Emotional Business Bonding on Social Networks
New research from Communispace, supporting the hypothesis that people are looking to fulfill six essential social needs online, and drawing on the Maslow hierarchy of human needs, concludes that businesses that help facilitate those needs are more likely to create deeper emotional bonds than usually exist between companies and customers.
In the report by Julie Schlack, Michael Jennings and Manila Austin "Meeting Business Needs by Meeting Social Needs...", the Communispace researchers, building on the work of social scientists, have identified the specific social needs that are met through participating in social networks.
The study addresses "Six Social Needs" and relates them to Online social networks, suggesting that business can take advantage of these observations in creating more affinity with their prospects and customers.
Communispace referenced its other research on social networking behavior and found that when companies meet the full range of social needs, they gain trust and deep insights into their consumers and community members. And when companies go still further to actively embrace and act on people's ideas they fulfill a sixth social need.
The study abstract and additional information about Communiscape can be found here.