Twitter and The Hierarchy of Needs
In “The Tao of Innovation,” which you can find on on psychologytoday.com, Moses Ma writes that “Understanding the psychology of Twitter as a case study helps innovators learn how to better predict and even invent emerging white space market opportunities.” Quite.
What’s particularly interesting is how Ma takes this relatively new technology and shows how it fits into a a nearly 70-year-old theory on human motivation, Abraham Maslow’s hierarchy of needs. It’s kind of a nice way for marketers to think about the different roles Twitter can play in the lives of its users. Does it soothe their existential anxiety by reassuring them that they belong to a tribe? Does it, as an essentially narcissistic form of communication, raise their self-esteem? Do they use it to self-actualize? Or something else entirely?
The bottom line: Knowing that your target audience uses Twitter is not an insight. Knowing why they do is.