Friday, February 8, 2013

SOCIAL NETWORKING: OF HUMANITY AND EMOTION


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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