If we really want to use social media for business effectively and receive the most benefit, we really do need to understand the psychology of the people who use it. A little term I call “Social Mediology”.
Recently a related piece of research on the unconscious motivations of consumers from the area of neuroscience conducted by Young & Rubicam entitled “Secrets & Lies” has largely be ignored by most social media marketers, strategists, and gurus.
The study was conducted with people from Brazil, China and the US and provides us with some valuable insights into consumer behavior and applications in your social media use.
Surprise! Facebook has a new algorithm for Facebook pages. They recently published in their blog that they conducted a survey with “thousands” of people, entered the data into a number of computers (they call the “machine” and they have determined what content will be valuable to the more than 1 billion people using the platform.
Do you sense my sarcasm and cynacism? You should because this is all part of Facebook’s plan to get you and your business to pay money…not just a little…but a great deal more. The bottom line is this. Facebook will determine what posts are valuable, or I’m sorry, they call it “high quality content”, and what is not, who sees them and how many people will see them. If your posts are not valuable according to Facebook’s machine…you will not be seen on News Feeds and you will need to pay to play.
Here are some of the questions Facebook asked in their survey:
Is this timely and relevant content?
Is this content from a source you would trust?
Would you share it with friends or recommend it to others?
Is the content genuinely interesting to you or is it trying to game News Feed distribution? (e.g., asking for people to like the content)
Would you call this a low quality post or meme?
Would you complain about seeing this content in your News Feed
Now we are not told what the “high quality content” is or how this “machine” will evaluate the content, but we can see many problems and issues. Continue reading
Is there a psychology to social media? Yes. If one truly wants to be successful using social media you should know that it is less about marketing and more about the psychology of those who use it most.
The mistake most businesses and marketers make is that they fail to realize the motivations of the people using social media. Users are not interested in what you have to sell, they are interested in what they have to say. If you want to make the most out of social media for you in your business, it is not about using it as a billboard, promotion, or advertising medium, it is about having conversations with the poster.
The infographic below from PsychologyDegree.net is just another example of how we need to further understand human behavior and psychology when trying to gain business and less about archaic methods of marketing.
How great would it be for a business to have real conversations with real people talking about the things people are interested in versus trying to tell us how great their business is, or why we need their product or service? People are far more likely to respond and evangelize more about a business that actually talks to them versus talks at them. There are many interesting findings in this graphic, what applications do see for you and your business?
Well it’s officially over. The days of that FREE Facebook business page that you created is no longer FREE. Well, let’s put it this way it’s no longer free if you want everyone to see your posts. Have you noticed recently you are not getting the responses to your posts that you used to? There is a reason for it. Facebook in their great wisdom has decided that if you have a page with over 400 “Likes” and you post something interesting, or you want your “Likers” to see, only about 15% of those people will see it on their Newsfeed. If you want everyone to see it, you will have to pay for it. The costs start at around $5 per post, and then go up depending on how long you run it, who you target, and the number of people, etc. The Bottomline…you are going to pay if you want your post to be seen.
I discovered two articles in the Wall Street Journal with regard to how Sears and Procter and Gamble are attempting to increase market share through the use of the web. One is active. The other is calculated. Which one do you think is better?
While I was working on my Twitter psychology article, a friend from Twitter, @spideas asked me a question about introverts on Twitter. I have had conversations with my introverted friends and looked at the deeper psychological implications of Twitter. I realized that there are so many personalities on Twitter it might be fun to go through hundreds of the people I follow and follow me and categorize their tweets. I put together a list of some of the personalities on Twitter and their tendencies based on my knowledge of psychology and personality. This is not an exhaustive list. This is also not a complete description. There are exceptions to every category. Hold off on the hate mail.
Twitter appears to be a great place for introverts to communicate. It is a safe haven because they can write when they want and how they want. They can keep their relationships at a distance and they don’t have to divulge any personal information. They also are free to share information at pace that is comfortable for them. Of all the social places in the world Twitter is far more comfortable than the vulnerability of Facebook and more social than LinkedIn. Keep in mind that just because one is introverted, doesn’t mean they don’t have friends or want to communicate. They just want a safer place to do it.
The extrovert is seen on Twitter regularly. Part of their personality is to be the “life of the party”. They usually are. They are involved, active, quick on their feet and engaging. However the extrovert can get frustrated with Twitter if they are not being responded to. They may not get the attention they hoped. Once the extrovert gains a solid following they love it. If it takes too long to gather that following they move on to other things. The problem with the extrovert is that they can’t stop talking. Because of their many “tweets” throughout the day many people believe they have no life outside of Twitter. They can be, at times, very overwhelming to the average Twitter user.
The logic thinkers struggle with Twitter because there is so much emotional angst going on. Remember Twitter started as a tech forum. Many of the original Tweeps became frustrated and started their own groups. You will still find that many of these logic thinkers have a unique set of followers and do not respond to mundane talk. They like people like themselves. They like being involved with Twitter discussions that make sense and make a difference for their world. They have little time for everyday chatter. They are very good at weeding people out they do not want to talk to. Continue reading
My friend and colleague Brad Carroll, CEO of Dakno an Internet Marketing Group, www.dakno.com turned me on to something that was just so phenomenal that I had to write about it immediately.
So often we talk about “leads”. I have even made the mistake at times of using this term. First, I want to apologize for the usage of this term. From here on out, I will make a conscious effort to forsake this term, because these are people looking for information. When I reduce them to a lead, I have done nothing more than make them a number, or put them into a category.
The truth is these are people who want some information, maybe it is not specific to what you were hoping for, but have you ever thought that these people are asking for information from you because they find you trustworthy, you have relevant information on your website, or possibly they may have nowhere else to turn.
Even if this is not the type of individual you were hoping to speak to, the fact that they contacted you, puts the ball in your court, and you have a responsibility to contact them, even if it is with a recommendation to someone else. To ignore these people is the worst thing you could do for your future business. These are people, these are people with questions, these are people with needs and wants, and they are looking for someone to help them. Are you that person? Watch this video compliments of www.1000wattblog.com I hope you will agree with me…it is time to abandon this term.