Tag Archives: social media marketing
If you are a small business with that “FREE” Facebook Business Page…it is in a coma…and soon DEAD!
Remember the good old days. Facebook allowed you to build a business page for free and people could voluntarily “Like” your page and if they did, when you posted something it would show up on your fans news feed?
Then you remember when Facebook decided to limit the number of people who could see your posts from your business even though they “opted” in because Facebook wanted to make money?
So now Facebook is saying, “yeah, well we are just going to stop that whole organic thing, if you want really anyone to see your posts from your business page you will have to pay for it…pretty much all of it”.
In an article from AdAge Digital Facebook has made it clear
It’s the holiday season. Most people are smiling a bit more, there conversations are a bit lighter, and their countenance is a bit brighter. I also find that not only is it my daily face to face interactions, both personally and professionally, but I am noticing it even within the different social media platforms. Now perhaps it is my own confirmation bias, but perhaps you are seeing the same thing.
How often do we see pictures with the holiday sweater as the profile picture. Especially the ever popular “ugly sweater” holiday parties. Pictures of the family, posts about where we are going for the holidays, what we are doing, what we are eating, where we ate it, who made the meal, and the list goes on and on.
I guess social media takes on the same changes as any other part of our life. Perhaps we post a little different, we are not nearly as controversial, we “Like” a little bit more, “Comment” a little more thoughtfully, “Share” a few more posts, “ReTweet” more quickly, and “+1” with emphasis.
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?
Check out these stats*:
1. Topped Googles “hot searches”
2. Added 100,000 Instagram followers
3. Added 50,000 Facebook likes
4. Peaked at 300,000 Twitter mentions per minute (Oh BTW the best last years SuperBowl did was 231K)
So what do we learn from this?
1. Moving outside of the normal creates buzz
Too often we want to fit in, avoid the critics, and be part of the status quo. Why? No one cares if you look like everyone else. Boring is still boring. Even if you cause a stir or is possibly unpopular, it creates buzz, creates conversations, and creates interest.
2. Calculated ploys work
Do you think for one minute that Miley just showed up and did this impromptu. NO WAY! This was calculated. This was about creating a buzz. This was not only carefully calculated it was rehearsed. If you plan your social media well enough and it is different or something outrageous you may go viral.
3. You must take risks
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…
Can you imagine if you are on the phone, called someone up, and simply did all the talking? Then let us say that all you did was call, talk for a few seconds then hung up? How about if someone called you, but you put the phone down and walked away? Now imagine that you are in business and do this. Let’s play out the scenario.
All Business Company (ABC) phone call to a Prospective Client (PC)
ABC: Hello, you should see our widget it is awesome, I am sure you or someone you know would like to buy this widget. So make sure you tell your friends.
ABC: (Hangs Up)
Some Several Hours Later…
ABC Hey, did you see my widget? Did you tell anyone? What are you waiting for? You know you want to share it!
ABC: (Hangs Up)
Sounds pretty ridiculous doesn’t it? Why is it so ridiculous? Because the phone is a 2-way tool. How can any business expect the best benefits if you just call to promote and hang up with no exchange of dialogue? It just not very effective is it? No business person would act like this on the phone. Yet, I watch businesses on social media do this exact same thing.
Social media is not a uni-directional medium… it is a bi-directional, and in some cases a multi-directional medium.
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!
Have you ever heard yourself or someone say, “they have such a trusting face”, or “they look so innocent”? The fact is that as humans we make judgments about people based on their photo. There is in reality a psychology behind our social media profile picture. We look at facial expressions, eyes, shape of faces, how the hair is arranged, and we make some immediate judgment about what the person and attribute all sorts of personality and behavioral characteristics to them. It is a part of our automatic processing system, and there are a variety of reasons why we automatically do it. The first and foremost is to prepare our selves as much as possible for what we can expect from another human being. Other times it has to do with mate selection, chances of a successful interaction, and yes even trust.
We also make judgments when instead of posting your picture you post a picture of your children, pet, or some group shot. There are all sorts of interpretations and conclusions we come to based on those pictures. There is in fact a whole bunch of research devoted to the “science of vision”.
As serious as that is, and I do believe that the psychology of the social media profile picture is important, occasionally I run across something that is psychologically related, and not all that scientific, but is simply a humorous poke at what people do psychologically on social media.
My Life put together a humorous infographic of the 10 most common social media profile photos and gave a non-scientific psychological explanation behind them. While they may not be scientific…the fact is you may find them psychologically relevant.
Do you have a better explanation for these photos? Do you have some that you think should be included? Make a comment and share the fun.
Staying Psychologically Healthy,
Jay Izso, Internet Doctor®