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Social
Networking
Focused on connecting people and
organizations. It can be considered as
one of the fastest growing and most
significant internet application we have
today.
Engagement
Science and
Social Media

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Dopamine
⬡ Creates the “wants” in our head (can be an
item, sensation, etc.)

⬡ Causes us to seek, desire, or search for that

want.

⬡ Stimulated by unpredictability, small or

segmented bits of any information, and
rewards, which we can all find on any social
media platform

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Trigger Reactions
Getting likes (or a similar Place your screenshot here
mechanic)
activates brain circuity becau
se of the reward indication
, firing dopamine receptors.

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Trigger Reactions
Getting likes (or a similar Place your screenshot here
mechanic)
activates brain circuity becau
se of the reward indication
, firing dopamine receptors.

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Trigger Reactions
Another study using MRI Tec
hnology
found similar results: viewing Place your screenshot here
photos with many likes were
associated with greater
activity in the neural regions
catering to reward processing,
social cognition, and
attention.

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Trigger Reactions
Comments attacking whoever’s
featured, even without facts, Place your screenshot here

can already change our

perception of the topic at hand.

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Negative Effects
Studies have started to show increased
loneliness, isolation, and depression on
social media usage, especially now that Place your screenshot here
technology and connectivity just keep
evolving.

Similar with our tendencies to compare

ourselves when we physically see other
people, it also happens online.

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Negative Effects
Besides self-esteem, people still need
Place your screenshot here
to deal with the other problems of the
online world: cyberbullying, trolls,
and the prolonged remote
interaction with other people.

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BUT
While having its negatives, at its
core is still about the potential Place your screenshot here
benefits of human interaction:
connecting with other people,
recognizing one another, and
hopefully passing this on.

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Meaningful
Interactions
“ Instead of focusing on what
makes content popular and
attention-grabbing, we need
to focus on what makes
content personal and
conversation-worthy.

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facebook
Prioritized posts from family
or friends rather than from Place your screenshot here

public content from pages, as

they believe in person-to-
person connection more vs.
with pages.

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40
41
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Organic Reach
Content without any paid
distribution

Figure 1: Organic FB reach in the Asia-Pacific (APAC) region

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Algorithm Ranking

Figure 2: facebook Algorithm Ranking Signals

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Organic Reach
Commenting
Page posts that generate conversation
between people will show higher in News
Feed.

For example, live videos often lead to

discussion among viewers on Facebook–in
fact, live videos on average get six times
as many interactions as regular videos

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Organic Reach
Sharing

Whether sharing links through

PM’s, or engaging shared posts
from friends, FB is placing
emphasis on posts shared both
publicly & privately

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Organic Reach
Reactions

The “Like” react now has

buddies people can choose
on posts (and even
comments)

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From Dopamine to Oxytocin
⬡ The compassion and connection hormone.
It’s the brain juice that keeps us bonded and
cooperating as social animals.

⬡ It’s released when we read stories and feel

empathy for the suffering and triumph of
the characters we’re journeying with.

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“ An Oxytocin Economy is about having a
two-way conversation. It’s about listening —
taking one another in and sharing of
ourselves in a way that others can relate to.

It’s about building trust, not manipulating

envy or fear or outrage.

It’s not about having an audience, it’s about

having a conversation.”

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Francesco Amante
Department of Computer Science and Information Systems
Ateneo de Manila University

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