facilitate – Allow people to creatively participate with your marketing efforts. Encourage and ask for opinions, feedback and collaboration
- Be Authentic – No auto DMs! People are looking for real human connections, whether they are on the computer, phone or in person
- Respond- Being heard and having one’s ideas validated by others is a basic need that all people share
What do you think about this analysis and application? I’d love to hear your thoughts!
Tags: Maslow's Hierarchy of Needs, Online Marketing, Psychology, Social Media
2 Responses to “Social Media Hierarchy of Needs”
March 2nd, 2010 at 9:34 am
Excellent analysis Mike! I think especially for corporations and their B-2-C efforts, it’s a chance for them to really meet their customers where they need it most: on a personal, human level. For some that is great in theory, but in actuality they may deem it quite difficult because of the sheer volume of customers.
However, the concept is very simple with social media, it allows companies to identify their brand champions and reward them with interaction which equivalates to the one thing they want most: to belong and to feel they are respected and recognized by the companies where they spend their money.
People typically buy with emotion and back it up with logic. Companies that communicate with customers in social media arenas could likely have more impact in the longevity of the customer by meeting a psychological need, than perhaps a million dollar ad.
March 2nd, 2010 at 12:12 pm
Hi Aimee,
You are exactly right. From a mass media standpoint, this theory more so applies to creating compelling copy with supporting imagery. From a social media standpoint this theory (though included within it) goes far beyond just messaging and images. It crosses over into facilitating a sense of community, promoting engagement and connecting with your audience on a higher level.
Love your comment on longevity of your consumer due to deeper engagement tactics. More and more people are buying based on their virtual relationship with a brand rather than convenience, price etc.
Thanks for the comment!
Mike
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