Tag Archives: social media psychology
What do consumers do when they have a positive experience with your business?
Do they care? Will they come back? Do they tell anyone?
How about when they have a negative experience? What happens then?
Recently Accent conducted a survey to find out what consumers do when they interact with brands before and after a purchase.
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.
Today is Hermann Rorshach’s birthday, he would have been 129 today. Hermann Rorschach was a Swiss born Freudian Psychologist who only lived until he was 38 years old, but he handed us something that even if you do not believe in it, is in fact interesting. It is called the Rorshach Ink blot test.
I am sure you have seen them, it looks like someone spilled some different colored ink on a piece of paper they folded it in half and out comes some pattern. Well basically that’s how it was done. There are standard ink blots that over the decades have been used to identify a number of different mental and emotional disorders and thought processes.
I was fortunate enough as an psychology intern while in graduate school to work on a forensic ward where I received some training on giving the Rorschach to specific patients. I must say when you are working with those who have some sort of mental/emotional dysfunction and have committed a serious crime you can only imagine some of the most amazing and unusual answers and themes that patients will see when they look into a set of Rorschach ink blots.
Well in honor of Dr. Rorschach’s 129th birthday today Google search is
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.
In my research of what makes us “tick”, “turns us on”, and “how consumers and businesses connect” on social media, one of the psychological and technological issues that has tremendous interest to me is the role that *Klout* and *Kred* play in our social media psychology and behavior.
What especially intrigues me, for those that use these services, is the power and influence Klout or Kred scores have over our social media behavior. It has even been suggested that Klout and Kred reward social media addiction and anti-social personal behavior. It clearly is easy to see that if you decide to unplug from social media your Klout and Kred scores will drop off the face of the earth rather quickly. What is more difficult is to get those scores back up.
1. Become a Celebrity or get Famous