Psychology, Copywriting & Analytics In Social Media
Posted on March 8, 2013
Filed Under Brand Building, Content Marketing Strategy, Facebook, General, Internet Marketing, Social Media, Social Media Marketing, Social Networking, Social Networks, Traffic Building
Do you remember the big, pioneering social media network Friendster? Probably not! It was launched in 2002 ahead of MySpace and Facebook. Back in the days, this social network attracted millions of users but before it could grow to its full potential, it was gone, just like that.
Similarly, MySpace, the once extremely popular social media giant is today mostly silent.
In 2011, Google launched Google+. This was yet another one of Google’s effort to take on Facebook. So far Facebook remains the most popular social network with over one billion users all over the world although the Facebook stock is currently at an all-time low. Psychologists postulate that like Friendster and MySpace, Facebook will end up as yet another roadkill in a few years time.
The point here is: social networks come and go and while it might be fascinating to follow the changes and trends of the different social media networks, businesses need a way to survive these changes.
When one social network fades, others are born. What do not change are some basic principles to generate more fans and promote engagement.
The key to successful social media marketing
The social networks are not good tools to accurately get an idea of how your business is doing in terms of sales but from the demographics, you can get an idea of what buttons to push to better engage your audience and get them to make a purchase. These triggers are invaluable to identify patterns that could potentially increase your sales and improve your social media marketing strategy.
Did you know that on Facebook…
– People love personal questions: The most popular posts on Facebook are those that begin with “What do you think..” or “ Do you feel that..”
– People love discussing their holiday plans: Whether they are going to be home for the holidays or they are taking a trip to Shanghai, people on Facebook always seem to have very strong emotions about their holidays.
– People love saving money: This has significance for businesses which cater the high-end market.
– People love discussing about kids. In general, people love discussing about topics they are emotionally attached to.
– People are most active Monday through Thursday around 7 p.m. and 12 p.m.
But they hate
– Self-promotion: People on Facebook hate self-promotion. This might come as a surprise but psychologically; people seem to only care about themselves.
– The recurrent use of strong phrases like “ DON’T MISS THIS…” or “SHARE THIS IF..” and yes, people get quite annoyed by unnecessary capitalization as well.
– Vague questions: People on Facebook don’t respond well to vague questions. If you are going to ask a question, be specific.
3 Skills To Succeed On Any Social Network
To push the right buttons with your customers, you need to establish what motivates them the most. Demographics are a good place to start but for a better response rate, you will need to dig a little deeper.
This basically means that instead of focusing solely on data such as age, gender, race, location and employment status to shape your social media marketing strategy, you should also hit the following: personality, values, attitudes and interests. This will help you propose your service or product as “THE” solution to a specific consumer problem.
– Pick a strong and powerful headline: The headline should grab the attention of your customers without sounding too self-promoting. Do not use capitalization and promotionally strong words unless appropriate. Use the triggers you uncovered before to hit the bull in the eye.
– The description should be concise and just long enough to instigate interest: Provide just the right amount of information to get people to click-through and read your whole message or offer. Avoid technical jargon and keep the message short, nice and most importantly clear.
If you got the psychology and copywriting right, that’s the hardest part of the job done. The next step is simply tracking how you are doing with your customers. If they liked something you shared or did, repeat it in the near future.
All in all, for social media success, do more of what your fans and followers like and less of what they don’t appreciate. For this purpose, Facebook Insights can be a useful tool.