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In his opening keynote this morning at the J. Boye 2009 conference, BJ Fogg presented his views on why Facebook and Twitter are the rock stars of social media, and how they got there.

Weaving in psychology and behavior models into the conversation about technology and new media, Fogg introduced the notion of persuasion being all around us and tried to help the audience understand better how exactly it works.

Love it or hate it, Facebook is the #1 persuasive technology of all time. Here's how they hook us.

I'm here in sunny Denmark attending the 2009 J Boye conference where the presenters dig into many subjects, but one of my personal standouts is psychologist BJ Fogg of Stanford University's Persuasive Technology lab. Fogg is jazzed-up about how technology is used to influence our behavior. This has been his particular obsession since 1993 and by the looks of it -- in our age of social media platforms -- he's hit his stride.

Forget trying to modify attitudes, he says, this is too difficult to measure and may not lead to behavior change. Focus on modifying behavior -- it's measurable and closer to your real goals. This is how Fogg kicked-off the morning. Here's how he says you can do it.