{"id":41487,"date":"2012-09-06T12:52:11","date_gmt":"2012-09-06T11:52:11","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=41487"},"modified":"2012-09-06T14:16:05","modified_gmt":"2012-09-06T13:16:05","slug":"psychology-social-marketing","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/psychology-social-marketing\/","title":{"rendered":"Posting Pointers: The Psychology of Social Media Marketing"},"content":{"rendered":"<p><span class=\"alignright\"><img decoding=\"async\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2012\/09\/social-presentation.jpg\" alt=\"\" title=\"psychology of social media marketing\" width=\"300\" height=\"257\" class=\"alignright size-full wp-image-41619 lazyload\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2012\/09\/social-presentation.jpg 300w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2012\/09\/social-presentation-150x128.jpg 150w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/257;\" \/><\/span>When it comes to social media, you are what you post. <\/p>\n<p>Are you posting the right things at the right time? The last several years have proven social media to be a leading marketing strategy. It has taken over a domain once ruled by coercive television, radio, and print advertisements to stand on its own as an innovative method of advertising. It is dependent solely upon the relationship development between company and customer. Whether you like it, love it, or are simply waiting for its influence to fade away &#8211; social media is here to stay. And if the proliferating amount of Facebook, Twitter, and YouTube icons adorning most websites doesn\u2019t convince you, then the statistics will.<\/p>\n<ul>\n<li>During 2010-2011, the net income of Facebook jumped from 606 million to 1 billion, 50 percent of this income coming solely from advertisements.<\/li>\n<li>47 percent of consumers in 2012 claim that social media platforms have the greatest impact on their purchasing behavior. This is up from 24 percent in 2011.<\/li>\n<li>77 percent of Internet users read blogs on a regular basis.<\/li>\n<li>Individuals under the age of 30 make up over 50% of the world\u2019s population; 96% of them claim to have joined a social network.<\/li>\n<\/ul>\n<p align=\"right\">(Sources: www. JeffBullas.com; Universal McCann)<\/p>\n<p style=\"text-align: left;\" align=\"right\">\u00a0Not many would argue that social media marketing is popular and powerful. But how does it work from a psychological point of view?<\/p>\n<p>It\u2019s all about image.<\/p>\n<p>The power of social media marketing can be explained through a psychological concept termed <strong><em>social presentation<\/em><\/strong>. This concept is simple: appearance is important to people, especially in social situations. And people engage in certain behaviors in an effort to enhance their social image. If you look at Facebook as a continuous cocktail party, you can begin to understand how this concept applies. The social presentation theory also states that we manage our social image through purchasing name brand items that make us look good. If you replace the purchasing of brand name items with things such as &#8216;likes&#8217; &#8216;+1\u2019s&#8217;, status updates, photographs, and comments, then the relationship becomes clearer.<\/p>\n<p><strong>What to post? When to post? How to post?<\/strong><\/p>\n<p>Studies have shown that people use the Internet \u00a0to create &#8216;virtual online identities&#8217;.\u00a0 A personal social media profile such as Facebook enables people to create these virtual identities.\u00a0\u00a0 For the same reasons people buy name brand clothing, people will &#8216;like&#8217;, &#8216;tweet&#8217;, or post the advertisements and companies that they feel boost their social image.<\/p>\n<p>With this in mind, the secret to social media marketing is to present your company in a way that is attractive to Internet users. Internet users are constantly looking for material they can use as self-presentation leverage. So be strategic with your posts. Below are three tips from the experts on how to post effectively:<\/p>\n<ol>\n<li><strong>Be Consistently Engaged<\/strong> \u2013 Post often and consistently. Psychological theories of persuasion claim that repetition plays a central role in consumer persuasion. The more they see you, the more they like you &#8211; so maximize visibility.<\/li>\n<li><strong>Be Intriguing<\/strong> \u2013 Make your posts unique and eye-catching \u2013 and don\u2019t shy away from using humor. \u00a0Be creative and make your marketing tactics stand out from the rest.<\/li>\n<li><strong>Be Friendly<\/strong>\u00a0 &#8211; Remember that relationship development lies at the heart of social media. Drop all corporate airs and interact on the same level as your customers.<\/li>\n<\/ol>\n<p>In sum, the game of social media marketing is full of strategic moves, many of which have not even been realized.\u00a0 And though there are many ways to play the social media game, one standard rule applies \u2013 create a marketing campaign that appeals to your audience.<\/p>\n<p><strong>References<\/strong><\/p>\n<p>For more information on the Self Presentation concept (Goffman, 1959)<\/p>\n<p><a href=\"http:\/\/www.amazon.com\/The-Presentation-Self-Everyday-Life\/dp\/B000IG497Q\">http:\/\/www.amazon.com\/The-Presentation-Self-Everyday-Life\/dp\/B000IG497Q<\/a><\/p>\n<p>For more information about social media in general (Kaplan &amp; Haenlein, 2009)<\/p>\n<p><a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0007681309001232\">http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0007681309001232<\/a><\/p>\n<p>For more on social media marketing strategy<\/p>\n<p><a href=\"http:\/\/coremetricscafe.com\/showcase\/downloads\/thurs-developing-roi-driven-social-media-strategy.pdf\">http:\/\/coremetricscafe.com\/showcase\/downloads\/thurs-developing-roi-driven-social-media-strategy.pdf<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to social media, you are what you post. Are you posting the right things at the right time? The last several years have proven social media to be a leading marketing strategy. It has taken over a domain once ruled by coercive television, radio, and print advertisements to stand on its own [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":41619,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[7539,9],"tags":[],"class_list":{"0":"post-41487","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-audience-connection","8":"category-best-practices","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Psychology of Social Media Marketing - Corporate Eye<\/title>\n<meta name=\"description\" content=\"Social media marketing? Use social presentation theory to support your marketing efforts in social media\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/psychology-social-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Psychology of Social Media Marketing - Corporate Eye\" \/>\n<meta property=\"og:description\" content=\"Social media marketing? Use social presentation theory to support your marketing efforts in social media\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.corporate-eye.com\/main\/psychology-social-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Corporate Eye\" \/>\n<meta property=\"article:published_time\" content=\"2012-09-06T11:52:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2012-09-06T13:16:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2012\/09\/social-presentation.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"300\" \/>\n\t<meta property=\"og:image:height\" content=\"257\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Erica Harrison\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:site\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Erica Harrison\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/psychology-social-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/psychology-social-marketing\/\"},\"author\":{\"name\":\"Erica Harrison\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/a5e2b029e813263bdb7c09deb0aef21e\"},\"headline\":\"Posting Pointers: The Psychology of Social Media Marketing\",\"datePublished\":\"2012-09-06T11:52:11+00:00\",\"dateModified\":\"2012-09-06T13:16:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/psychology-social-marketing\/\"},\"wordCount\":650,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/psychology-social-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2012\/09\/social-presentation.jpg\",\"articleSection\":[\"Audience Connection\",\"Best Practices\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/psychology-social-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/psychology-social-marketing\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/psychology-social-marketing\/\",\"name\":\"Psychology of Social Media Marketing - Corporate Eye\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/psychology-social-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/psychology-social-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2012\/09\/social-presentation.jpg\",\"datePublished\":\"2012-09-06T11:52:11+00:00\",\"dateModified\":\"2012-09-06T13:16:05+00:00\",\"description\":\"Social media marketing? 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