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Birds of a Feather

Homophily, which you may be more familiar with the expression “birds of a feather” in reference to social media, is the tendency of similar individuals to corrugate or share content. Several factors can contribute to homophily such as geographical locational, education similarities and personal preferences. In an earlier blog I have discussed homophily and contributions in depth which can be read here- https://www.tumblr.com/blog/view/brookemilosek/691054974405427200?source=share

An Error in Our Thinking

It isn’t typical for us to think about the results of our biased thought processes. At times we may not recognize them, and algorithms on social media may only feed into these negative processes. Algorithms are fueled by our likes, comments, posts, keywords within, and searches and such on social media. These algorithms not only contribute to homophily but may also contribute to biases thoughts by feeding us information that is in agreeance with our current thoughts on a matter. Boucher (2015) explains that homophily increases confidence in ourselves as well as our subject matter. On a serious note, homophily can even contribute to bullying do to highlighting the differences a person may have in their thoughts, actions, or appearance and things of that nature. I also believe that homophily has the potential of isolating us due to the tendency it has of keeping us closed minded to several subjects we may already be biased about rather than providing facts and proper education on subjects.

Prevention Strategies

There are some things to keep in mind when discussing ways that we can prevent this homophilic isolation. Zheng and Lee (2016) highlight the effects of being overactive on social media by saying that overuse can contribute to problems in our interpersonal interactions as well as our work environment. Therefor, I believe that we should monitor our use on social media and make sure our social interactions outside of the social networks that we use continue to be productive and healthy. Also, fact checking is a big thing that we could consider. Such as “Does this person have a reliable source for the information they are sharing?” Finally, I believe it is important for us to stay open-minded when using social media, to all issues, always. If we implement our critical thinking skills, we may change our minds or learn more about a subject than we previously thought.

Boucher, V. (2015). structural homophily. International Economic Review (Philadelphia), 56(1), 235-264. https://doi.org/10.1111/iere.12101

Zheng, X., & Lee, M. K. O. (2016). Excessive use of mobile social networking sites: Negative consequences on individuals. Computers in Human Behavior, 65, 65–76.

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Social Similarity on Your Social Sites

Social Similarity on Your Social Sites

Connectedness Counts

Feeling connected is an important factor when evaluating one’s quality of life. Social media is a great way for individuals to stay connected to one another as well as to their communities and others with similar interests. Belonging needs can be satisfied when receiving likes and comments according to Tobin (2016). Having others like or comment in response to your posts as well as sharing common interests on social media is a great way to stay connected. Tobin (2016) reports findings from a study that explain how social connection on Instagram is associated with happiness. Many social networking sites allow the formation of groups and organizations to keep people connected as well.

Similarities on Social Media

According to Boucher (2015), homophily explains how similar individuals tend to interact with one another on social media sites. The collective processes on the internet, and through platforms allow individuals with similar interests to share in algorithms. Homophily allows these similar interests to be explored which at times can push individuals to fuel movements, organize gatherings in support of a cause, create events, or join groups within their interests. These activities all contribute to the connectedness one may feel when using social media. Homophily can also result in increased confidence in ourselves and our subject matter according to Boucher (2015).

Its All in the Algorithm

The internet is evolving rapidly, and new processes allow algorithms to group individuals and content based on similarities. Social networking sites use features such as likes and comments as well as types of content viewed to create an algorithm to support this type of grouping. Close Scheimbaum (2017) reports that Facebook had nearly 1.6 Billion worldwide users in 2016. Have you ever wondered how they are able to recommend content based off your interests as well as friends you may know? These are both great examples of the results of algorithm and homophily.

References

Boucher, V. (2015). structural homophily. International Economic Review (Philadelphia), 56(1), 235-264. https://doi.org/10.1111/iere.12101

Close Scheinbaum, A. (Ed.). (2017). The dark side of social media: A consumer psychology perspective. Routledge.

Tobin, S. J., & Chulpaiboon, P. (2016). The role of social connection in satisfaction with Instagram photographs. Translational Issues in Psychological Science, 2(3), 303–312.

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Get their attention-and keep it that way!

3 Strategies to Grab your Audience by the Horns:

Do you have your audience’s attention? Grabbing their attention is the first step towards success in social media. This can be challenging for several reasons. Research confirms that users on social media tend to exercise a very short attention span, and it is essential to grab their attention within the first ten seconds. Another challenge occurs due to the rise in users. According to Close Scheinbaum (2017) over one fifth of Americans report constant use online. Also, reports by Aliverdi, Farajidana, and Tourzani (2022) expand on this saying that 521 million new users have joined social media by 2021. Now, there are strategies you can implement to greatly increase your chances of gaining attention from your desired (or undesired) audiences. First, it is important to remember that emotional and moral content tends to gain attention. Brady, Gantman, and Van Bavel (2020) explain that these types of content are related to goal attainment and are prioritized in early visual attention. Another strategy you may want to try is to be a bit controversial. This may sound like a bad idea but it is important to let your audience know how you feel and where you stand- many may relate! Horn (2017) explains that you should not be afraid to say how you feel because many people can relate and will appreciate the honesty. Lastly, SPEAK UP! You can’t grab a viewers attention if they cant hear or understand what you are saying.

Once You Have Their Attention-Keep it That Way!

Is your audience staying engaged? Once you have the attention of your viewers, your work is not done! It is important to understand that your audience must stay engaged to ensure that your conveying the information desired and keeping them interested and coming back for more. Tsimonis and Dimitriadis  (2014) describe some types of engagement that many platforms offer such as collaborating on content, sharing insights, and connecting for business. There are some steps you can take to increase your engagement and influence with your audience. First, it is important to respond to users comments in a rapid and professional manner. Even if you aren’t on a business venture you should still be responding to your commenters to increase your engagement. Responding to comments related to your business or services have the potential of boosting your reputation and sales. Next, a strategy shared by Horn (2017) explains that you can use common concerns from your audience and create a “frequent questions” section within your platform or website. Lastly, follow-up is important as well. It is crucial that not only should you respond to your audience but if you feel that they could use some extra insight or help with an issue it is always important to follow up with them, showing you can and appreciate the time they have given to you as well.

Hopefully you can implement some of the strategies mentioned to boost your content and confidence on social media!

References:

Aliverdi, F., Farajidana, H., & Tourzani, Z.M. (2022, July 5). Social networks and internet emotional relationships on mental health and quality of life in students: structural equation modeling. 

Brady, W. J., Gantman, A. P., & Van Batel, J. J. (2020). Attentional capture helps explain why moral and emotional content go viral. Journal of Experimental Psychology: General, 149(4), 746-756. https://doi.org/10.1037/xge0000673.supp (supplemental)

Brian Horn. (2017, July 20). 7 ways to get attention on social media. https://marketinginsiders.com/get-attention-on-social-media/

Close Scheinbaum, A. (Ed.). (2017). The dark side of social media: A consumer psychology perspective. Routledge.

Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344. https://doi.org/10.1108/MIP-04-2013-0056