The American Marketing Association published a very interesting article on how recent research shows that social media triggers a dopamine high in people. In part, that is why social media has gained popularity over the past ten years.


Psychology Today defines Dopamine as “a neurotransmitter that helps control the brain’s reward and pleasure centers. Dopamine also helps regulate movement and emotional responses, and it enables us not only to see rewards, but to take action to move toward them.”


Now marketers have an even greater opportunity to use social media in ways they never even thought of before. Who wouldn’t want to give their customer a “virtual hug” to show their love and appreciation for their loyalty?
Some key takeaways on this subject that we have been seeing in the market:
  • Social Media affects the brain the same way a hug does. 
  • Social Media Research is beginning to be used by businesses to tap into qualitative data on a variety of subjects.
  • Technology is changing all the time. Mining social media data is not only keyword dependent anymore. We can now gather data from images or geolocation.


So, what can marketers to do take advantage of this?


  • Engage with customers who engage first, but also those who don’t know you’re paying attention: social media monitoring can identify customers who are not connected to you on social media. By finding them and engaging with them socially, whether it’s a Twitter follow, a retweet, or commenting on something they’ve posted, it can make their day.
  • Surprise and delight: this is an emerging trend in which customers can be identified via monitoring, sometimes even while in the store or restaurant thanks to geolocation monitoring, and instantly rewarded. That reward could come in the way of a simple shout out or feature on the company’s social sites, or something more direct in the way of an instant discount or future coupon.
  • Engage off topic: sure, you want to promote your own brand and products, but engaging with a customer who’s having a bad day or going through a tough time can really make an impact, not only for that customer, but for the hundreds or thousands who see the exchange on the social site. Take it off topic from time to time to engage on a personal, non business level – it’ll mean a lot to your customers.


Social media has more benefits than we even thought it would ten years ago; now studies are showing it’s psychologically good for people when they engage online. As a marketer, knowing this information and building from it can make for a successful campaign.

LinkedInFacebookTwitterGoogle+StumbleUponRedditDiggEmailGoogle BookmarksFlipboardPrintWhatsAppShare