Project #6: "Followers Leaders"

I opted for topic #1: investigate the psychology of a “follower,” describing the motivations behind Social Media engagement.

 

I personally look at social media as the world’s largest cocktail party. Followers are there to people-watch, to interact, to network, and to indulge (memes and cat videos are the prosecco and pigs-in-a-blanket of this get-together).

A follower is someone who comes to the party – that is, they follow an account - because they identify with it. This account may be a brand, individual, location, cause, company, media outlet, et cetera. A follower attends the party – follows the account – because in it, they see their best selves reflected. Perhaps this means they are demonstrating their awareness and support of a particular charity. Or, by liking a brand such as Nike, they are publicly identifying with the qualities of that brand (sporty, popular). A bride who Instagrams photos of her wedding at a prestigious museum is showing the world that she is sophisticated, educated, cultured, and wealthy. 

A follow or a like is akin to attending the party but hovering near the cheese tray. A more dedicated follower will comment and actively engage – ie. “work the room” – and ideally become aligned with the account, emulating the tone, amplifying the message, and acting as an ambassador. Those followers who receive replies and start a conversation with an account have truly become the belles of the ball – and in many cases, benefit in real life because of it. This might mean invitations to (real!) parties, free product samples, inside info, and so on – and if nothing else, it demonstrates to all those people-watchers in the room that this party guest is truly part of the club. 

Photo: 5ive15ifteen