In 2010, Fenna Krienen conducted research into four types of possible connections (see image below) we make at social events and how our brain reacts to them. Our Medial Prefrontal Cortex (MPFC) is the part of our brain that perceives value and regulates social behavior. Krienen found that when people talked about friends and relatives, regardless or whether they have a lot in common or not, the MPFC was active. However, when they talked about strangers, even if they had a lot in common, the MPFC remained inactive.

Jonah Lehrer connected this research to social media by noting that sites like Facebook, which is more about connecting with friends and family, activates the MPFC while sites that are more about connecting with strangers such as Twitter and LinkedIn do not.

What Does This Mean For Us?

When working with or designing for Social Media, keep in mind the differences in the connections made on each site. Social Media that is focused on friends and family will naturally be more motivating and gain more use than sites that are about networking with strangers.