I have always thought that emotional connections with social media have been a key to success; mostly that emotion is caused by feeling rewarded for using the network in one way or another. This article lays out the ways in which people, in real life and on the web, measure and use feedback in order to make users feel more connected to the social network. It says that people need to have an understanding of speed – how fast feedback arrives, measurability – how their interaction compares to others, context – what their interaction means to the social network, and motivation- how rewarded do users feel for using the network. I think that motivation is the real driving force behind many people using social media and it is important to target all these aspects but in particular to make sure users are being integrated into the network through emotional rewards.

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