What Facebook Does To Your Brain

Today is all about Facebook's big $US100 billion IPO. But how did the social media titan get so titanic to begin with? Harvard Business Review's David Rock explains that Facebook is so far ahead of human practice, it actually hacks our brains.

While Facebook's rise took many by surprise, its success was little surprise to the hundreds of researchers who study social interactions in neuroscience labs across the country. Over the last decade, these neuroscientists have uncovered some unexpected quirks of the brain, that all link to one big idea: we are far more socially oriented, at the level of brain structure and systems, than we account for in daily life.

Why does this matter? It certainly matters to Google, or to any organisation wanting to get people's attention. Yet this insight also has a dark side that deserves some airtime too.

Here's how social the brain is: the brain network that is always on in the background is a region involved in thinking about yourself and other people. This network is so ubiquitous it has been labelled the "default network." When not doing anything else, the brain's favourite pastime is to think about people. We actually turn this region down when we do any active processing, such as doing maths. One study showed that inactivity for just two seconds switched the default network back on.

Many studies have emerged in the last few years about the importance of human social interactions to our well-being. We know that social rewards light up the brain's reward circuits more than non-social rewards, and that social threats, such as feeling lonely or ostracised, light up the threat centre more than non-social threats. We've even seen that social pain, like being left out of an activity, lights up the same regions as physical pain. And that taking Tylenol can reduce social pain more than a placebo.

Just recently we learned that where you are in the pecking order of a group of people taking an IQ test has an impact on your own IQ score. We even know that positive social habits are more important for health than diet and exercise. (Surprisingly, moderate drinking is likely to have you live longer than being a non-drinker, probably due to the social benefits.)

These types of findings explain the success of social media. We're giving people something that deeply excites the brain in highly condensed form, which keeps them coming back. After all, the brain is built to minimize danger, and maximise rewards, and in a modern society with few real dangers, we focus on the most rewarding activities that take the least effort (minimising effort is also seen as a reward).

Here is the seed of the problem. Social media can be so rewarding, that it overwhelms our ability to focus on other things. Our brain has terribly weak circuitry for inhibiting impulses, especially impulses that look delicious. Like our limited ability to do complex calculations in our heads, impulse control is a limited resource that tires with each use. For decades, food marketers have used this poor impulse control against us, to the point that there are now literally more people overweight than starving in the world, in large part due to empty calories that are all too readily available. Our minds may be going the way of our waistlines, as a result of "empty neural calories": fodder for the brain that stimulates but doesn't fulfil.

There is a circuitry for "seeking" and a circuitry for "liking." The liking response settles down the excitement of the seeking circuitry. Without the liking response, we're like the rat pressing the level over and over to get a little dopamine hit, forgetting all about food and rest.

The circuitry activated when you connect online is the seeking circuitry of dopamine. Yet when we connect with people online, we don't tend to get the oxytocin or serotonin calming reward that happens when we bond with someone in real time, when our circuits resonate with real-time shared emotions and experiences. On Twitter, you won't feel satisfied the way you might if you chatted in person with 50 people at a conference.

An over-abundance of dopamine -- while it feels great, just as sugar does -- creates a mental hyperactivity that reduces the capacity for deeper focus.

If your job is to stay "high" all the time, like a reporter on TMZ, then a hyperactive state of mind isn't a problem. But forget about trying to focus, think deeply, or perhaps learn something. A study by psychology students at Covenant College found that the more time young people spend on Facebook, the more likely they are to have lower grades and weaker study habits. Heavy Facebook users show signs of being more gregarious, but they are also more likely to be anxious, hostile, or depressed. Almost a quarter of today's teens check Facebook more than 10 times a day, according to a 2009 survey by Common Sense Media.

Throughout history, whenever a new technology emerged that dramatically changed how people interacted, it took time for our human practices to catch up. When the automobile first came out, people would drive at all speeds, in every direction. Eventually road rules and speed limits were put in place, and the world was a safer place. Facebook per se is not evil, just as cars are not evil. However our relationship with the automobile is safer overall with some rules in place, combined with good driver education.

