This article basically deconstruct the process and the steps, showing how social media and psychology is related. Social media was never about technology, but its all about mental playing (psychology and science). Understanding your viewers and how their minds work is very much important for increased engagement. The key to social media is to getting them to spend that capital on you by sharing, liking,commenting, recommending and, ultimately buying whatever your trying to sell or trying to promote. Social psychology makes all this possible. I find this article very interesting and it also applies to me this semester because I'm taking advertising class and in that class we not only design a image to promote a product, but at the same time we have to consider how the viewer see this, and what they would like to see.