Why people share what they share
We are thrilled to announce that Lab has been shortlisted for the prestigious UK Agency Awards, in the running for Digital Agency of the Year! We are really looking forward to September’s award ceremony, celebrating the best work of the year and the success of our fellow nominees.
UK Agency Awards
The UK Agency Awards will be returning again for 2017 after two successful years. It is the UK’s first awards recognising excellence in the way that agencies are run, marketed and grown. The awards are open to all creative, design, digital, marketing, advertising, media and public relations agencies that are based in the UK.
Don’t you find social media absolutely fascinating? Why do some people share what they share?
You have the people that like to share every intricate detail of their life to the people that like to share something that they have recently read / watched. But why? Is there an explanation?
At Lab, we are obsessed with human behaviour and because of this, we have created a unique psychology model that helps us to empathise with all aspects of decision-making – the rational, the irrational and the emotional. This model is called Monkey, Lion, Dog and looks at why we do what we do. We all know that different people make different choices, but the interesting thing is when people make the same choice for different reasons.
How does this relate to social media? Alongside IBM, who have been developing a tool to analyse your personality via your Twitter feed, the Monkey Lion Dog model enables you to see why people share certain posts on social media. This is split into three categories;
Dog or emotional social posts
Emotional thinkers most pay attention to their feelings, mainly in relation to other people. Concepts associated with a person that is more ‘Dog’ include; Connection, Love, Trust, Openness, Honesty, Authenticity, Relationships, Teamwork, Loyalty and Transparency. For a Dog, sharing a social post about relationships with their friends is key.
Lion or rational social postsRational thinkers most pay attention to their thoughts and judgements. Concepts associated with a person that is more ‘Lion’ include; Control, Quality, Mastery, Success, Challenge, Power, Comfort, Courage, Achievement and Competence. For a Lion, posting about something which deepens knowledge, making themselves look intelligent, is important and can be seen here.
Monkey or contextual social postsContextual thinkers most pay attention to the outside world. Concepts associated with a person that is more ‘Monkey’ include; Recognition, Attention, Inclusion, Status / Title, Fame, Making a difference, Purpose, Responsibility and Leaving a legacy. For a Monkey, gaining recognition and being acknowledged is vital.
However, what we must remember, is that someone can be a mixture of both all three and this may differ in different circumstances! Watch out for our upcoming online test which will allow you to personally delve deeper into our Monkey Lion Dog model.
A study by the New York Times Consumer Insight Group identified five major reasons people choose to share what they do on social media sites. 49% of participants in this study said that they shared to inform other people about what they care about or to affect new opinions or encourage action in those others.