Tag Archives: e-business

Social Media Psychology & Business: Focus on the User…Not the platform!

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?

To Your Success,

Jay, Internet Doctor

Psychology of Social Networking

Pay to Post…The Rules Have Changed For Facebook Business Pages

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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.

What does this mean for you and your business page?

Is It Me or Something I Said? Why People Link to Posts.

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We all want to know that when we post something in social media that someone is actually reading it, and hopefully is passing it on to other people.  Business people regularly ask me what do I have to write to get people to respond to my posts.  Honestly it is not easy.  Typically I find people who have their own business and use social media, post information such as their latest blog, or perhaps a link to an article, or they try some other trick such as using a famous name or really clever wording to get people to read.   So what are those factors that affect whether a post will be read or passed along?  It’s a difficult question to answer.  However, I recently read a very clever research article entitled, “The Pulse of News in Social Media: Forecasting Popularity” (Bandari et al., 2012).  The researchers were interested in what makes a news story popular within social media networks.  Based on previous research they narrowed it down to four possible factors:

  • The news source that generates and posts the article
    • Does it make a difference who publishes a news article?
  • The category of news this article falls under
    • Does the category of news article affect its popularity within a social network?

Personalities of Twitter

Some Twitter Personalities

Internet DoctorWhile 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.

The Introvert

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

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 Logician

thethinkerThe 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.

The Target Marketing Myth

The hottest marketing term being thrown around today is “target marketing”. People are making tons of money on this term. It is so ill defined, that no one can tell you exactly what it is. How big or how small it is. What the defining parameters are, how to measure it, or how to actually observe it. As business owners please don’t fall into the trap of marketing professionals who tell you, “You are not targeting your market”. Hell they can’t even operationally define it. What’s more, let them try to measure it. Other than that, just ignore me, and spend your money any way you want without measurable results.

What is Target Marketing?

There are many definitions, and I don’t have enough room to put them down here.  Technically speaking, target marketing has been closely aligned with terms “niche” marketing, and “market segmentation”. Which are very nice sounding terms however, they lack good scientific vigor with regard to a definition. Honestly, if you jump on the web for a definition for target marketing you will find that the term is so grossly defined that you could drive a battle ship through the holes in the definition.

How is it measured?

It’s impossible, because there is not an operational definition for it. Good luck with spending those marketing dollars.

Can a Target Market be too small?

Well supposedly it can be. However, it really is based more in how much money you are making. If you are only selling to 10 people but they are paying you a million dollars a year, and you are happy with that, then I guess it’s not too small. There are companies that make fabulous money selling personalized private jets to very few people.

Can a Target Market be too large?

Well supposedly it can be. Ha! Don’t you love it, it’s the same answer as above. The definitions of “target marketing” do not define the parameters. However, I read an article where a company target marketed an entire country. Although think about toilet paper companies? Who is their target market? Better yet who is NOT the target market? If I find out who those people are, I will not be shaking hands with them. I guess it’s anybody that doesn’t produce human internal waste. Hmmm. I guess if they don’t produce human waste, I suppose they are dead. So I guess toilet paper companies don’t target dead people.

Is there any value to target marketing?

Well let me save you several hundred dollars on this one. Here are some things you already know but will be told to you in different way.

  1. Only try to sell your goods or services to people who can afford them.
  2. Only try to sell goods or services you actually have an expertise at selling.
  3. Only sell your goods or services in geographical area you actually serve.
  4. Only try to sell your goods or services to people who actually want or need them.

Are you target marketing on the web?

Well I have a question is your web marketing working? If you respond yes to this question, by definition you are evidently “target marketing”. If you say no, then evidently you are not. Can you see how much B.S. this is? I discussed this with my good friend and colleague Brad Carroll, author and CEO of Dakno Marketing, Inc. We batted target marketing around on IM for a good 30 minutes, when I brought up the definition of “target marketing” of as “if your marketing is working you are target marketing, if it isn’t your not target marketing”. He gave me a “smiley”  and simply said, “yeah”.

What came first the Success or the Target Marketing?

Talk to the Chicken or the Egg.

What is the answer?

First of all, I don’t claim to have all the answers. I do know that I have been quite successful with clients businesses on the web, and I don’t spend a whole lot of time worrying about target marketing. Although Brad says I am, I just don’t know it. I am not sure he knows for sure, because we can’t even define the darn thing clear enough to know if you are doing it or not. However, I do know a few things that I have found to be very effective through trial and error.

  1. Don’t be something online that you are not in person.
  2. Don’t work with people that you don’t like working with and make sure there is not something on your website that is attracting them.
  3. Figure out who you want to work with, understand them as completely as you can psychologically and focus your content to that group.
  4. Don’t be afraid to try something way outside of the box.
  5. Know how people behave on the web (My next post will focus on this topic)

If you can do these 5 things don’t worry about nebulous terms like “target marketing”.

Ciao for now.

Dr. Jay

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