Social media = love?

Fast Company’s July/August issue features a fascinating (albeit unproven with a sample of one) “study” on the effects of social media interaction on oxytocin levels, conducted with Paul J. Zak, a professor at Claremont Graduate University focused on neuroeconomics and Adam L. Penenberg, author of Viral Loop: From Facebook to Twitter, How Today’s Smartest Businesses Grow themselves.

Basically, similarly to being exposed to empathy-spurring images or interacting with a dog, friends or family members in a positive way, social media interaction, even often with half-strangers (i.e. engaging on Twitter, having a Facebook chat or sharing tips with Foursquare compatriots) may produce the same increases in oxytocin, considered the “human stimulant of empathy, generosity, trust.”

Imagine the implications, even beyond social media networks – brands might actually look for an emotional connection, wanting a conversation with their consumers, instead of continually pushing out their corporate message.

Interested to hear more, Dr. Love.

http://www.fastcompany.com/magazine/147/doctor-love.html?page=0,3