Using Social Psychology to Motivate Contributions to Online Communities:

  • jul 2010
  • Irene
  • 1
  • 2037
  • 1
Dossier: Communitymanagement

Sociaal psychologische theorieën toegepast op het motiveren van gedrag binnen online community. Bijna alle hypothesen worden helaas niet bevestigd. Dat neemt niet weg dat het een goede poging is om bewezen sociaal psychologische theorieën toe te passen op een online community met name op het gebied van motiveren van deelnemers. Er staan enkele goede gedachtes in, maar zijn niet allemaal even goed uitgevoerd. 

Een must read voor de community manager. Al is het alleen maar door de brugfunctie van theorie naar praktijk en hoe na te denken over de taken en de rollen van community manager.

Just a moment...


één reactie, 22 juli 2010
  • I was looking for studies like that. Really cool and thank you you found it for me! :-).  For some time I was asking myself how design and user research can motivate users to contribute to a social network, both in the community management and in the software side.  Software are layers and layers of assumptions. Social media designers and community managers would be able to make better assumptions if they were based in insights from social psychology.  

    I had no idea, for instance, that addressing uniqueness would influence so much motivation to engage in a social media website.  Common sense would tell me if someone benefits from his/her contribution would motivate more than feeling his/her contribution is unique. Social psychology shows common sense is wrong in this item!

    It was also a surprise to me that even as it is clear email messages can motivate people in an online community simply by reminding them of an opportunity to contribute, the content of the message makes a difference.

    It was not a surprise to me, but I think more and more this is a very interesting variable, is  that assigning people challenging, specific goals causes them to achieve more, specially if the goal setting is in small groups.  "Social facilitation is an effect whereby the real or imagined presence of evaluative others results in greater effort on a group task." This is widely explored in software games, and they are immensely successful as we all know.

    Another interesting insight for me was that people will be more likely to contribute to a group task if they think their contribution will not duplicate what others can provide and is thus needed for accomplishing the group's goal.

    All in all: thank you so much!