"Measure First, Make Last: A Study in Social Media Behaviors"
Social Media Content Strategist Kyle Babson's presentation helps content marketers create better content for their social media channels, focusing their efforts on specific targeted outcomes. Understanding how social media content motivates action is key to achieving your company's goals. This informative and entertaining presentation shows why you should be using behavioral psychology to inform your social media strategy.
Building Influence on Social Media is possible, and can be highly rewarding. This guide discusses the fundamentals of social media for influence. click this link to download the guide http://bit.ly/2o9RLoT
Social Media Overview For GOLD Major Gift OfficersMikey Ames
I had several folks in from national fraternal associations asking how they might use social media to secure more high dollar donors and visits. I wanted to start with the basics. This presentation is a big remix of several other presentations we have seen. Credit remains on each slide.
Subscribers, fans and followers: The meaning of Like. Report 10 (Exact Target...Retelur Marketing
Estudio realizado por Exact Target en el que se analiza la influencia y los factores en contextos socioculturales y demográficos por los cuales las deciden seguir a una marca en medios sociales y lo que supone para éstas. (inglés)
Building Influence on Social Media is possible, and can be highly rewarding. This guide discusses the fundamentals of social media for influence. click this link to download the guide http://bit.ly/2o9RLoT
Social Media Overview For GOLD Major Gift OfficersMikey Ames
I had several folks in from national fraternal associations asking how they might use social media to secure more high dollar donors and visits. I wanted to start with the basics. This presentation is a big remix of several other presentations we have seen. Credit remains on each slide.
Subscribers, fans and followers: The meaning of Like. Report 10 (Exact Target...Retelur Marketing
Estudio realizado por Exact Target en el que se analiza la influencia y los factores en contextos socioculturales y demográficos por los cuales las deciden seguir a una marca en medios sociales y lo que supone para éstas. (inglés)
Beginners guide to social media (2010 ALGIM Web Symposium)Jason Dawson
A basic introduction to social media and its uses for New Zealand local government presented at the 2010 ALGIM Web Symposium in Wellington. Includes tips on rules of engagement for social media, what works, what to avoid and who is using it in the public sector.
Absolute Beginner's Guide to Social Media MarketingBarry Feldman
Social media marketing, made simple. This is your starter guide—a fast-read eBook. What do first, then second, and a series of steps and strategies are explained for the absolute beginner.
SOCIAL MEDIA MARKETING IN BRIEF, V.01 03.31.152015 Digital Book World. 2015
Contributors: Peter McCarthy, Beth Bacon, Editors of Digital Book World
Editor: Rich Bellis
Are you a small business owner looking for ways to grow your business? Are you looking to attract more leads to your business, or have heard about Social Media Marketing, Here’s all you need to know as a small business owner to begin increasing revenues using social media.
How the new Facebook news feed affects your churchumcom-marketing
On March 7, 2013, Facebook announced its first major update to the news feed since the feature launched seven years ago.
The new look will be more visually-focused and based on Facebook’s research that shows almost 50% of news feed postings are rich in visual content.
What does this mean for how your church or organization shares content? We’ll guide you through some of the changes and leave you with takeaways to implement immediately.
Fan Engagement: The Why and the How.
When working across multiple digital platforms, especially with creative endeavors, branding is becoming increasingly important amid a sea of media.
Search engine optimization and social media marketing are both critical to the success of your online marketing strategy. With the increase influence of social signals on search engine results make the relationship between SEO and SMM more important than ever before.
PSAYDN Annual Retreat 2013
New Trends in OST: Badging, Social Media and the Maker Movement
Connecting Programs and Families
Learn about some of the newest trends making an impact in the out of school time field.
Understanding Social Media for Connecting Programs
and Families.
Have the power to leverage the internet to reach clients more effectively.
Marketing, Prospective Clients,
Creating a Sense of Community,
Improving Communication,
Eye on the Competition.
Heather Oxenford, LifeSpan Childcare
One piece of content can now appear in a wide range of platforms and devices, including Web, mobile Web, apps, e-books, and print. As we expand the scope of the Create Once, Publish Everywhere model, how do we ensure that content behaves as expected in these different interfaces? The answer is semantic structure, also known as intelligent content. In this presentation, Lisa will provide a high-‐level overview of issues to consider and illustrate those points with a case study from the National Cancer Institute’s mobile website.
We know that a content-first approach to design is a best practice, but knowing is only half the battle. We're accustomed to our legacy workflows--and so are our clients. For years, we've trained clients to expect designs first, prototypes later, and writing last of all.