Perhaps we need to start thinking about some road rules and speed limits for social media use. This is certainly important for our kids, whose self-regulation circuits are just forming. However given that self regulation is not one of our strong suits in modern society, perhaps we all need a better understanding of the impact of this new tool on our very ability to think.

Harvard Business Review has been published since 1922, and features the best big ideas of the business world. David Rock is a consultant and author of Your Brain at Work.

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    Tried face book a couple of times, don't get it. Why the hell would I want to say the same thing to numerous people. If I wish to say something to someone, it is only for them to hear and as for reading what people say on their site, well,I don't give a damn what they had for breakfast or their comment on a movie. I think Facebook is good for lonely people who have the urge to say things to groups of people but honestly, no one really gives a damn what you have got to say. You want to talk to someone, pick up a phone and have a real conversation

      I don't think you understand the impact social media has on society...

        I have to agree. Either that or 800 Million people around the world are "lonely people who have the urge to say things to groups of people". It has a HUGE impact on society as a whole.

      Doesn't the whole world want to know that I had a tomato sandwich for lunch?
      What about yesterday's lunch of Thai Green Curry!!!!!
      I'm still thinking about what to have for lunch tomorrow, but I'll update you all when it happens.

      What you need to do is just watch and laugh, laugh at the worlds inhabitants hidden miserys which they try to hide with fake joy and excitement. HA!

    Long but a very interesting read.

    Garbage. Total garbage... Typical weekend article...How does this compare to other articles about facebook, what about the one that says the more facebook friends you have, the less real ones you have or the one about the more you spend on social networking sites, the less social you are in real life. The only thing I see facebook being used for is to make your life sound better to other people than it actually is by posting photos of you having fun on holiday when you know your friends are not on holiday, what presents you got from your husband to make other wives jealous etc... sickening...

      Totaly agree with Peepee and JM. I call it OFFYOURFACEBOOK.. Yes it has had a huge affect on the gullible and empty lifers. You really don't need it for a revolution either. Don't think the French discussed Louis and Antionette over facebook or twitter. Though they may have over fishnets, before itall came to a head or two. Really if the usual media (TV, Papers, radio), weren't so poor at representing the thoughts of their users, instead of feeding us garbage dictated by their bosses business and political connections, there would be no need for so called 'social media'. Pick up the phone, or send a card (it shows you thought about someone in advance and acted).

    I'd have to agree with JM.The people I know,after posting their every move on "Facebook",When They meet up with their "Facebook Friends" ,then converse about "did you see my facebook posts about.....?". I personally have heard people talk about how they posted details of being assaulted, and then asked their "Facebook Friends" in person whether they had read the post as if it was a wonderfully entertaining event in their life. Apparently being punched repeatedly in the face is a hell of a lot of fun,as long as you can tell enough people about it.

    "FaceBook " the equivalent of you rubbish bin being raided by door to door salesmen who sell this info to other interested parties. But unlike your bin, this data is there for ever, even if you were drunk, angry , upset or vengeful when you posted the data, it'll be there to haunt you in the future. So to All you Facebook users I say :Baa Baa Baa.

    I couldn't care less if somebody else doesn't want to use facebook, that is your prerogative. However I do take offence to all of the comments that are essentially condemning me or casting aspersions on my state of mind or social well being, last time I checked, you don't know me.

    I use facebook to keep in touch with friends from school who have taken a different path in life than I have or to organise events and such because it is a simple and convenient way to do it. I can talk to multiple people in real time and discuss things that I am currently looking at on the net, such as this article that I just linked to a friend and a group comprised of other friends of mine, so we can discuss and have a conversation about a broad range of topic, where otherwise busy SOCIAL CALENDERS don't allow.

    I don't post my 'every move' on facebook, I don't use it to actively try and make other people feel bad about themselves. I use it to keep in touch with friends. So before you judge the minority and condemn the majority take a little time to think that maybe just because the service provided doesn't make sense for you or appeal to you, that for other people it's a very useful service that has made it's way into their every day lives.

      Exhibit A: Faced with an imaginary threat to the peddler of the most rewarding chemical experience for the brain, that requires the least amount of effort to achieve; the subject immediately takes an aggressive stance and reverts to the flight fight reaction to defend the peddler and it's product, surprisingly the subject itself.

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