Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
5 Psychological Triggers to Increase Social Engagement
Posted on February 27th 2013
5 Simple Psychological Triggers to Increase Social Engagement
In Robert Greene's best selling book, "The 48 Laws of Power," he provides his interpretation - a word image - of a magnet: "An unseen force (which) draws objects to it, which in turn become magnetized themselves, drawing other pieces to them, the magnetic power of the whole constantly increasing."
Robert Cialdini, author of the classic book on persuasion, "Influence: The Psychology of Persuasion" spent three years going "undercover" applying for jobs and training at used car dealerships, fund-raising organizations, and telemarketing firms to observe real-life situations of persuasion. He used that research to create what's become one of top business books of all time.
Cialdini's "Influence" explains the psychology of why people say "yes." In short, business owners, brands and companies wanting customers to buy, follow or like them, must understand how to ethically persuade. How to use certain psychological triggers which in turn help you and your business become a magnet which constantly draws clients and followers. Some you may already know. But all bear repeating since they're top ways to create engagement.
1. Be the Go-To business followers emotionally invest in:
Take time to research the information and products followers want and provide it. Never present such a wide variety or disparate types of info and products it confuses and creates disengagement. Instead conscientiously and continuously present followers what they want. For example, links, resources, articles, stories and case histories which hold their interest and resonate with them. Keep them reading, visiting, loyal.
2. Be likable without comprising yourself or your business:
While it's certain not everyone in your lifetime will like you, most can - and will - appreciate your likability. This doesn't require going beyond your own personal, ethical or business boundaries to reach that goal. It means being reasonable, interested, approachable, responsive. Someone people want to follow, hire, work and deal with. Plus it's best to steer clear of passing all responsibility, for dealing with clients and followers, to an assistant. This may reek of arrogance to a follower or client.
3. Show yourself a visible authority in your area of expertise.
People follow experts faster and more often than others who claim it yet hide it, present it poorly or frequently share negative comments. Be visible. Offer valuable content. Regularly post to your blog, submit articles, share on social sites, answer questions on forums or your social sites to build your authority and credibility. Show your expertise by presenting the good, the bad and the ugly. Rely on both the new and time-tested suggestions, tips and help. Most importantly, provide valuable, actionable information and content people can use.
4. Continuously provide good social proof:
This can be anything from testimonials made by clients to comments made by followers to statements other professionals and groups have made about you, your services and products. To public comments made in the media; public endorsements.
When people see others, especially a site or individual with large numbers of followers, such as thousands of Twitter followers, Facebook friends or likes on blogs, connections and/or endorsements on LinkedIn, they're more likely to conclude they should also be a follower.
Don't be afraid to ask for testimonials and endorsements from clients, workshop attendees, product purchasers, for example. Post them on your sites and social venues when allowed.
5. Make reciprocation a good habit:
Social sites, by their very nature, encourage reciprocation. Do purchase from your connections or those they suggest. Refer good clients to others, recommend an individual you've worked with who has recommended you.
When someone provides a tip, an article or valuable info to you, always thank them. And respond at a later date with a link to a product, service or info you discover of value to them. Send a thank you of a free product or ebook to someone referring you to a potential client, or when you've signed the client. Send a free, unexpected, gift to a purchaser.
Reciprocation not only encourages deeper and more valuable relationships, it often provides something you can't usually buy: good word-of-mouth marketing.
Cialdini said, "Our best evidence of what people truly feel and believe comes less from their words than from their deeds." Become a magnet to whom people flock to, and engage with, by using ethical triggers to encourage positive social engagement.