Win clients over to your new workflow by showing them what's in it for them: not just a better user experience for their readers, but a better authoring experience for the content editors.
With a CMS that lets you modify the admin interface, you can make not only the design but the CMS itself fit the content. When coupled with a responsive design workflow, setting up the model first helps clients think more concretely about:
* modular content
* prioritizing chunks for mobile, search, and archived contexts
* user roles and access
* editorial UX
This content-first approach lets you design the CMS to fit the organization's content model and workflow. You can:
* dogfood throughout the prototyping and design processes
* spot areas of confusion early
* change the admin interface
* add inline help
* plan documentation to be a backup or a last resort
Beginners guide to social media (2010 ALGIM Web Symposium)Jason Dawson
A basic introduction to social media and its uses for New Zealand local government presented at the 2010 ALGIM Web Symposium in Wellington. Includes tips on rules of engagement for social media, what works, what to avoid and who is using it in the public sector.
Absolute Beginner's Guide to Social Media MarketingBarry Feldman
Social media marketing, made simple. This is your starter guide—a fast-read eBook. What do first, then second, and a series of steps and strategies are explained for the absolute beginner.
SOCIAL MEDIA MARKETING IN BRIEF, V.01 03.31.152015 Digital Book World. 2015
Contributors: Peter McCarthy, Beth Bacon, Editors of Digital Book World
Editor: Rich Bellis
Are you a small business owner looking for ways to grow your business? Are you looking to attract more leads to your business, or have heard about Social Media Marketing, Here’s all you need to know as a small business owner to begin increasing revenues using social media.
How the new Facebook news feed affects your churchumcom-marketing
On March 7, 2013, Facebook announced its first major update to the news feed since the feature launched seven years ago.
The new look will be more visually-focused and based on Facebook’s research that shows almost 50% of news feed postings are rich in visual content.
What does this mean for how your church or organization shares content? We’ll guide you through some of the changes and leave you with takeaways to implement immediately.
Fan Engagement: The Why and the How.
When working across multiple digital platforms, especially with creative endeavors, branding is becoming increasingly important amid a sea of media.
Search engine optimization and social media marketing are both critical to the success of your online marketing strategy. With the increase influence of social signals on search engine results make the relationship between SEO and SMM more important than ever before.
PSAYDN Annual Retreat 2013
New Trends in OST: Badging, Social Media and the Maker Movement
Connecting Programs and Families
Learn about some of the newest trends making an impact in the out of school time field.
Understanding Social Media for Connecting Programs
and Families.
Have the power to leverage the internet to reach clients more effectively.
Marketing, Prospective Clients,
Creating a Sense of Community,
Improving Communication,
Eye on the Competition.
Heather Oxenford, LifeSpan Childcare
One piece of content can now appear in a wide range of platforms and devices, including Web, mobile Web, apps, e-books, and print. As we expand the scope of the Create Once, Publish Everywhere model, how do we ensure that content behaves as expected in these different interfaces? The answer is semantic structure, also known as intelligent content. In this presentation, Lisa will provide a high-‐level overview of issues to consider and illustrate those points with a case study from the National Cancer Institute’s mobile website.
We know that a content-first approach to design is a best practice, but knowing is only half the battle. We're accustomed to our legacy workflows--and so are our clients. For years, we've trained clients to expect designs first, prototypes later, and writing last of all.
Win clients over to your new workflow by showing them what's in it for them: not just a better user experience for their readers, but a better authoring experience for the content editors.
With a CMS that lets you modify the admin interface, you can make not only the design but the CMS itself fit the content. When coupled with a responsive design workflow, setting up the model first helps clients think more concretely about:
* modular content
* prioritizing chunks for mobile, search, and archived contexts
* user roles and access
* editorial UX
This content-first approach lets you design the CMS to fit the organization's content model and workflow. You can:
* dogfood throughout the prototyping and design processes
* spot areas of confusion early
* change the admin interface
* add inline help
* plan documentation to be a backup or a last resort
Rehearse for Real Time (SMWi-Austin 2017)Lauren Teague
Rehearse for Real-Time: Preparing for the Moments That Make Content Great, as presented at Social Media Week Independent Austin on February 27, 2017. Real-time marketing doesn’t afford the luxury of time, abundant resources, or an array of tools. Having a plan is key to owning the moment, whether you are covering an event or forced to quickly react. You will learn how to commit to your audience’s experience through purposeful channel selection and cohesive storytelling. To have Lauren Teague present this as a breakout or workshop, please visit laurenteague.com
FRANkademy: Social Media Strategy for B2BFRANk Media
FRANk Media | FRANkademy is a social business workshop by FRANk media in Melbourne, Australia.
