This is what it’s all about in the end. What is your goal of being present on the social media platform in question? Do you want to work on your brand awareness, branding, customer loyalty or generate more sales?
You can capture the purpose of your social media presence in a social media marketing plan. You can then measure the set goal (or goals) based on Key Performance Indicators (KPIs). After all, to measure is to know.
Useful KPIs for social media are:
Range
clicks
promoting posts
Involvement (engagement)
likes
Sentiment (do people react positively or negatively, how do they feel about your content)With a clear goal in mind, you can decide which social media channel is best suited to this. I am a fan of starting on one social media channel and adding a channel as soon as that goes well. That is often a bit easier to handle than trying to be active on all channels (and perhaps, therefore, not being able to post awesome content on all channels). It is only advisable to become active on other channels if you have achieved good results on one channel. This may seem a bit contradictory, but it does help to bring focus. It is not for nothing that Seth Godin chose years ago to focus solely on his blog. He could have chosen many other media but decided to focus on his blog and add a blog article every day. Now he has one of the most popular marketing blogs in the world. That is the power of focus and consistency.
Authority
This influencing rule is about people doing more or less automatically what authorities instructors recommend. Research shows that people are strongly inclined to comply with the demands of authority, especially due to social pressure from society. This form of obedience is seen as socially desirable by the community. It also seems wise for people to follow the guidelines of real authorities because they have more knowledge, wisdom, and power. You have authorities in all shapes and sizes, such as civil servants (police, fire brigade, customs), scientists and researchers, specialists, journalists, writers, top athletes, musicians, and other famous Dutch people. When people respond to authority, they mainly do so for external reasons (symbols) rather than for substantive reasons. Three symbols are especially effective here: titles, clothing, and attributes (especially cars). Translated to the workplace: gradually build up authority, behave professionally, show in word, gesture, and image that you know, and profile your knowledge, experience, and expertise. Or cleverly engage an authority. But remember that it is against legal advertising rules to let a known, authoritative authority advertise one specific product. This leans too much towards deception.
Scarcity
The sixth influencing rule concerns the scarcity principle. People attach more value to things that are harder to get (exclusive). Scarcity can occur in number (only x copies in stock) or in time (the offer is valid until). The scarcity rule works both ways. First, things that are harder to get are seen as more valuable and better. People want to pay more for that. Secondly, people lose certain (choice) freedoms as things become less accessible. According to psychology, people react to a loss of freedoms to want them more than before, along with all the products and services associated with them. This rule does affect not only products or services but also information. The scarcity rule works optimally under two conditions: the value of scarcity increases as the object has recently become more difficult to obtain (as opposed to things that have always been scarce) and as people interact with other people for its possession. To create “scarce” products and services that people want. Emphasize its uniqueness, exclusivity, and limited time available.
Due to increasing complexity and cognitive information overload, people, consumers, and customers increasingly make subconscious decisions based on short-circuited emotional reactions. Therefore, organizations that reinforce their requests and advertisements with the help of the above influencing rules have a better chance of success. This is described in detail in the book “Influence – Theory and Practice” by Robert B. Cialdini, original title “Influence – Science and Practice.”
You convince customers best when they are relaxed
Customers are not crazy, and they are spoiled for choice these days. Suppliers and products are galore. So how do you convince people, consumers, and customers to choose your company, brand, or product? Or how do you ensure that your boss and colleagues agree with your plans? First of all, by making sure that people are relaxed. That is the first and most important step in the persuasion game.
What you need to know about influencing and persuasion
At least, that’s what Pacelle van Goethem concludes in her book ‘Selling ice cream to Eskimos – The psychology of persuasion.’ The excellent of influence is convincing other people. In her book, van Goethem distinguishes between the concepts of influence and persuasion (see definitions). Like Cialdini, Van Goethem draws on research and insights from neurophysiology, psychology, marketing, sociology, and sociolinguistics.
Influence: the effect of a stimulus on the feeling and thus on the reaction of another.
Persuasion: The influence by which the other person agrees to an opinion, request, or proposal, by following or thinking about someone.
Van Goethem concludes on the basis of her research that:
– Persuasion only succeeds when someone is relaxed.
- Persuasion can be done by ‘following’ (automatically) or by ‘thinking’ (substantive consideration).
– Thinking is only possible when someone is relaxed and involved.
– Involvement can easily lead to resistance, so that lasting relaxation is necessary.
Humans (and customers) are irrational creatures
The basis of her book and principles of belief lies in the fact that 95% of the human being is an irrational being who makes his decisions unconsciously in the vast majority of cases. Man is. Therefore, much less a thinking being who goes through life rationally. The latest is about that
