Tag Archives: social media business
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.
What did they find?
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.
Recently I read an article from Jay Baer @JayBear entitled “Is Twitter Massively Overrated?” he has research with some very impressive data that quite frankly demonstrates that Twitter is probably not nearly as powerful from a business standpoint as many social media marketers, gurus and “experts” would have us to believe. I personally agree with many of his conclusions and I have even done my own data collection that supports some of his data (see “Will the Real Twitter (follower) please stand up?)
In his article Mr. Baer’s data makes a very sound case for Facebook. However, I would express caution here, because there is a little secret that is rarely discussed when it comes to business and social media. Make sure your eyes are focused and you get your neurons ready to fire, because here is the secret…
I like Twitter. I enjoy it because I am able to get my message out and I think I have for the most part,the right followers who appreciate my message. I also like Twitter, because it makes me think how I (as one who speaks for a living and having the gift for gab) can put my message into 140 characters in a creative way. Finally, as a user I like it, because I can search quickly for things I am looking for, as well as scan quickly for things I am interested in and overlook those things I am not.
Recently I have read a number of blog articles about how Twitter has exploded in terms of followers. Honestly I am not so sure. Yes, it is true that more teens are leaving Facebook for Twitter (see Pew Internet Study), but the more I have conversed with my colleagues I have come to learn that maybe Twitter is not nearly as big as we want to believe. For example 4 of my social media colleagues recently had a conversation where we discovered we all had multiple accounts. In one case one of my colleagues had 9 Twitter profiles. We also learned that for most of us we only really use one account, and the others are pretty much inactive. Another colleague told me that quite honestly he doesn’t use his Twitter profiles much at all anymore because he finds his experience on Google Plus (G+) to be much better than his experience on Twitter. This experience led me to want to search to see if I could begin to figure out how many people really use Twitter.
I also read an article on a computer generated social media guru by the name of Santiago Swallow. He was a fake user, his creator paid for fake followers, and at one point he had well over 80,000 followers. If it was possible to build a “fake” user and completely fool Twitter…how many fake accounts are there on Twitter?
There are so many companies and mobile apps that you can purchase at a very small price where you can literally “buy” followers. However, the more I dug into “buying” followers, the more I came across the notion that many of these followers are in fact fake accounts that have been simply created to make people look like they have large numbers. Some of them certainly are computer generated SPAM, but either way the accounts are fake.
This raised my curiosity about fake and inactive accounts and how many may be out there in reality.
Every day as I study and research the psychology of social media and business I hear something along the lines of “social media is a place to exercise my right to free speech”. Well it is true that you can say nearly anything you want, however, there are consequences for what you say or do on these platforms. People will in fact “defriend”, “unfollow”, “uncircle”, or “disconnect” from you because of what you say and do. The fact is what you say is not “free”, there will be consequences for your actions for both you and your business.
As a real life example: I was having this very conversation with a business owner who I challenged about what they are saying on Facebook and Google+ . I told them that what they are saying is negatively affecting their business. This person strongly and confidently told me that their business was doing just fine, and basically they were not changing their strong and sometimes erratic rants. Later that same week some mutual friends who are connected to the “ranter” and I were having a conversation about ranting and behavior on social media. The “ranters” name came up. I looked at friends and said, “My wife and I cannot send a client to their business, because I am afraid that if something goes wrong over there that our client would get blow out and ranted by this person, I can’t trust them”. My friend David said, “I cannot send a client or someone I cared about over there either because of this person’s strong views and angst, I fear for them going over there”. The overwhelming point…your personal posts have consequences and consequences for your business.
I happened to run across an article in the U.K.’s Telegraph about a study that was conducted for a fitness company out of the U.K. called sweatband.com. In this study they asked respondents to tell them what are the most annoying posts on social media. So if you always wanted to know how to “Annoy Your Friends and Tick off People” here are the top 10 results: (Humorous posts and commentary provided by Yours Truly)
1. The Exercise/Fitness/Diet Post Boast.
What We AreThinking: “I hope you go running and get eaten by wolves…but they won’t like the tofu turkey and faux spinach salad either.”
“This is the best thing I have ever eaten.”
What We Are Thinking: “You realize you said this about tofu turkey.”
3. The Cryptic status updates.
“The shoes missed the boat, yep, it’s mall time.”
Our Thoughts: “Seriously…stop doing drugs!”
4. Gamers that Repeatedly Invite You.
“Sandy just invited you to play mafiaville superword bingo three times”
What We Are Thinking: “I really want a block all apps setting, and with it a message that tells this person…I now block all game apps, clearly you did not read my multiple posts that said, PLEASE DO NOT SEND ME GAME REQUESTS!”
