Unwritten Rules: Brands, Social Psychology and Social Media

A session at SXSW Interactive 2011

  • Kate Canales

Tuesday 15th March, 2011

9:30am to 10:30am (CST)

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

About the speakers

This person is speaking at this event.
Kate Canales
This person is speaking at this event.
Ben McAllister

Live in Austin with Eliza. Work at frog design. Play honky tonk country with The Cold Hard Facts of Life. bio from Twitter

Next session in Ballroom F

11am Branded Entertainment: Do Brands Hurt Good Storytelling? by Matt Di Paola, Shira Lazar, Jesse Albert and Kristin Jones

33 attendees

  • Andrea Genevieve
  • Andrea Nordgren
  • Arjan van de Steeg
  • Ben McAllister
  • Sean Patrick Henry
  • Bucky Flowers
  • changeorder
  • Chad Hutchings
  • Cristiano Dias
  • Daniel Heaf
  • domobrien
  • David Swedlow
  • Louise
  • Grant K Norwood
  • Heleen van Lier
  • mårten jönsson
  • Joe
  • Jaime Wilson
  • Jason Paul
  • John Turner
  • kajsabengtsson
  • Marcello Merlo
  • Patricia Marinho
  • Reinier Ladan
  • Rory ︻╦╤─
  • Seth McCall
  • Shane Guymon
  • Sheryl Soo
  • Tan Lam
  • Stefan Nowak
  • ekmadsen
  • R. Kyle Everett
  • Tom Rankin

27 trackers

  • afdhel aziz
  • Amy Mabli
  • Anette Henningson
  • Meghan Searl
  • Ben Guthrie
  •  Chris Heuer
  • Brian Duggan
  • danielc
  • Dave Curry
  • Dawn Borglund
  • Dawn Nicole Baldwin
  • PF Samuelson
  • C.J. Jackson
  • Joe Carey
  • Jenn Howard
  • Wade Austin
  • Orson Ka'ili
  • kathybabb
  • Liz Heron
  • Liang Shi
  • Mark R. Andrus
  • David Beaudouin
  • Trish Lawrence
  • Robb Hamilton
  • roycifer
  • scldn
  • Stephen Edmondson

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Time 9:30am10:30am CST

Date Tue 15th March 2011


Ballroom F, Austin Convention Center

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