08 Aug Psychology based social media agency
I would wager that almost everyone that reads this has experienced that slightly uncomfortable feeling before they publish something that they’re not quite sure about. On occasion, this leads to a creative breakthrough which changes the way we do things. On the flip side, things could fall flat and nothing comes of it, which can leave you feeling slightly unnerved.
In order to find out if and how this feeling effects the way we post on social media; two of the team from Facebook piloted a study on self-censorship, (those posts you write and never send) and the results are surprising.
Over the course of seventeen days they followed just shy of four million users. In this period 71% of users typed out at least one comment or status and then erased it. The average user cancelled 4.52 statuses and 3.2 comments.
Research suggests that we are more likely to censor ourselves when we can’t judge the response of the audience.
Psychologically we all want to please so naturally we would rather not upset anyone.
However, users are less likely to censor themselves when commenting on an existing status. This suggests they feel that the audience is already defined and they are less likely to get it wrong.
Another thing that has attracted study is unsurprisingly, a profile picture. Should the old adage be true a picture is worth a thousand words; which means your profile picture is solid gold.
A study published in Psychological Science found that the average person will make assumptions about a person based on an image that they look at for less than one second.
Scientists used pictures, which were all taken under comparable lighting conditions, but with very faintly altered facial expressions. Test subjects were asked to rate the images on personalities such as desirability, reliability, innovative, capability, extraversion, intellect and trustworthiness.
The conclusion shows that even the tiniest alteration in expression can completely change how the person in question is seen.
What can we take away from this? It is worth split testing your profile picture. (As a side note, on Twitter the preferred pictures are of a smiling woman in her late twenties.)
Does social media make you feel good?
It seems that the concept of a ‘social community’ is not fictional, it’s entirely tangible. A study carried out in Queensland shows that being the recipient of an active social profile makes you feel connected.
In the study researchers took a test group that post frequently, half were told to remain posting with the same regularity and the others were ordered to observe their friends posting but not to post themselves.
By the time the study was complete (two days later) those that had not posted but simply watched felt that the experience had left them feeling negative.
Why? I believe that social platforms leave the participant with a sense of belonging, regardless of how false the relationship is; this is why Companies do so well with online marketing. As marketers, we should take a lesson from this, we could all do with spending a little time each day responding to other and giving them that feel good factor.
Does your business need social media marketing?
Social media can be a valuable asset to your company which can increase brand recognition, reputation, customer relations and of course, your turnover. As such, you will require an agency who understands how to use each platform to get the very best ROI out of it.
What skills should you have to run a good social media campaign?
Copywriting is a valuable skill that you absolutely must have if your social channels are going to succeed. For example, a novice working for a travel company may create the caption ‘travel the world’ with an image of a sandy beach underneath. A professional would write something that both engages with the reader and provides an emotional pull that will increase the possibility of conversion. As such the same image could be captioned: ‘Imagine your toes in the sand and the sun on your face.’
Secondly, at least 80% of the posts on your social channels should be accompanied by images of some description, should this be a photograph, infographic or video. Research shows that 45% of people want to see more videos on social channels and tweets with images receive 18% more clicks than those without.
When using social channels, you really must use the metrics available to you to improve your promotions, there are two levels of metrics available, the ones you can pull off of your channels and the ones that you need to measure yourselves, such as conversions.
All of this information should be recorded within a KPI document so you that can measure your performance on a continual basis.
It is absolutely vital that when working with social media you should have a good understanding of psychology. This will help you understand why people make the decisions they do and why they engage when they do.
Your data can tell you why one post performed better than another. However psychology will help you understand why, which consequentially you can use to continually better your campaigns.
As briefly mentioned, customer relations can be vastly improved with the use of social media. In fact, studies show that social is a customer’s favourite platform which only 21% of businesses are utilising. As your online shop front, social media managers must have both empathy and conversational skills. In addition this this, to a high level of spelling and grammar is essential to create a positive customer experience.
If you are looking for an award-winning psychology based social media agency why not get in touch? We work with clients across the globe with unrivalled results. Call today for a complimentary review of your current strategy and a non-obligation quote with associated expected ROI’s.