You Ever Notice People Connections To “Likes” And “Comments” On Facebook?

Attention And Engagement In Social Media

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Capturing Attention in Social Media

Do you ever notice who “Likes” your posts, pictures, and videos on Facebook? If you do then what does that mean? It means these gestures set out to do exactly what it intended to do which is get your attention. You may not be aware of the psychological effect that the notification of ”Likes” and “Comments” has on you. Believe it or not that strong connection of receiving that thumbs up “Like” icon on Facebook sends a message to the part of our brain; the nucleus acumens. This area of the brain provides us with a rewarding feeling that is triggered from that “Like” icon. The social acceptance is what’s rewarding for most Facebook users and the icons not only gets their attention but allow them to further engage. According to Lin, Hsieh, & Wu (2016), icon composition and backgrounds affect the user’s attention. By capturing the attention with the icons it taps into the user needs for rewards, and once this is done they will want more gratification and their frequency of actions on Facebook increases. This can be problematic for some as well as important because it can lead to addiction to social media.

Different personality types triggers what type of attention is being acquired on Facebook. Insecure personality traits have proven for those more active users on Facebook. These users seek attention that they lack in their own personal lives by posting pictures and frequent status updates, all with the intention of receiving “Likes” and “Comments”. According to Gregorie (2015), researchers at Union College in New York City collected data and revealed “two types of active Facebook users, those that were very extroverted, and those that are higher in attachment anxiety, which worries about not being loved by others, and fearing objection and abandonment” (Retrieved from http://www.huffingtonpost.com/2015/02/10/facebook-insecurity_n_6652128.html). Both of these types of users have challenges when engaging on Facebook. For example those that have high attachment anxiety engage more frequently seeking to receive feedback. This type of activity can be very time consuming and distracting in these users everyday lives. However they don’t seem to notice these struggles and they are more prone to pay attention to the feedback they receive. Although Facebook users receive gratification from the “Likes” it is the engagement that is really what is expected. In order for a user to get engaging interactions on Facebook there are some strategies that must take place. First you must…

Know Your Audience

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Who do you want to engage and what type of interactions you want, social, personal, professional, or you may want to be just entertained. If your Facebook page is public then you can have a variety of interactions and a diverse following. However if you choose whom you interact with, regardless if it’s your friends, family, co-workers or even a group you want to create, you will need to know what will entice them to interact with you on Facebook. Age will need to be consider in selecting your following. Facebook has a wide range in age of users and they all have different purposes for their usage on the site. Andsager (2014) cite the work of Boyd which based his argument on a series of interviews with teens across the United States that states “young people spend time engaging in social media primarily for the purposes of entertainment and sociability and not necessarily seeking information” (As cited in Andsager, 2014, p.408). This is a prime example of knowing what your audience purpose and how to engage them while on the social media platform. The second strategy to gain attention is…

Update Your Content

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Updating your content on your Facebook page can include any new pertinent content such as a local breaking news story. Share some tips that can assists your audience, however you must read and listen to what it is they want and cater you post to address those needs. This will allow them to interact with you more and the engaging posts and actions will start to process. Lastly…

Be Responsive and Share

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Just like you seek feedback so does your followers and if you want more people to “Like” your page you need to respect those that do and share the love. As a user you want to display support this will not only gain you some attention on Facebook but it stimulates the brain of you, the user and your followers with a pleasing rush feeling. According to Ritvo (2012), “the inside dope on Facebook is dopamine, an organic chemical released in the brain and is associated with pleasurable feelings” (Retrieved from https://www.psychologytoday.com/blog/vitality/201205/facebook-and-your-brain). In other words your engaging responses and sharing is a great feeling for all involved.

Maintaining Engagement in Social Media

Once you have established some engaging interactions now you must maintain them. The social connections and their psychological well- being are the underlying forces that will secure the engagement. Meaning you must strengthen your interactions with good supportive intentions. This is important to grow your following, and receive more “Likes” and “Comments.” Consistent communication is another factor for keeping your friends and followers engaged. Don’t be a jerk and just lurk! You must stay updated with your communication actions for you can’t engage without two way communication. Facebook provides the platform for the connection but it is up to you the user to maintain those connections with engagements.

References

Andsager, J. L. (2014). Research directions in social media and body image. Sex Roles, 71(11–12), 407–413. doi:http://dx.doi.org.library.capella.edu/10.1007/s11199-014-0430-4

Gregoire, C. (2015, February 10). Insecure People Use Facebook More, Science Confirms. Retrieved

May 24, 2017, from http://www.huffingtonpost.com/2015/02/10/facebook- insecurity_n_6652128.html

Lin, H., Hsieh, Y., & Wu, F. (2016). A study on the relationships between different presentation modes of

icons and users’ attention. Computers in Human Behavior, 63, 218–228.

Ritvo, E. (2012, May 24). Facebook and Your Brain. Retrieved May 24, 2017, from

https://www.psychologytoday.com/blog/vitality/201205/facebook-and-your-brain

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