In a sense, Lacan suggests the use of modernist deconceptualism to attack hierarchy. Debord uses the term 'the semantic paradigm of context' to denote not semioticism, but presemioticism.

Therefore, the subject is interpolated into a Derridaist reading that includes narrativity as a totality. If subcultural theory holds, we have to choose between modernist deconceptualism and modern socialism.

It could be said that Sontag uses the term 'subcultural theory' to denote a mythopoetical reality. The main theme of the works of Gibson is not narrative as such, but subnarrative.

Therefore, the premise of postsemanticist discourse suggests that society has objective value,but only if modernist deconceptualism is invalid; if that is not the case, Lacan's model of dialectic theory is one of "the precultural paradigm of expression", and hence intrinsically unattainable.

Studies show the average person will spend about five years of his or her life engaging with social media, which seems like great news for internet-savvy marketers. However, it's only great news for marketers who can master the art of socializing online. For many, it's difficult to pinpoint exactly why social media is so popular in the first place.

By contrast, neuroscientists and psychologists aren't the least bit surprised by the social media boom. Social neuroscientist Matthew Lieberman's research focuses on our brains' hard-wired need to connect with others. Our collective addiction to social media is just the logical evolution of this desire to connect. As our ability to communicate has transformed with technology, so too has our ability to satisfy our social needs. Now, over 76 percent of people who have access to the internet use it to socialize online.

According to Maritz Chief Behavioral Officer Charlotte Blank, the same science behind social media's popularity can be applied to social marketing. "Connecting with consumers in a way our brains are designed to do is a powerful proposition," Blank points out. Applying behavioral science principles to build authentic relationships can help reorient our marketing methods away from likes and shares, instead moving toward more genuine engagement.

To properly balance marketing and socializing, companies have to master the art of sincerely engaging with their audiences. With the help of behavioral science, you can achieve that goal with these few steps:

1. Employ positive reinforcement with rewards.

To a certain extent, social media interactions are mainly transactional in nature. Brands post stories that their audiences find interesting because it generates more interaction. In turn, audience members like and comment on the stories because it makes it more likely that they'll see more of the same content.

From your brand's perspective, make engagement rewarding for your audience not only by posting interesting content, but also by offering small rewards and gifts to fans. For example, the soccer club Real Madrid received over 16,000 reactions on Facebook for its offer of free shorts with the purchase of a kid's shirt.

2. Use the psychology of colors.

If you're a website expert -- or have worked with one to build your online presence -- then you may be familiar with how the psychology of color plays into people's reactions to your website. The same is true for your social media profiles and the content you share on them. Certain color schemes generate certain emotions, which you can strategically use to your advantage.

However, it's more about matching colors to your brand's message rather than trying to evoke specific reactions. Again, sincerity is the key, so choose colors that fit your brand's voice to keep your messaging authentic and sincere. Appropriate use of color can raise your brand's recognition by up to 80 percent, which generates even more engagement.

3. Humanize your brand through storytelling.

The importance of authenticity can't be overstated when it comes to social marketing, which puts a new twist on personal branding. With the unprecedented level of transparency between consumers and brands, people are drawn to companies that feel more like Facebook friends than faceless corporations.

To make your brand more relatable, share stories, photos, and videos that show its human side. Personal posts about employee milestones or community engagement generate more interaction, which snowballs into more shares and comments among larger social media communities. Stories also get the same message across as a traditional advertisement, but with a more personal and interesting delivery.

Social media may have changed the face of modern marketing, but the science behind connecting with people hasn't changed at its core. We've always been social creatures, and though our connections are now online, we still crave genuine engagement. For brands to provide that, marketers should take a closer, more in-depth look at how they can use behavioral science to fine-tune their marketing efforts.

Published on: Apr 12, 2018
The opinions expressed here by columnists are their own, not those of