We enjoy looking at our Facebook feeds. We can catch up on
what family and friends are doing. We can post information about our small
business’ products or services. Research has shown people have physiological
reactions, such as pupil dilation, as an indication of happiness when they are
browsing their Facebook page. Facebook taps the brain’s pleasure center.
According to Facebook, “Like” is a way to give positive
feedback or to connect with things you care about. Research shows that 44% of Facebook
users “like” content posted by their friends at least once a day, with 29%
doing so several times per day.
Why we “Like”
It’s a quick and easy way to connect. It is also a way to affirm
something about ourselves. Studies of more than 58,000 people show that based
on someone’s likes, you can figure out whether that person is:
·
White or African American with 95% accuracy
·
Gay or straight with 88% accuracy
·
Democrat or Republican with 85% accuracy
·
Male or Female with 93% accuracy
·
Age with 75% accuracy
A “like” is a way to express virtual empathy. We also “like”
posts because it’s practical or because we will get something in return. A
Syncapse study found that most people “like” a brand based on practical
reasons, such as getting coupons or updates from the brand.
Why We “Comment”
We comment on posts because we have something to say. It is more
satisfying to comment or receive comments compared to likes. Studies have shown
that personal messages are more satisfying to receivers than the one-click
communication of likes.
Why We “Post” Status Updates
This is how often people update their status on Facebook:
·
10% change or update their status on a daily
basis
·
4% update their status several times per day
·
25% say they never change or update their own Facebook status
Why do we post status updates? One reason is that posting
relieves loneliness. A study found that when students updated their Facebook
statuses more often they reported lower levels of loneliness.
What Stops Us From Posting?
We stop posting because of self-censorship. Researchers at Facebook
conducted a study on self-censorship (posts you write and never actually
publish). Over 17 days, they tracked the activity of 3.9 million users. 71% of
users typed out at least one status or comment and decided not to submit it. On
average, users changed their mind about 4.52 statuses and 3.2 comments.
Why We Share
A poll by Ipsos offers finding from around the globe about
why people share. Here are their findings:
·
61% share interesting things
·
43% share important things
·
43% share funny things
·
37% let others know what they believe in and who
they really are
·
22% let others know what they’re doing
·
20% add to a thread or conversations
·
10% show they’re in the know
How often do you post on Facebook and why do you share?
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