5 Social Media Studies That Can Make Your Social Media Marketing Strategy Better

There is no denying that the social media platform is one of the most powerful communication tool ever invented. Nevertheless, social media is relatively in its infancy. We experiment and learn as we use them on a daily basis. On the other end, new studies about social media and how it affects our lives are continuously commissioned by individuals and groups. Any digital marketing agency can learn a thing or two from the outcomes of these studies.


1) To publish or not to publish

Most of us have been there, we are about to post something but changed our minds in the end. Having second thoughts in publishing updates in social media, as it turns out, is a commonplace. A 2013 study conducted by Sauvik Das and Adam Kramer confirms the existence of ‘last-minute self-censorship.’ About 71% of 3.9 million Facebook users filter a written content seconds before publishing them. We do so because of the perceived impact of our post on whoever will read or view it. This is especially true on posts and comments we intend to publish on groups. On average, users chose not to submit 1 in every 5 status updates and 1 in every 3 comments.


Key social media marketing takeaways

Unfortunately, there are individuals and groups (even those big brands) that sort to unethical practices on social media. If some people can practice self-censorship, why can’t you? No wonder there are many social media scandals. Remember that our social media profiles are an extension of our online business presence. It is our responsibility to protect our online reputation and continuously build the credibility of our brand.


2) Happiness is contagious

Emotions can be very contagious offline and online. This is revealed by a 2013 study that measures the contagion of emotional expression. The setting is during a rainy day when negative emotion-based posts are more rampant. Despite posting mostly negative updates, it showed that a post may spread to various parts of the globe where it is not raining on the very same day.

Another study about how emotionally-charged posts can affect the mood of the person reading them reveals that our emotion is indeed contagious regardless of whether there are direct interactions or none. In this experimental study that involved 680,000 users, fewer positive posts were made when positive posts from their news feeds were removed. And, this resulted to more negative posts. The same goes with when negative posts were removed that resulted to more positive posts and fewer negative posts.


Key social media marketing takeaways

There is a motivation behind every post. It only means that digital marketing agencies must do everything in its capacity to come up with accurate user personas to make your brand messages more targeted. Further, it would be better to publish positive posts only since they can influence the mood of your audience. The next time you update your Facebook page, ask yourself: Will this make my public happy?

Now, what you should do about negative comments on your brand is to address it right away. This will keep the negativity from spreading around.


3) First impressions last

Profile photos say a lot about you. Based on a study entitled ‘Misleading First Impressions: Different for Different Facial Images of the Same Person,’ conclusions are drawn on any given image within just 40 milliseconds. Our judgment also vary based on context. For example, we have perceived appropriate images for political campaigns. As such, even the slightest change in facial expression can differentiate a trustworthy person from someone as cannot be trusted.


Key social media marketing takeaways

For some of us, this is one aspect of social media marketing that we can bypass. Nonetheless, it is always advisable to A/B test the profile pictures that you put on social networks. You want to create an image of professionalism, right? If possible, make use of a picture that speaks volume about how proficient you are as a CEO, for instance.

Be reminded that if you are going to update your profile picture on LinkedIn, do the same for other professional networks such as Facebook Page, Google Plus Page, etc. The practice, whereby your audience sees the same profile photos on various platforms, could mean serious business on your side.


4) Selective sharing

Sharing is a must nowadays, and the claim does not refer to the lifeblood of all things viral. A survey by Ipsos reveals that 24% of social media users share everything about their lives while 19% don’t share anything somewhat. The rest, thereby, shares selectively.

In a Washington Post article, sharing is also different for different people. Asians, Africans and Latin Americans tend to overshare while the Brits undershare. Perhaps, sharing can be considered as triggered by culture.


Key social media marketing takeaways

When you post something on your social networking sites, make sure that it resonates with your intended audience. Every social network has its filter features that you may utilize to your advantage. Avoid remarks that qualify as racist by sharing contents that are in line with the user’s norms. This is how important knowing who your audience is and that includes their demographics.


5) Sense of belonging

Social media communities are here to stay for good. In a study published in the Journal of Social Influence, those who are active on Facebook (and other social media) have a greater sense of belongingness. The study includes two groups of participants. The first group is allowed to be active on Facebook for 48 hours while the second group is subjected to laboratory-based Facebook activities. The first group reported having high levels of belonging and meaningful experience.


Key social media marketing takeaways

Strive to build meaningful conversations around the brand as well as generic conversations. Be discreet because the latter is not an appropriate venue to promote your products and services. Your goal should be adding value to the conversation itself and not to self-promote.


Evidently, there is psychology behind how people behave on social media. All the things that we can learn from this we can apply on our respective social marketing strategies.

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