Deciphering social networking web marketing psychology

In today's internet age, it can be said that the era of social networking, with the rise of social networking sites, brand marketing is no longer limited to the PC-side ads, how to run a good Twitter account, Facebook homepage for the brand's user stickiness and awareness, also more and more important. However, the current brand of social networking site marketing strategy, mostly around the creation of more brand-related promotion, and rarely stand on the fan's point of view, publish what they really want to see.

Fans are not a mere ad recipient, they need more interesting, personalized, and pleasantly surprised content. As a result, every time the brand is published, it should be carefully designed and made as much as possible to your content.

Here are some very practical tips for psychology:

Know your audience

Before you post a status, you should first realize that no matter where your fans come from or what age you are, they are concerned about two things: demand and desire.

The so-called demand is the essential thing in your life. Desire refers to things that are not indispensable, but which you may be considered to greatly improve the quality of your life-brands need to focus on the latter. No one will care about you because it's a brand's homepage and they'll be your fans because they like you. At the same time, the content of brand publishing should be more interesting, fun, even wise, nostalgic, thought-provoking.

Normal people are more likely to respond to content that touches their emotions. Knowing your audience also means you need to find out what really touches your fans ' feelings, because fans don't really want to see the brand's copywriting or advertising, they want to get information, entertainment, or inspiration from it.

Strong reason to reply

There are two very good examples to illustrate this: a few days ago, Facebook had a crazy photo (pictured below), and the father and his daughter bet that only when the photo was "like" more than millions of times could the daughter have her own puppy. In the end, the figure "like" number of more than 2 million, and its homepage is also a viral extension, with ferment like pictures of people like the parent's homepage.

Another example Poultrykeeper.com's boss bluntly said that employees on Twitter are a waste of time, so the same staff bet: "The tweets (see below) for the employee, each time the boss gives the employee 50 pence, if the tweet hasn't been turned over 10 times, the employee gives the boss 10 pounds." In the end, the tweet was turned 22,000 times and the employee received a 1100-pound bonus.

These two examples are all from the start of the bet, it is easy to arouse people want to help the weak mood, and "like" and "forwarding" are free and convenient.

It is noteworthy that these "like" and "forwarding" can not be directly into fans, and occasionally may attract a wide range of attention, with high exposure rate, if often used, not only ineffective, but also cause fans tired. If you want people to be your fans, you have to create some value for them.

Set a clear goal for a task

The concept of "gaming" in the 2011 was a real fire, although it did not really scale, but it is worth affirming the effect of the brand to the user to set a short-term goal. Set short-term goals for users, not only allows users to really participate in, but also to pull more potential users, and will be a big task, divided into several practical objectives, "coaxing" users more participation in the increase in brand awareness also has a very good effect.

Ford has used the Instagram platform to set off a fiestagram boom. During the one-month event, Ford will take a lucky user every week to participate in the final lottery of the Ford Fiesta car as long as the user uploads photos related to the Ford Fiesta. Ford by this activity, not only in the Instagram to get enough exposure, by setting a clear phased goal, but also to allow more users to participate in the interaction with the brand.

Create a sense of intimacy

Only when the user has a sense of identity to the brand, it will be recommended to friends around. It's never easy to build intimacy between a brand and a user. If your brand has already created a public homepage on many social networking sites, it proves that you have a plan to bring the brand closer to the user.

Although the status and tweets are a good way to get attention, the more effective way is to take the initiative. Do not only care about how many times you have been @, but to seriously treat the content of user feedback. On the public homepage of each major platform, read each feedback carefully and answer their questions as much as possible. Users rarely expect a company to take the initiative to give them a helping hand, but whenever there is a company to do so, not only for users, is a surprise, the brand itself, there are very positive promotion effect.

Wake up the emotion

The content that wakes up the user's inner feelings is easiest to get back, and usually nostalgia is a subject that never goes out of date and can get positive feedback. Many nostalgic applications and Web sites can fire up, also illustrates this point.

Whether you found something in the office or at home, remind you of your memories, take a photo attached a warm text, sent up. Although this may not be related to your brand, it doesn't matter, it's important that you get positive feedback, in this way, to increase the interaction between your brand and your users, and not to limit your content to your branding.

Keep making surprises.

The same content can easily lead to the user's disgust, there is nothing more than the expected content, more unattractive. Find ways to make your content broader and more appealing, and it's a good idea to give users the urge to guess what you're going to post next, and the benefit is that a lot of people will become your fans because of curiosity and turn into your users.

Sending videos, asking questions, voting, and linking to other playful content are simple and effective ways.

The power of the picture

On each big website, the picture's forwarding and the reply rate, also is more than the text. The text needs to be read from beginning to end, and the video will take you a whole period of time, and the picture will not have two problems-what you see is what you get.

Naturally, if you want the published picture to be more informative, you can add a little comment to it, and finally attach a link with complete information.