At NeoCloud, we have the privilege of speaking to a variety of businesses and community organizations on the subject of how to effectively create and deploy a sound new media marketing strategy. At these sessions, we receive a ton of questions. Without fail, many of the initial questions are related to the overall phenomenon that is social media. “Why in the world do people spend so much time on social media sites?” “Social media really is for young adults, right?” And, as the title of our post suggests, “Why the ___ is everyone so ___ (you fill in the blanks) social?”

There are countless studies, info graphic displays and video presentations that speak to the fact that a well defined social media strategy will lead to a positive ROI for your business. We’ll save ROI for another post and conversation. Today, we want to dive a bit into the psychological elements of social media, and in doing so, unravel some of these core questions and the mystery that surrounds why social media has and will continue to dominate the world of brand marketing.

First, social media is simply a glorified form of word of mouth marketing. We, like others in the industry, prefer to refer to social as, “word of mouth marketing on steroids.” You like a restaurant, vacation spot or sports team? Social media allows you to share that content with hundreds, sometimes thousands of interested people, in literally seconds and at the click of a computer mouse button or smart phone key pad. The elegant simplicity of social media is one of its most alluring elements. Regardless of location, the user can and does share whatever he or her deems relevant and important. Did we say relevant? Yes, understanding the impact of relevancy is the second step on ladder to effectively understanding social media. It’s no longer what the business or originator of the conversation says is relevant. Social media is all about the reader or user indicating approval, sharing and commenting on information they deem relevant. Hence, the power of the message is magnified through virtual conversation and endorsement. Finally, in order to truly understand the why behind social media, one must have an appreciation for human psychology. At the end of the day, a basic human desire is to influence another human being. If I can share a tip, a story, an idea that shapes others decisions related to purchases, investments of time and shares, I as the user feel empowered. Social media fulfills this basic human need brilliantly.

So the next time you or someone in your circle (catch that one?) wonder why social continues to flourish, remember it’s about word of mouth marketing on steroids, defining relevancy and satisfying the basic human desire to influence.

To your continued new media success.