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	<title>Martijn Beijk &#187; networks and groups</title>
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	<description>a bit different.., technically</description>
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		<title>David McClelland and Social Media</title>
		<link>http://www.martijnbeijk.nl/david-mcclelland-social-media/</link>
		<comments>http://www.martijnbeijk.nl/david-mcclelland-social-media/#comments</comments>
		<pubDate>Fri, 07 Mar 2008 13:12:20 +0000</pubDate>
		<dc:creator>martijn</dc:creator>
				<category><![CDATA[thoughts & shouts]]></category>
		<category><![CDATA[media networks]]></category>
		<category><![CDATA[need for affiliation]]></category>
		<category><![CDATA[networks and groups]]></category>
		<category><![CDATA[social interaction]]></category>
		<category><![CDATA[theory of needs]]></category>
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		<description><![CDATA[Who would have thought, that David McClelland, back in 1961 came up with his Theory of Needs (based on Murray&#8217;s theory of motivation, 1938) and we see that one of his classifications (Affiliation) suits Social Media. Whilst mostly used for management purposes we can think of different benefits derived from these psychological reasons of users [...]]]></description>
			<content:encoded><![CDATA[<p><a title="Theory of Needs" href="http://www.martijnbeijk.nl/wp-content/uploads/2008/03/individuality.jpg"><img src="http://www.martijnbeijk.nl/wp-content/uploads/2008/03/individuality.jpg" border="0" alt="Theory of Needs" hspace="10" vspace="10" width="270" height="224" align="right" /></a>Who would have thought, that David McClelland, back in 1961 came up with his<a title="Theory of Needs" rel="nofollow" href="http://www.netmba.com/mgmt/ob/motivation/mcclelland/"> Theory of Needs</a> (based on Murray&#8217;s theory of motivation, 1938) and we see that one of his classifications (Affiliation) suits Social Media. Whilst mostly used for management purposes we can think of different benefits derived from these psychological reasons of users joining several social media networks and groups.</p>
<blockquote><p>&#8220;Those with a high need for affiliation  need harmonious relationships with other people and need to feel accepted by other people. They tend to conform to the norms of their work group. High <em>n</em>Aff individuals prefer work that provides significant personal interaction. They enjoy being part of groups and when not anxious make excellent team members, though sometimes are distractible into social interaction. They can perform well in customer service and client interaction situations.&#8221;</p></blockquote>
<p>Does this model apply to our current web 2.0 generation? What do you think?</p>
<p>If you are interested in reading the whole book (the achieving society), you can order it <a rel="nofollow" href="http://www.amazon.co.uk/gp/product/0029205107?ie=UTF8&amp;tag=martbeijonlim-21&amp;linkCode=as2&amp;camp=1634&amp;creative=6738&amp;creativeASIN=0029205107">here</a><img style="border: medium none  ! important; margin: 0px ! important" src="http://www.assoc-amazon.co.uk/e/ir?&amp;l=as2&amp;o=2&amp;a=0029205107" border="0" alt="" width="1" height="1" />.</p>
<p><em>just wanted to share&#8230;</em></p>
bookmark and share:
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