Social media feeds can be a great way to pass the time discovering new information from sources we trust and admire. But repeatedly revisiting those feeds is also perfectly suited to overindulgence because the impulse to “check in” runs on the same mental machinery that drives overindulge in exercise or sweets or coffee. Then there’s the attention factor. Research suggests that low levels of focus can negatively impact memory formation. There are ways to improve memory retention, which starts with understanding how memories are formed. So what does it take to remember? Entefy curated a presentation based on our article about the brain’s complex relationship with social media. These slides provide a research-driven perspective on how the human brain adapts (and doesn’t) to the unique characteristics of social media technology. For additional analysis and links to our background sources, read “Inattention: The brain’s complex relationship with social media" on our blog at https://blog.entefy.com/view/292/Inattention-The-brains-complex-relationship-with-social-media.

1. 1Entefy | The brain on social media
The brain’s
complex relationship
with social media

2. 2Entefy | The brain on social media
introduction

3. 3Entefy | The brain on social media
These slides provide data and
insights for anyone interested
in the complex relationship our
brains have with social media.

4. 4Entefy | The brain on social media
This presentation was curated by
Entefy, the company building the first
universal communicator—an AI-
powered communication platform that
seamlessly connects the people, services,
conversations, contacts, files, apps, and
smart things in your digital universe.

5. 5Entefy | The brain on social media
background

6. 6Entefy | The brain on social media
We’ve all experienced
that “itch” to scroll
through social media
feeds

7. 7Entefy | The brain on social media
It’s the same trigger
that leads us
to overindulge
in anything

8. 8Entefy | The brain on social media
Compulsive behaviors
are linked to the brain’s
dopamine pathways

9. 9Entefy | The brain on social media
Dopamine is the
neurotransmitter
behind the
motivation
to earn a reward

10. 10Entefy | The brain on social media
The enjoyment of the
reward is the result of
the opioid system

11. 11Entefy | The brain on social media
Together they create
a behavioral loop of
wanting and liking

12. 12Entefy | The brain on social media
Here’s how it works
with social media

13. 13Entefy | The brain on social media
Notifications ignite
dopamine, making
us want to check for
new information

14. 14Entefy | The brain on social media
You check your feeds
and enjoy feeling
informed thanks to
the opioid system

15. 15Entefy | The brain on social media
Which increases the
likelihood that you’ll
check it next time

16. 16Entefy | The brain on social media
And voila, a new
behavioral loop
is born

17. 17Entefy | The brain on social media
One interesting finding:
unpredictable
rewards work best

18. 18Entefy | The brain on social media
Being unsure
when you’ll get the
reward makes you
want it more

19. 19Entefy | The brain on social media
Social media is
perfectly suited for
unpredictability

20. 20Entefy | The brain on social media
FORMING
LASTING
IMPRESSIONS

21. 21Entefy | The brain on social media
Low levels of focus
can inhibit memory
formation

22. 22Entefy | The brain on social media
Sensory memory
lasts for a fraction of a
second and relates to
perception
1
Stages of memory formation:

23. 23Entefy | The brain on social media
Short-term
memory holds
information for
10-20 seconds
2
Stages of memory formation:

24. 24Entefy | The brain on social media
Working memory
is where we understand
relationships, order,
and meaning
3
Stages of memory formation:

25. 25Entefy | The brain on social media
Humans can hold
5 to 9 bits of
information at once

26. 26Entefy | The brain on social media
Long-term memory
can hold unlimited
items for an indefinite
period of time

27. 27Entefy | The brain on social media
To become a long-term
memory, information
must survive filtering

28. 28Entefy | The brain on social media
The challenge is that
remembering requires
sustained attention

29. 29Entefy | The brain on social media
THE END OF
SUSTAINED
ATTENTION

30. 30Entefy | The brain on social media
We spend 10-20
seconds
on the average
web page

31. 31Entefy | The brain on social media
59% of retweeted
links were never
read by the person
sharing them

32. 32Entefy | The brain on social media
The more information
we try to hold at once,
the worse we are at
processing it

33. 33Entefy | The brain on social media
Bouncing between
information sources
inhibits the brain’s ability
to find coherence

34. 34Entefy | The brain on social media
If we bounce between
information sources
too much, we fail to
record anything of
substance

35. 35Entefy | The brain on social media
SCALING IT BACK

36. 36Entefy | The brain on social media
Moderation and
sustained focus
can overcome these
shortcomings

37. 37Entefy | The brain on social media
When information is easy
to find, we usually only
retain where it was found,
not what it’s about

38. 38Entefy | The brain on social media
This allows us to focus
on the big picture
instead of details

39. 39Entefy | The brain on social media
The brain’s
plasticity increases
in response to
novelty, making it
stronger

40. 40Entefy | The brain on social media
The hippocampus is
vital to forming long-
term memories

41. 41Entefy | The brain on social media
And it’s one of the
first systems to
break down in
Alzheimer’s disease

42. 42Entefy | The brain on social media
A hippocampus
capable of adapting
provides a boost
to learning

43. 43Entefy | The brain on social media
This happens when
we’re immersed in
new experiences

44. 44Entefy | The brain on social media
Good or bad, social
media sites offer
as much novelty
as we desire

45. 45Entefy | The brain on social media
CONCLUSION

46. 46Entefy | The brain on social media
Social media is filled
with information
that grabs our attention

47. 47Entefy | The brain on social media
If we focaus
more instead
of repeatedly
scrolling...

48. 48Entefy | The brain on social media
We absorb more,
strengthen our brain,
and crave less

49. 49Entefy | The brain on social media
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communication platform that seamlessly connects the
people, services, conversations, contacts, files, apps,
and smart things in your digital life.
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