We share our best tips for a successful social media B2B strategy including social media tools, ROI, social media monitoring and reporting.
FRANKademy also includes a couple of case studies of B2B businesses which employ a successful social business strategy already.
Enjoy and please get in touch if you have any questions!
frank@frankmedia.com.au
The CMO's Guide to Hiring for Content Marketingcontently
By 2019, content marketing spend will be $319 billion, and content marketing job listings have grown 350 percent since 2011—which means you need to know how to staff a content team.
No matter your company’s size or strategy, this guide will help you hire the right talent. You’ll learn about:
— The hiring trends top brand newsrooms are embracing
— How to align your hiring plan with a strong content strategy
— Best practices for scaling your team over time
— What to look for in each role, from strategists to editors to multimedia talent
— How to secure and allocate your content budget
2017 projects to be a year where social and content marketing make a major leap forward. Social is swiftly moving into the center of marketing plans for brands in China.
In 2016, there were a number of important developments that inform the year ahead, including; the rapid emergence of live video, further integration social with ecommerce, and increased investments into social ads and KOLs.
In this social marketing preview of 2017, we have highlighted 10 trends that will prove to be critical for marketers. The trends represent the most current conversations taking place with brands and agencies in China.
These trends are placed in the context of China as a digital-first market - with hot competition between Alibaba and Tencent for dominance.
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
Learn how to convince others of your UX ideas by understanding them.
We are good in designing usable and engaging products and services. We understand the user's needs and have a toolkit with dozens of deliverables. But for some reason it remains difficult to sell an idea or concept to team members, managers or clients. After this session that problem will be solved!
Selling your ideas and convincing others is one of the most undervalued assets in our field. This ranges from convincing a colleague to use a certain design pattern to selling research to your boss and convincing a client to go for your concept. You can come up with the best ideas in the world, but if it is presented in the wrong way these ideas will die a lonely dead. This is sad, because everybody can learn how to bring a message across. The main thing is that you know what to pay attention to.
In this session I will take you on a journey through the world of presenting ideas. We will move through the heads of clients and your colleagues, learn what their thoughts and needs are. We will move to the core of your idea and into the world of psychology.
Go Viral on the Social Web: The Definitive How-To guide!XPLAIN
Creating a Viral Content success story has no recipe. It has a lot of variables, not all of which can be controlled by a Brand. However, this deck offers you the ideal How-To approach in creating tasteful, inspired Content that will help your message stand out from the information noise on Social Web and make people eager to share it around.
Social Media Psychology by Grass Roots Media.pptxChelsea Millar
To capitalise on your social media audience's innate behaviour you need to understand a little psychology so you can create interesting and undeniable social media content.
In this presentation, we discuss the effects of Dopamine and Oxytocin on your audience's desire to engage with your content, and therefore brand online.
We then go on to discuss the art of the 'sharing of content' on social media platforms and why this strengthens relationships.
Finally, we discuss four areas of psychology that will help you understand why and how to position your brand's content strategy to make the most of humans' innate ability to be 'social.'
Who are we?
Grass Roots Media is a social media and marketing consultancy, based in New Zealand, who help food and fibre businesses tell their stories online through creative content and audience engagement.
'Let's build your brand online - together!'
Humans devote about 30–40% of all speech to talking about themselves. But online that number jumps to about 80% of social media posts.
Why? Talking face-to-face is messy and emotionally involved–we don’t have time to think about what to say, we have to read facial cues and body language.
Online, we have time to construct and refine. This is what psychologists call self-presentation: positioning yourself the way you want to be seen.
A library social media manifesto | #VALA2022Ned Potter
My talk for the #VALA2022 conference in Melbourne. Watch the full video of it here: https://youtu.be/rkLFM2SddCM
This is inended to apply to all sectors of librarianship, and is potentially relevant to all non-profits. Discussing purpose, personality, coordination, empathy and analytics - to refresh and re-energise your organisational social media and marketing.
If you want to book a marketing or social media workshop for your organisation, get in touch at www.ned-potter.com
Become A Social Media Influencer: Get Followers and Get Noticed!UnitedChurchofChrist
Do you think social media isn't necessary for your career or company? Are you tired of making Facebook posts, tweeting, or posting on LinkedIn and feeling as if no one is listening?
This is the presentation for you! It's time for you to learn why it's necessary to have a strong PERSONAL presence on social media and how to make that presence become a reality.
