What motivates adult participation within social media?
When we look at the psychology of human behavior we can begin to understand certain motivations which draw adults to social media.
Abraham Maslow published his theory of human motivation in 1943. Its popularity continues unabated. Like his colleague Carl Rogers, Maslow believed that actualization was the driving force of human personality, a concept he captures in his 1954 book, Motivation and Personality Maslow’s great insight was to place actualization into a hierarchy of motivation.
Self actualization, as he called it, is the highest drive, but before a person can turn to it, he or she must satisfy other, lower motivations like hunger, safety and belonging. The hierarchy has five levels.
1. Physiological (hunger, thirst, shelter, sex, etc.)
2. Safety (security, protection from physical and emotional harm)
3. Social (affection, belonging, acceptance, friendship)
4. Esteem (also called ego). The internal ones are self respect, autonomy, achievement and the external ones are status, recognition, and attention.
5. Self actualization (doing things)
Maslow points out that the hierarchy is dynamic; the dominant need is always shifting. The hierarchy does not exist by itself, but is affected by the situation and the general culture. Satisfaction is relative. Douglas McGregor makes it the building block for his Theory X and Theory Y. Mihalyi Csikszentmihalyi continues the tradition in his concept of “flow.” Today’s example of self actualization is the engagement of the human network with social media.
Some have noted that Maslow’s hierarchy follows the life cycle. A newborn baby’s needs are almost entirely physiological. As the baby grows, it needs safety, then love. Toddlers are eager for social interaction. Teenagers are anxious about social needs; young adults are concerned with esteem and only more mature people transcend the first four levels to spend much time self actualizing.
Based on the observations across numerous social platforms and reflection on the past definitions of human motivation we can see that social media provides a primary motivation for adults. Maslow defines self actualization as growth-motivated rather than deficiency-motivated.
What things are adults doing with social that that enhance individual growth? Based on observations and interview we will provide a general categorization of the factors that enhance individual growth for adults participating in social media forums.
- The Learning Factor: With all the hype, craze and media coverage of social media, i.e. Facebook, Twitter and Linkedin, many adults are drawn to the medium to learn what the hype is all about.
- The Connection Factor: Once adults enter networks and learn the “tools of the trade” many are amazed to find the presence of other adults they know and many they don’t already engaged with the medium.
- The Affinity Factor: Adults begin to find association with groups, causes, forums, media and other affinities which relate to their interest both personally and professionally.
- The Business Factor: There is an exponential growth of business opportunities that adults are learning to facilitate using social media as the medium to reach relevant and relative markets.
- The Creative Factor: Adults, and their businesses, are applying creative ways to use the technology behind social computing to extend its value to both personal and professional needs.
- The Expectation Factor: When you consider the creative possibilities of social media adults expect the formation of some economic and social value to be derived from their participation whether currently or in the future.
The expectation of individual growth and satisfaction is high.These factors combined with the media hype over social media are the motivating issues which are driving millions of adults to the medium at annual growth rates of 100% and more. The opportunity to capitalize economically is emerging quickly. Word of mouth will fuel growth rates faster than any other technological medium in our past. The growth and related factors will usher in The Relationship Economy. An economy whose dynamics are not fueled by past institutional media methods rather media produced by and from the people called the human network.
The dynamics are changing and subsequently business models, cultures and relationships will change.