Social networking has
taken over the world. (And, if you
don’t believe that statement to be true, here are some stats: Facebook sees over 500 million ‘Likes’ per day; Twitter hosts over 340 million
tweets per day; Facebook has over 1
billion users worldwide, and Twitter has over 500 million – and that‘s just two
of the most prevalent sites.)
Social networking has
taken over the world because social networking plays on a most fundamental of
human needs: the need to feel included
and to be ‘a part of something’. I’ll
admit, I wasn’t one of the first to sign up for Facebook when it was
introduced, but I did check out people’s profiles and business pages when they
would come up in a search. When it came
to pass that everyone, everywhere was on Facebook, I felt compelled to join,
because, quite frankly, I started to feel like I was the only person on the planet
that was not connected. Kind of like I was out of the loop. And, I have to admit, I spend more time on
the site than I ever thought I would.
It’s enabled me to connect with people that I had not spoken to in over
30 years and that, without the technology of Facebook, I would never have
connected with for the rest of my life.
I use Facebook to source information, to check out recommendations on
products and services I’m considering, to help market my business and to just
connect.
So, what
does that mean for your
business? Why is social networking such
an effective means of marketing? For the
very same reason - human beings have a need to connect and to belong. Social networking is nothing if not, well,
social. And being social and inclusive
is the smartest way to reach the most people.
As ‘rational’ as we think we are as human beings, we tend to make
choices and decisions based on our emotions.
A recent article posted by MarketingProfs explains that:
“In regards to intellect versus emotion, our brains are
hardwired to give emotions the upper hand. Information—in the form of words and
data—is processed in the neo-cortex.
Meanwhile, all our emotions are rooted in the limbic
system. The limbic brain is where we sense our emotional attachments, such as
trust and loyalty. It’s the part of our brain that knows whether something is
important to us. And it’s the place that motivates us to take action or
not.”
It makes
sense, therefore, that using social media as a tool for promoting your brand will
generate more business than will using traditional advertising channels. How best to do this?
First, get
to know your target audience intimately.
Who do you want to reach and why?
Next,
determine how you can best benefit them. What can your
business do for them that no other can?
Now, create
and post content on your social networking accounts that will resonate with
your audience. Your content should not
revolve around you. Use language that
will touch some emotional chords and draw people in – make them want to integrate
with and become a part of your business’ sphere.
When you’re
able to speak to their emotions, people get a sense that you understand them
and that fosters a sense of trust. And
trust is the first step to establishing a strong relationship. I’ve said it before and I’ll say it again –
social media marketing isn’t about the hard sell, but rather about making the
connection. With a solid connection,
everything else will fall into place!
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