Presented by:
Marchae Grair
United Church of Christ
Social Media Associate
Brian Solis joined the Radian6 folks to chat about his book Engage! and break down some of the core concepts of social media engagement in a business context. This is the presentation he created for that Webinar.
This is a team session that I lead in January discussing the importance of Social Media Optimization including: social media tactics, social media analytics and techniques to aid in community management for social profiles of all different kinds.
Users were also asked to tweet their questions during the luncheon to contribute to discussion later.
This is a presentation given for a group of International Management Accountants in Northwest Arkansas. Helping them understand the value of social media for an organizations.
The 5 W's of Building and Growing Your Online PresenceDerek Rice
Social media allows people to share instant feedback about companies — positive and negative — with friends and followers. It also allows companies to join the conversation, establish themselves as respected experts and influencers within their fields, and to become a trusted friend. All it takes is an active, engaged, and loyal online community. If you build it, will they come? Probably not. But your chances increase if you build a strong foundation. So how do you do that?
Inform, Organize, and Persuade in a The Digital AgeLauren Glickman
In today’s interconnected world, communications strategies and tactics are changing by the minute. Social media has become a key communication channel that allows you to define your personal or business brand in a space where consumers, policymakers and others are having conversations. Take the lead in cultivating your presence – in your own words, with your own stories – so that others will not have the opportunity to do it for you. This seminar will explore how a strategic, creative and cultivated social media presence can help you raise the profile of your organization, and get you noticed – in all the right ways!
Similar to Why Behavioral Psychology Should Inform Your Social Media Strategy (20)
Grow Your Reddit Community Fast.........SocioCosmos
Sociocosmos helps you gain Reddit followers quickly and easily. Build your community and expand your influence.
https://www.sociocosmos.com/product-category/reddit/
Your LinkedIn Success Starts Here.......SocioCosmos
In order to make a lasting impression on your sector, SocioCosmos provides customized solutions to improve your LinkedIn profile.
https://www.sociocosmos.com/product-category/linkedin/
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
https://www.sociocosmos.com/product-category/youtube/
Improving Workplace Safety Performance in Malaysian SMEs: The Role of Safety ...AJHSSR Journal
ABSTRACT: In the Malaysian context, small and medium enterprises (SMEs) experience a significant
burden of workplace accidents. A consensus among scholars attributes a substantial portion of these incidents to
human factors, particularly unsafe behaviors. This study, conducted in Malaysia's northern region, specifically
targeted Safety and Health/Human Resource professionals within the manufacturing sector of SMEs. We
gathered a robust dataset comprising 107 responses through a meticulously designed self-administered
questionnaire. Employing advanced partial least squares-structural equation modeling (PLS-SEM) techniques
with SmartPLS 3.2.9, we rigorously analyzed the data to scrutinize the intricate relationship between safety
behavior and safety performance. The research findings unequivocally underscore the palpable and
consequential impact of safety behavior variables, namely safety compliance and safety participation, on
improving safety performance indicators such as accidents, injuries, and property damages. These results
strongly validate research hypotheses. Consequently, this study highlights the pivotal significance of cultivating
safety behavior among employees, particularly in resource-constrained SME settings, as an essential step toward
enhancing workplace safety performance.
KEYWORDS :Safety compliance, safety participation, safety performance, SME
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANEFebless Hernane
Using Google Teams (G-Teams) is simple. Start by opening the Google Teams app on your phone or visiting the G-Teams website on your computer. Sign in with your Google account. To join a meeting, click on the link shared by the organizer or enter the meeting code in the "Join a Meeting" section. To start a meeting, click on "New Meeting" and share the link with others. You can use the chat feature to send messages and the video button to turn your camera on or off. G-Teams makes it easy to connect and collaborate with others!
Unlock TikTok Success with Sociocosmos..SocioCosmos
Discover how Sociocosmos can boost your TikTok presence with real followers and engagement. Achieve your social media goals today!
https://www.sociocosmos.com/product-category/tiktok/
The Evolution of SEO: Insights from a Leading Digital Marketing AgencyDigital Marketing Lab
Explore the latest trends in Search Engine Optimization (SEO) and discover how modern practices are transforming business visibility. This document delves into the shift from keyword optimization to user intent, highlighting key trends such as voice search optimization, artificial intelligence, mobile-first indexing, and the importance of E-A-T principles. Enhance your online presence with expert insights from Digital Marketing Lab, your partner in maximizing SEO performance.
