Social networks, social media, online communities, etc.
Those of us involved in social media know that people love to talk about themselves. They seemingly enjoy sharing the trivial, the personal, and occasionally the weird, details of their lives. Sometimes they overshare – as a longtime online community builder, I’ve found that “poster’s remorse” is common – people post something too personal and later regret doing so. So why do people share so much? New research from Harvard shows, in simple terms, that talking about yourself makes your brain feel good. […]
Do you find chunks of your day consumed by less than productive activities? Updating Twitter? Checking Facebook? Clicking on those fascinating links posted by your friends? Checking sports scores or stock prices? Catching up on the latest hilarity from DamnYouAutoCorrect? None of these are bad things, but when you have important tasks to complete these non-essential activities can kill your productivity. It turns out there’s a quick visualization you can perform that will make you more likely to focus on your mission-critical tasks. […]
Dopamine-driven marketing sounds scary, but it’s more common than one might expect. Dopamine is a key element in the brain’s reward system, and when marketers trigger that system they can reinforce behavior and create positive associations. Ads that make consumers solve a simple puzzle can have this effect (see Puzzling Billboards, Schick Commercial’s Aha! Moment, and Puzzles Boost Brand Recognition, for example.) The dopamine kicker can also be generated using one of the hotter trends in marketing (and other forms of behavior modification): gamification. […]
Something brand owners strive for is that elusive magic of being loved by consumers. Brands like Apple, Google, Southwest Airlines, and others have earned enduring positive regard among consumers, and those companies outdo their peers in part because of the brand equity they have built. But what about brands people don’t like? Oddly, some of those survive quite nicely and even prosper. […]
Book Review: What the Plus! Google+ for the Rest of Us by Guy Kawasaki
Google+ seemed to get off to a running start, but more recently has been termed a “ghost town” by some pundits. Experience with the service suggests less than robust usage by consumers, despite the large number of registered users. When my Why Jersey Shore Drops the National IQ post went mildly viral last week, it quickly garnered more than a thousand Facebook likes, but a mere five +1s. Does this mean Google+ is headed the way of Friendster and MySpace? […]
Three Ways to Avoid Creepiness
Marketers are being offered unprecedented new capabilities to target consumers by interests and behavior. There’s growing evidence, though, that consumers are finding these personalized pitches off-putting. A new survey of UK social media users showed that nearly half “don’t like having ads targeted to them based on information included in their social media profiles, including activities, interests, and other personal data.” While Google’s motto has been, “Don’t Be Evil,” perhaps a more appropriate one would be, “Don’t Be Creepy!” […]
Want your content to go viral, or at least get shared? Then don’t overdo the adjectives. That’s one of the interesting findings Dan Zarrella shares in his book, Zarrella’s Hierarchy of Contagiousness. […]
Book Review: Zarrella’s Hiearchy of Contagiousness: The Science, Design, and Engineering of Contagious Ideas by Dan Zarrella
I like Dan Zarrella’s approach to social media. Amidst a horde of social media gurus, experts, mavens, and missionaries, Zarrella relies on crunching numbers to create his insights. Instead of thinking up “10 Ways to Get Retweets,” he analyzes millions of actual retweets to find out what works. (Oddly, putting “please RT” in your tweet actually does work.) Hierarchy is a bite-size book from Domino. With the same small form factor as Seth Godin’s Poke the Box, this book can be read in an hour. The length may be an advantage. Zarrella could no doubt have filled hundreds of pages with data and insights from his social media research. Instead, he presents a modest number of concepts that are readily digested and implemented. […]
Most businesses wouldn’t question that it’s a good idea to resolve problems quickly to prevent erosion of their reputaton, but many don’t do a particularly good job of it. Even when it’s too late to fix the actual problem, an apology can mollify that customer and even result in reversal of the public criticism (see Apologies Really DO Work).
Martin Lindstrom, author of the best-selling Brandwashed, conducted a simple but telling experiment in a cooperative restaurant. […]