Human interaction has become so virtual that our emotions are based on the interactions we have online. A new study has let the cat out the bag, how our Facebook friends react, or rather the lack thereof, to our public statements that can have an effect on our self esteem.
According to Sciencedaily, a study revealed that not posting for two days had a negative impact on the personal well-being of those who usually frequently posted on Facebook but were asked to observe instead.
“In a second study, a group used anonymous bespoke accounts in a controlled space where participants were urged to post and to comment on others’ Facebook posts. Half of the group were unwittingly set up to receive no feedback. In both cases, participants were interviewed on their feelings of belonging, meaningful existence, self-esteem and control after the exercise. Both passive and shunned users experienced feelings of exclusion and felt ‘invisible’ and less important as individuals. Shunned users also experienced lower self-esteem and control.”
Selfworth seems to be quantified by the number of comments and likes that are received by some. Some may not be affected to such an extent: these folks look at Facebook as a utility, a tool like a mobile phone or an app, however to many, Facebook is a representation of a virtual life, a place to gain a popularity that may not exist in the tangible world.
It’s all quite riveting, seeking acceptance from individuals, that without Facebook, you might have never seen again after your high school prom. This just might prove that the internet is influencing or even evolving the psyche of human beings, altering the way we may perceive ourselves.
Through the years, the media, especially television, have always been blamed for controlling minds by showing selective content but the torch seems to have been passed. The realisation that marketing can take an advantage by capitalizing on online social activity has given rise to serving up content very specifically. Facebook has caught on to this, they certainly did not invent this wheel but they have really moved it forward.
Facebook allows advertisers to target consumers on a broad or more definitive scale. Depending on your marketing objective (page likes, website visits, sales etc), you can really hone in on the consumer based on their virtual life. Offer matchmaking services to a relationship status that’s changed to single or wedding planner ads for one that is engaged, how about an ad for counselling to a status update that says depressed, the possibilities are endless. If you ever wondered how Facebook makes money, this is it, advertising. Take a moment to consider, that the study mentioned in this article proves that Facebook affects us emotionally and you start realising that this may mean that Facebook can influence the way we shop.
The colossus that is Facebook went public at a value of $104 Billion, and to think at its essence it is a digital marketing machine using information that we are voluntarily providing every day, probably the largest data gathering initiative of its kind and its happening right under our noses. Yahoo Finance lists some brilliant tips if you are intending on using Facebook ads (I highly recommend it). Facebook is a strong commerce business and offers a service to over 1 billion users, the payment being our usage and at the same time they are making money while helping other people make money.