Exploring The Dimensions and Dynamics of Felt Obligation: A Bibliometric Anal...AJHSSR Journal
ABSTARCT: This study presents, to our knowledge, the first bibliometric analysis focusing on the concept of
"felt obligation," examining 120 articles published between 1986 and 2024. The aim of the study is to deepen our
understanding of the existing knowledge in the field of "felt obligation" and to provide guidance for further
research. The analysis is centered around the authors, countries, institutions, and keywords of the articles. The
findings highlight prominent researchers in this field, leading universities, and influential journals. Particularly,
it is identified that China plays a leading role in "felt obligation" research. The analysis of keywords emphasizes
the thematic focuses of these studies and provides a roadmap for future research. Finally, various
recommendations are presented to deepen the knowledge in this area and promote applied research. This study
serves as a foundation to expand and advance the understanding of "felt obligation" in the field.
KEYWORDS: Felt Obligation, Bibliometric Analysis, Research Trends
This tutorial presentation offers a beginner-friendly guide to using THREADS, Instagram's messaging app. It covers the basics of account setup, privacy settings, and explores the core features such as close friends lists, photo and video sharing, creative tools, and status updates. With practical tips and instructions, this tutorial will empower you to use THREADS effectively and stay connected with your close friends on Instagram in a private and engaging way.
Buy Pinterest Followers, Reactions & Repins Go Viral on Pinterest with Socio...SocioCosmos
Get more Pinterest followers, reactions, and repins with Sociocosmos, the leading platform to buy all kinds of Pinterest presence. Boost your profile and reach a wider audience.
https://www.sociocosmos.com/product-category/pinterest/
Telegram is a messaging platform that ushers in a new era of communication. Available for Android, Windows, Mac, and Linux, Telegram offers simplicity, privacy, synchronization across devices, speed, and powerful features. It allows users to create their own stickers with a user-friendly editor. With robust encryption, Telegram ensures message security and even offers self-destructing messages. The platform is open, with an API and source code accessible to everyone, making it a secure and social environment where groups can accommodate up to 200,000 members. Customize your messenger experience with Telegram's expressive features.
This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
This is the place where you become a Digital Marketing Expert.
Project Serenity is an innovative initiative aimed at transforming urban environments into sustainable, self-sufficient communities. By integrating green architecture, renewable energy, smart technology, sustainable transportation, and urban farming, Project Serenity seeks to minimize the ecological footprint of cities while enhancing residents' quality of life. Key components include energy-efficient buildings, IoT-enabled resource management, electric and autonomous transportation options, green spaces, and robust waste management systems. Emphasizing community engagement and social equity, Project Serenity aspires to serve as a global model for creating eco-friendly, livable urban spaces that harmonize modern conveniences with environmental stewardship.
Why Behavioral Psychology Should Inform Your Social Media Strategy
1. MEASURE FIRST, MAKE LAST
A Study in Social Media Behaviors
Kyle Babson | Summer 2016
2. How do you create content
for your social media channels?
If you’re like most social media marketers, your
publishing schedule is based on some vague idea of
“engagement” or “community.” It’s easy to get into the
bad habit of only thinking about metrics after you’ve
published. You post a video and then realize it received a
lot of shares. Or maybe a graphic you tweeted got a ton of
likes. Only after the fact do you dig up more precise
numbers to see how your content performed.
3. But what if you could create content
with the end goal in mind from the
very start? What if you understood
exactly what motivates specific
outcomes from your followers?
The particular action we desire
should greatly influence how and
what we make.
4. Creating content for social media isn’t rocket science, but the
concepts of immediate response, advocate amplification, and direct
conversation make social channels completely unique as a content
distribution system. Never before has the success of our marketing
content been so immediately measurable in so many ways.
Impact can be measured with likes, ambassador amplification with
shares, conversation with comments, and interest with clicks.
5. This wealth of data makes it more
important than ever to know at the
outset which metrics are important to
us. If every data point is of equal
importance, we’ll drown in numbers.
The best strategy is to focus a campaign
on a single outcome and create our
content accordingly.
Let’s take a step back and identify our
desired outcome very specifically
BEFORE we make the thing we’re
going to broadcast.
6. But what does that look like?
With these thoughts in mind, let’s answer a few behavioral questions that will help us understand the why,
and then the how of creating content for the four main outcomes on social. First up, the humble LIKE …
How does
content
created for
impact …
… differ
from content
created for
amplification?
How and
why does
content motivate
action?
What factors
influence how
that action is
manifested?
7. What is a LIKE?
The LIKE is the low-hanging fruit of social media outcomes. Its ubiquitous presence across the three major
platforms makes it easy to understand, and the most frictionless of the potential actions consumers can take on
content.
