Why is social networking a really big deal? It fulfills six fundamental human social needs, says a new Communispace study, “Meeting Business Needs by Meeting Social Needs.”
1. Expressing personal identity
2. Status and self-esteem
3. Giving and getting help
4. Affiliation and belonging
5. Sense of community
6. Reassurance of value and worth
When developing social networking strategies as part of our marketing plans, it behooves us to make sure that we meet these social needs. Doing so, say the authors, helps companies gain customer trust and insight.
Fulfilling the sixth need is especially valuable. When companies listen to what people tell them in social networks and act on those ideas, companies validate people’s sense of value and self-worth. The result? “ A deeper emotional bond than usually exists between companies and customers, which in turn results in greater advocacy and customer loyalty,” say the authors.