“Sally got the princess award today in school…she will always be our princess no matter what!”
What We Are Thinking: “I think I just threw up in my mouth…hmm…yeah princess is a great name for a stripper, you will be so proud.”
6. Over-sharing of personal information.
“I gave myself a white wine enema…I have never felt so refreshed…and my fanny is very happy!”
What We Are Thinking: “…and you wonder why I never invite you to my home for dinner.”
“I just became mayor of Hanks Left handed Wrench Plaza!”
What We Are Thinking: “Wow! That and $3 and you still could not buy a cup of coffee at Starbucks.”
“Please tell your friends to come to the 14th annual “save the snail” charity golf tournament, everyone knows a snail that needs a new start!”
What We Are Thinking: “Now that you posted this to my timeline…again, I have hidden this post, and I have now hidden you so I never have to see or hear another thing from you…again.”
“Sherman ‘liked’ Willy’s Post, “Just popped a zit…huge…filled an espresso cup.” And “Lisa, commented on Willy’s status, “take pictures…did you miss work?”
What We Are Thinking: “All of you need to just stop the madness…you clearly have no lives and you need to stop using our oxygen.”
“I just got a real estate listing on 123 ABC lane, totally excited” and/or “You can change your body and your life by drinking this super powder shake call me, because I can take you from flab to fab”, and/or “Stop working for someone you don’t know, call me and find out how I am making thousands of dollars a month working from home through my laptop and phone”.
What We Are Thinking: “You and I both know the reason you are promoting yourself here is because all your other marketing efforts have completely failed. You are looking for a last ditch effort and did I mention you were a “Loser”. I wouldn’t buy anything from you, or recommend you to anyone because you are a thorn, no an oak tree in my ______. I would defriend you, but I know that you would whine to 30 other people one of which happens to be my spouse.”
Okay so out of the more than 1700 people surveyed 52% of them have said they are using social media less (my guess is in reality they are talking Facebook) because of posts like the ones mentioned above. 38% of those surveyed indicated that they have quit “a” social media site altogether. So what does this all mean.
Yes there are consequences for your actions even on social media. As a business owner you need to be careful. It’s not political correctness you need to worry about it is social media etiquette. Know the culture, chances are you may be taking a selfish view of social media versus a selfless view. I will let you guess which business wins in the end.
To your success!
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
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?
I have been reading and hearing more and more conversations about Facebook Business Fan pages. The most frequently asked question is, “are they really effective”? Honestly, the reviews are mixed. If you ask 10 people how effective their Facebook business page is, (provided they are not lying to you…oh and they will, and they do.) you will get everything from “waste of time” to “they’re great!”.
In my personal and professional research I have come to the following conclusion: You and your business may not be able to do a Facebook Fan Page. That’s not an excuse for you to avoid creating one, but I am convinced that there are reasons why some “Fan” pages are more successful than others. Even if you were to do everything suggested there is no guarantee that the will be effective for your business.
Typically I focus on the “what to do to make you and your business better”. Today I am going to focus, “how a Facebook Fanpage Fails”. Here are a few of my observations.
- Lack of a Plan and Strategy.
- This is perhaps the number one reason why business pages fail on Facebook. People will create a page and just expect it to work. They believe in their own “Field of Dreams”, “if you build it they will come”.
You Better Watch Out, You Better Not Cry, You Better Not Pout, I am Telling You Why Your Social Media Marketing is Causing Santa to find Another Chimney.
Psychology is what I study, teach, and speak about. Particularly psychology as it applies to business and the internet/social media world. I am a consumer behaviorist who gleans through the research to help businesses understand the trends and behavior of consumers and why they may or may not be attracted to your business. One area that particularly fascinates me and I a passionate about is social media marketing and its effects consumer behavior.
Being an avid Facebook, Twitter, LinkedIn and YouTube user I have ample opportunity to do my own research and see what people are responding to and what they are not responding to in regard to what people “post”, “tweet” or “update”. I have even noticed my own behavior of what “turns me on” to want to respond to someone and what “turns me off”. So much so, that I either “unfriend”, “unsubscribe”, “unfollow” or “disconnect”. Let me just say that just because you have large numbers of people that does not mean they are paying attention to you. In fact, the greatest danger I believe for a business is when they believe that by having a large number of friends, followers, and connections that their company is truly “reaching” those people. The sad truth is you may actually have a large number, you may be talking, but no one is paying attention. To be part of the holiday spirit…here are just a few reasons why Santa is avoiding you and your business.
1. No one, including Santa really cares about your product or service.