Gamification

The term gamification refers to the strategic application of game-like elements, mechanics, and principles (e. g. , points, badges, challenges, and progress tracking) in non-game contexts, with the intent to make them more engaging and fun.

Social media is one such context in which to apply gamification. Platforms such as Facebook, Twitter, and Instagram are spaces where businesses, NGOs, and even governmental organizations can interact with their stakeholders. User engagement is critical to the success of these interactions.

Gamification, therefore, represents an opportunity to increase stakeholder engagement on social media platforms. At their core, the majority of these organizations are trying to accomplish two things: They want to build a community, and they want users to come back. Whether doing either of these satisfactorily translates into a business or social good usually relies on what stakeholders choose to call a “conversion.

” This is usually where someone decides to act on a call to action. Gamification also works by tapping into both intrinsic motivation (i. e.

, fun, enjoyment, and the opportunity to complete a challenge) and extrinsic motivation (i. e. , rewards and other recognizable forms of achievement).