The LIKE is the “wordless nod of support in a loud room. It’s the easiest of yesses, I-agrees, and me-toos” said Erin
Morgan in her manifesto on quitting Facebook.
8. Why do we LIKE?
We LIKE things we like. Sounds
obvious, and it is, but what’s behind
that? We LIKE things that affirm who
we are and what makes us unique.
A photographer may LIKE great
photos because it affirms who she is
as a judge of good photography. A
craft beer connoisseur may LIKE a
post from his favorite brewery
affirming his knowledge of excellent
beers – not just because he likes the
beer on a surface level, but because
it confirms his self-definition of
someone who knows the difference
between good and bad beer.
9. 170
LIKES PER
SUBJECT
95%
ACCURATE
DETERMINATION OF
PERSONAL
CHARACTERISTICS
The research supports this idea. In a recent study at the University of Cambridge,
researchers found they could determine personal characteristics such as race,
sexual orientation, political affiliation, gender, and age with up to 95% accuracy
by examining an average of 170 likes per subject.
The things we LIKE quite literally define who we are.
10. We also LIKE to affirm others. We LIKE to show our support for
things we care about, a cause we’re advocates for, or people we
love. A LIKE is an example of “Virtual Empathy” according to
Larry Rosen, Ph.D., a professor in the department of psychology
at California State University.
Dr. Rosen describes a LIKE as capable of conveying a “solid
feeling of caring and kindness” to a recipient.
11. So, how do we use this
understanding to achieve more
LIKES for our social media content?
For your content to achieve your
LIKE goals, it needs to take a strong
stance. It must make a specific
statement that is relatable to some
groups, but not others. A LIKE affirms
that you fit into the category reflected
in the content. A LIKE confirms this
aspect of yourself. Content created
for everyone doesn’t affirm
anything about anyone.
How do we earn LIKES?
12. This content series is built
around the idea of providing
Tequila Rose’s primarily female
audience with excuses to get
out of bad dates. The Tequila
Rose brand is predicated on
the idea of female
empowerment and friendship
among women.
These posts affirm those
values, celebrate the bond
between women, and make a
strong statement in favor of
female friendship over dates
with men. If you’re a woman
who has wanted to get out of a
bad date, you can definitely
relate to this idea; if you’re a
man, not so much. Remember,
content created for everyone
doesn’t affirm anything about
EXAMPLE
13. So, in generating social media content for LIKES, think about what
topics affirm the values of your followers, and ask yourself these
questions.
1. Who is your brand? Who are your followers?
2. What content can you create to celebrate the unique thing
you’ve identified in answering these questions?
3. Additionally, who is your group not? (For your brand to be
something, it must not be something else.)
Don’t be afraid to put your foot down for what you believe in. A firm
understanding of both these characteristics can help you craft content
rooted in the values you share with your followers. If you do that,
you’ll get LIKES.
14. WHAT IS A SHARE?
The action goes by different names…
share, retweet, regram, reblog, etc…but its
importance is easily understood. It’s an
amplification of a message to an audience
who wouldn’t normally hear it.
A follower who rewards you with a share
has become an advocate, which is possibly
the most valuable social media outcome we
can hope for. As much as we like to claim
the opposite, a share is an endorsement.
15. Why do we SHARE?
A good way to think about shares is
as merit badges on a sash. Social
users add ideas, beliefs, and
statements from other people and
brands to their profiles as a means
of self-definition. A share is to say,
“me too” in the most public way
possible. It shows other people
something about ourselves,
something we believe in or
something we like.
16. How Do We Earn Likes?
Jonah Berger, professor of marketing at the
University of Pennsylvania’s Wharton School,
describes this idea as “social currency.” He says,
“you need to create … something
that makes people feel that they’re
not only smart but in-the-know.”
Everybody wants to be regarded as
knowledgeable about something, even if it’s
something as trivial as cat memes. Retweeting
and sharing relevant content is one way to achieve
that feeling.
17. Tack on the feeling of involvement and
you’ve got a clear motivation to share.
Sharing can make us feel like we’re a
participant in the world, or in a specific
conversation.
Twitter especially thrives on the idea of
real-time conversations. It’s the digital
town-square where we go to discuss
current events. But we can’t be experts
on every topic, so instead, we find
someone who echoes our opinion.
18. If we can share a friend’s language
on a current issue, it’s an easier way
to join the conversation.
Microsoft Research, in a 2010 study,
found that many Twitter users
reported “favoring retweets
of time-sensitive material and
breaking news.”
