Social Media, Psychology of Advertising & Counterstrike in Pyjamas

Recently, there has been a bit of an uproar in our department of the Internet. Some popular social media celebrities have ‘come out’ to say that social media supports an unrealistic perception of life and beauty – one in which all the pictures are planned and posed, and the colours are brightened, making the grass appear to be greener, both literally and figuratively. This perception, they argue, acts as a fun-house mirror, distorting our ‘achievement’ goals, making us unsatisfied with real, sometimes mediocre, life.

Paradoxically, the celebs who have deactivated their Twitter and Facebook accounts in ‘opposition to the fun-house’ are getting more media attention than ever before, and their personal websites are flourishing as a result!

Surrey Social Media agrees that appearance goes a long way when it comes to attracting followers for private & business accounts, alike. We understand, for example, that some pictures will attract attention and ‘likes’ more reliably than others, depending on the appeal of the subject, technical composition and message.

Although, ‘Pinterest fails’ are hilarious, which gives us another dimension of what can be ‘liked’ on Social Media.

This discussion about reality vs. image reminds me of how the man behind what is now modern advertising, Edward Bernays, just happened to be the nephew of Sigmund Freud, the most famous psychologist ever. Bernays applied his uncle’s theory of psychoanalysis to advertising, attempting to tap into our mind’s desires and mold our tastes by means of an invisible, advert-shaped hand. Thus, the goal of advertising has always been to: 1) attract attention, and 2) get as many people as possible to like and want what you’re offering.

So, it follows that if these are your goals, there will be some form of a selection process for the content you wish to display to the public, regardless of whether you’re a teenager looking for outside affirmation, or a legitimate business looking to sell products.

Campaigns like the Ice Bucket Challenge fulfill the needs of both the business running the event, as well as those for attention-seekers everywhere. We may or may not be guilty of this...

But I suppose the main concern behind this trend-of-internet-celebs-trying-to-not-trend, or something, is the morality behind the ‘grass is greener’ aspect of social media, especially in regards to the mental health of the younger generation. Particularly, it’s argued, a social focus on beauty and ‘thinspiration’ may be undermining the self-confidence of our girls, and perhaps undermining the Women’s movement altogether.

This billboard sponsored by Proteinworld.com was removed from all tube stations after a public backlash – many asked: aren’t all bodies swimsuit ready?

So, is social media a fun-house mirror, dangerously distorting reality while putting ‘achievement’ goals out of reach? Or, is social media merely an amoral, organic ‘next step’ in the tradition of advertising? Perhaps it’s both – and if it is, how should a responsible society tackle the issues?

As it would be self-serving to answer that question ourselves, we will leave you the following:

In the spirit of our business’s transparency, here’s a candid shot of an Internet wizard in his natural environment

Introducing one of Surrey Social Media’s co-creators playing counterstrike in his PJ’s in his Guildford home on a Sunday night. He’s one of those nerds who grew up in the 90’s learning how to assemble computers and programme on DOS, and really does know the ins-and-outs of modern technology. And look at those sleeve creases – a perfectionist, clearly!

We are who we say we are, even if we're a rarity these days!

Love,

Surrey Social Media