Blog #5

In the passage from Neuro Web Design, Weinschenk posits that much of online and social behavior is governed by the principle known as social validation. We do things subconsciously because other people approve of them. This is not to say that we are dependent on other people’s approval, but we certainly are more willing to try things if other people tell us that they are good, and more willing to travel to places if people tell us they are entertaining for another example. Social networks operate in this way via functions such as the “like” button or through links to rating aggregators like Rotten Tomatoes or Amazon.com customer reviews. We are far more likely to buy something or listen to an album if our friends indicate that it is worth our time and money, and it is in this way that the seemingly innocent “like” thumbs-up button can be a powerful tool of business and commerce. So much of what we do is powered by the inclinations of others, specifically friends and family, that approval on Facebook or in the form of retweets on Twitter can actually drive markets for consumer goods. Social media is not just a convenient way to stay in touch, but it’s quickly becoming influential in how businesses market themselves to customers.