The only thing better than a merit
badge is a NEW merit badge.
19. Create merit badges for your
fans. Craft content in such a
way that your audience would
be proud to pin it to their
profile. Give your community
members something that
helps them define who they
are in the public arena.
For Elanco’s Trifexis brand,
the primary goal in social
media content development is
amplification.
How do we get shares?
In this Facebook post, you can
see a clear assertion, if only in
jest, placing dogs above people.
Here you’ve got a strong
statement, that appeals to, and
affirms, the feelings of dog
lovers. A share of this post from
a dog lover is a way of saying,
“see, I’m not the only one who
feels this way.”
A share of this post is like adding
an “I LOVE DOGS” pin to a
follower’s sash.
EXAMPLE
20. Thanks to studies by Buffer and
others, we have definitive evidence
that social media content with a visual
element drives higher engagement.
Especially when it comes to shares.
Merit badges are visual.
Content without Visuals
Content with Visuals
150%
GREATER
ENGAGEMENT
UP TO
21. The difference is the strength of the
emotional response and the simplicity and
meaning of the message. If your message is
difficult to understand, it doesn’t do the job
of self-definition.
In a study by Cornell researchers on
the effect of wording on message
propagation, they attributed success in
social media sharing to a strategy of
“mimicking news headlines.”
In other words, content that is most likely to
achieve shares will be clear, self-contained
statements that almost tell you the entire story.
A SHARE IS NOT SO DIFFERENT
FROM A LIKE.
22. What is a COMMENT?
Comments take social media responses in a more open-ended direction. Instead of the single-motion of a click to
LIKE or share, a comment requires more involved thought, and more complex physical actions. According to
Moira Burke, Ph.d., a research scientist at Facebook, “‘composed communications’ are more satisfying than ‘one-
click communication’—the lazy click of a like.” So, comments are more gratifying for the recipient, but also require
a deeper connection from the commenter.
23. If a LIKE indicates an appreciation for
something, a positive comment must
express a significantly stronger
approval. Or, on the other hand, a
dislike strong enough to warrant
expression.
A unique aspect of comments,
relative to other social media actions,
is the capacity to show both positive
and negative reactions. In both
cases, the emotional response must
be sufficient to make the effort of
having an independent thought and
demonstrating it.
24. In the second bucket
are comments that
have a strong
negative reaction
to the content.
“I disagree with this
statement, and the story is
entirely incomplete until my
disagreement has been
added.”
“Yes, I agree with this post,
and here’s my personal
take on the topic to
complete the story.”
First, much like an
improvisation,
many comments
are “yes and…”
in nature.
Social media users are
motivated to comment
to complete a story. To
generate a comment,
the social media content
must begin a narrative
that to the commenter,
is incomplete. Social
comments generally fall
into two buckets.
25. Giving in to the strong urge we feel to finish a
story has benefits beyond immediate gratification.
Studies show that we also comment to relieve
isolation. It makes sense that by sharing our
opinion, we feel part of the community…we feel
connected around an idea or thought. In Dr.
Burke’s studies, she found that
“participants in composed
communication became less lonely.”
Giving credence to the thought that a virtual
community is not so different from a physical one.
26. How do we get comments?
If a comment on social media completes a story in a commenter’s mind, then social media content that prompts
comments leaves room for that narrative to be completed or customized. To do this well:
Tell enough
of a story to
engage your
audience.
Leave
a bit of
possibility at
the end.
Crack the
window at
the end of
your story.
Don’t slam
the door.
Questions are an obvious way to achieve this, but subtlety is often better. A sense of mystery allows space for your
audience to speculate and discuss the meaning beneath the surface.
27. The band Coldplay displayed
this way of thinking in its
recent Facebook
announcement of an
upcoming world tour. By
giving no other details than a
hashtag hinting at a tour, fans
were left with an incomplete
story, and an opportunity to
complete it with guesses as to
where, when, and how the
tour would happen.
Music fans love to surmise tour
schedules of their favorite artists,
Coldplay just took this natural
instinct and provided some
fodder for the conversation.
EXAMPLE
28. So, in generating social media content for comments, use
your natural social skills, and ask yourself these questions:
1. What kind of topics prompt interesting
discussions in your community?
2. What are your fans already discussing?
The answers to these questions could be fantastic content
themes engineered to generate comments.
29. Comments are a unique
social media engagement
action, and should be valued
accordingly. Thanks to a
study by Locowise, we know
that 96% of engagements
are LIKES compared to just
3% comments. So treat that
“composed communication”
like the rare thing it is.
LIKES COMMENTS
Small in number.
