Social Networking: The New Happy Drug?

You know that feeling you get when you indulge in a craving, do a good deed, or when you’re in a completely relaxed state of mind?  Well, now there is an easily accessible, inexpensive way to experience those same feelings: social networking.

The ideas, actions, and technology associated with the social media phenomenon are not enough to embody a ‘trend.’ A trend cannot be a trend without significant, meaningful consumer engagement. A strong, loyal following can only occur with the presence of passion or some type of motivation driving that engagement. So then where does this ‘passion’ and emotional excitement come from that makes social media a trend?

This past summer, Fast Company magazine published an article that revealed Neuroeconomist Paul Zak’s research findings on the correlation between social media engagement and the brain’s oxytocin levels. Dr. Zak, also known as “Dr. Love,” discovered that social media engagement floods our brains with oxytocin—the “hug hormone”—that makes us feel empathy, happiness, generosity, and relaxation. Fast-moving streams like Twitter have the most significant impact on the level of oxytocin, harboring the power to make people feel good.

During Dr. Zak’s study, he found that within 10 minutes of “tweeting” and interacting with other Twitter users, the test subject’s oxytocin levels spiked 13.2%. This is comparable to the hormonal level spike experienced by a groom at his wedding. Meanwhile, Dr. Zak found that stress hormones coristol and ACTH went down 10.7% and 14.9%.

So why is it that social networking in particular triggers the release of the generosity-trust chemical in our brains? It’s simple. It comes down to the basic functionality of social networking platforms and their capabilities to satisfy and evolve human needs. We’re social animals by nature, but it is now more than ever that we embody a ‘social’ culture that is driven by the desire to interact.  The ability to engage in social networking allows users to share, interact, learn, ask questions, and build relationships. If this doesn’t sound like euphoria to you, then I don’t know what is.

With hug hormones permeating through the virtual social world, the possibilities for organizations to engage with their customers are endless, and vice versa. But just wait… this discovery can be just as frightening as it is exciting. Social networking has allowed for the transition of power from the organization to the consumer. However, this discovery could mean businesses regaining some power over their customers due to the generosity and vulnerability caused by the feelings associated with oxytocin spikes. Dr. Zak found that those infused with oxytocin donated an average of 48% more to charity than those administered the placebo. Right now it's charities, but it's not long before we're giving to corporations, political campaigns, countries, and so forth. Once again, the possibilities are thrilling but quite discomforting.

So what does this all mean for the future of social networking and how we engage, act, and exist in the virtual realm of social interactions? I guess we will have to wait and see…


-Linleigh Hawk is a senior Business & Enterprise Management major with concentrations in Marketing and International Business, and a minor in Global Trade and Commerce.