Tag Archives: social media marketing
I was told by someone, “that what you do to help small business you can do on the corporate level”. Oh this is so not true. There is a psychological “corporate” mentality, and there is a small business mentality especially in marketing and social media, and they work quite differently. What I do for the solo-preneur and small businesses certainly just does not apply to a corporation or visa-versa.
Corporations have a different thought process when it comes to customers. They do not worry about losing a customer or two or in some cases 1000’s. If a small group of people boycott them they can live with the boycott. Nike and Chick-Fil-A are great examples of how a boycott did not affect their business or profit. A small business can ill afford the loss of one customer much less a thousand. Every person is precious. A boycott of a small business can close a business in very short time.
The Small Business Owner has Personal Influence
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
One of the difficulties we have in social media is measuring just about everything we do. Seriously, how do we know that our efforts on the different social media platforms are actually making an impact? I am not sure we will fully know the answer to that question, but there are some tools that can help you put at least a few pieces of the puzzle together that can give you a glimpse at your influence in the social media world. The three most prominent tools are Klout, Kred, and PeerIndex. Understand these are not perfect, but put them together and I think you will get a decent picture.
This graphic thanks to onlinedegrees.com gives a really nice overview of what Klout, Kred and PeerIndex is all about.
Courtesy of: Online Degrees
Jay Izso, 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?
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?
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.
I have read from some “social media experts” that social media is whatever you want it to be. There are, in many opinions, no rules. It is a free, open forum, where people can do with it what they want. While on the outside the free speech argument may be partially true, there is within all social media an invisible set of rules that says your “free speech” may cost you friends, followers, and connections.
It is true that there are very few actual written rules when it comes to any social media platform. It is a “free speech” platform for the most part. However, what people are not saying is why a person may “unfriend” you or “hide” your updates on Facebook, “unfollow” you on Twitter, “uncircle” you on Google+, or “disconnect” with you on LinkedIn. It happens more frequently than you know, and in most cases you do not realize it. Occasionally you may notice you lost a friend or follower, but would not know if your status updates are hidden. Try as you will you will rarely if ever get an answer as to why this happened to you. I have listened to many people after being dropped from a social media platform express frustration, sadness, anger, and even try to find a way to plot revenge for being dropped. Clearly they did not know the rules.
Some Twitter Personalities
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.
Are people unfollowing you on Twitter. Have you ever felt like you are saying things that just are not solid. Here is a simple solution, a gentle reminder, some coating relief for those moments when you just struggle to have something of substance to say.
Twitter, is part social, part business, part nonsense. However, the interesting thing is you can choose which way you want to use it. What’s great is that you can change the way you use it from day to day, hour to hour etc. The first step is to use it. The second step is not only to write something, it also means talking to other people about what they write. If you think for a moment that you are the guru where everyone will just come to read your “tweets” you are sadly mistaken. Unless you really are a guru, it is going to take effort on your part to read what others “tweet” and “tweet” back in the form of a “reply”. Yes sir, yes ma’am Twitter is a “two-way tweet”, if you cannot accept that, then the truth is you really do have “tweeterhhea”.