Mighty in impact.
30. The goal of generating clicks stands out
from the rest of our social content objectives
in that the content we create for this purpose
is meant to take the user away from the
social network rather than to engage with it.
A LIKE is a LIKE, a share is a share, but
what lies behind a click can be incredibly
varied. Brands use clicks to sell products, to
disseminate information, to start a free trial,
to sign-up volunteers … the options are
limitless.
WHAT IS A CLICK?
31. Why do we CLICK?
A click is a manifestation
of a belief that the action
will bring you closer to a
thing you want. That
could be a product, an
opportunity, or just
information. We click on
links in social media
content when the copy
and image elicits a strong
emotional response. A
feeling of desire around
the topic of the post. We
hope the click will provide
a resolution to that
response.
32. How Do We Earn Likes?
Think about clickbait for a second. Headlines like
“The Shocking Truth about Clickbait will SHOCK
you!” Why do phrases like that work? Primarily
because they create a sense of mystery.
They create a gap “between what we
know and what we want to know…”
according to George Loewenstein of
Carnegie-Mellon.
If we don’t click to remove that gap, we’ll feel
emotional consequences. We’ll feel deprived by
the missing information or opportunity.
33. That said, there’s a caveat here. The
sense of mystery alone is not enough.
We must also believe that the potential
value behind the click will be greater
than the effort required. To take the
action of the click, we must feel secure
in the sense that the reward is greater
than the investment required to attain
it. If we don’t, we won’t click.
34. How do we get clicks?
(Align your goals. Create the gap.)
To create the urge to click is a tall order. Social media users want to
use social media. They’ve decided to spend their current moment
browsing Twitter, or scrolling through Instagram. They don’t want to
click your link. To surmount that hurdle you need to change the
primary want in the user’s mind. The only way to do this is to align
your goals with your users. Put yourself in their shoes. You have
something to sell, or something to be watched or read, or something
to sign up for. How does that “thing” align with your follower’s goals
of feeling smart, or saving money? Understanding the primary wants
of your followers is crucial here. If you can do that, you’ll know how
your thing can help them.
35. Once your goals are aligned, use mystery to create the gap we learned about from Loewenstein. Pique curiosity in your
followers to a level that’s uncomfortable to resist, but don’t give away all the details. According to a study at CalTech,
curiosity follows an inverted U-shaped curve depending on how much we know about a given topic.
We’re most curious “when we know a little about a subject (our curiosity has been piqued)
but not too much (we’re still uncertain about the answer).”
WE KNOW
A LITTLE
WE KNOW
A LOT
SWEET
SPOT
36. Here, eBay has something that
appeals to users who want to
improve their cooking. The
product and the phrasing in the
copy creates a strong sense of
mystery. They don’t tell you
exactly what the product is, only
that it’s something cooks are
talking about.
As a user interested in becoming a
better cook, you’re left with the
gap between what you know about
cooking, and what this product
could do to make you better.
CLICK.
Align your goals.
Convey part of the
value you have to
offer with a sense
of mystery. Make
it easy.
EXAMPLE
37. TYING IT ALL TOGETHER.
We all know we’re supposed to tell stories on
social. But how complete those stories are
should depend on our goal. The outcome we’re
going for will dictate if we tell the ending or
not. Now, if our desired outcome is LIKES or
shares, we want to tell a complete story. Our
followers aren’t going to share an incomplete
message that won’t make sense to their
followers and friends.
Additionally, if a story isn’t finished, you won’t
get LIKES either. A story without a conclusion
will have a hard time affirming something
about someone.
38. On the other hand, if we’re aiming for
clicks or comments, a story with a
cliffhanger can be used to our
advantage.
Placing a bit of mystery behind a click
creates that a discomfort that makes a
user unable to resist, and leaving room
at the end of a story provides an
opportunity for a user to complete it
themselves with a comment.
39. How complete should my social media story be?
INCOMPLETE
STORIES
COMPLETE
STORIES
LIKES SHARESCOMMENTSCLICKS
40. The commonality in our approach to achieving all four possible goals we discussed is to
remembering to put ourselves in the shoes of our users. As humans, we’re selfishly focused
on our own self-preservation, and this carries over to social. We LIKE content that affirms
who we are, we COMMENT on content to customize stories the way we think they should
be, we SHARE to show others who we are, and we CLICK because we believe there’s
something that will benefit us. Keeping this top of mind, and focusing in on one desired
outcome is the key to creating a piece of social media content that achieves clearly defined
goals.
MEASURE FIRST, MAKE LAST.