Sessions at SXSW Interactive 2011 about Branding and Psychology

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Tuesday 15th March 2011

  • Unwritten Rules: Brands, Social Psychology and Social Media

    by Kate Canales and Ben McAllister

    When a friend invites you to dinner, you bring wine or flowers – not $100 cash – as a gesture of thanks. That goes without saying. But if a brand comes to dinner, what should they bring? When it comes to social media, there are unwritten rules for how to behave that many brands simply aren't getting.

    Brands are grappling with social media as they try to find a place at our virtual dinner table. Some brands get it, some gaffe it. The rules, it turns out, are hidden in basic social psychology. The established behaviors of friendship are the prevailing rules of the road in social media: sharing valuable information, entertaining one another, support in a crisis, celebration of a personal achievement. But the established behaviors of transactions (the way we historically interact with brands) can feel awkward and forced in social media. So how can brands build trust with their networks while being social like a friend? This session will look at social media behavior and what brands can do to become a delightful guest and valuable contributor at our virtual dinner party.

    LEVEL: Beginner

    At 9:30am to 10:30am, Tuesday 15th March

    In Ballroom F, Austin Convention Center

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