PR Outcomes

Bet your starting to think about next year’s social media marketing plan. And as importantly, where will social media marketing fall into the mix? Will there be more? Less? The latest Advertising Trust report from Neilsen may offer some insights to help you in your planning process.

One of the strongest reasons to increase your social media is the the number one source of consumer trust and action isRecommendations from people I know”.  Trust and action are often hand in hand, and we can’t discount the value of trust, but its also hard to measure. However, what creates trust and what creates action can be different. For example, consumers report that humorous ads resonate most with them. We know that humor is a powerful tool, especially in social media. It might be more powerful than cats, dare I say <GASP>. However, humor is rarely what makes people take ACTION.

The action taking piece is the one I’m always most interested in looking at more closely. And its really no surprise that word of mouth leads the pack. Ads on social networks have a lower trust score than they do action score. That’s actually true for several advertising types. With respect to social media, there are two key take aways:
1)  Use social to build trust and be very aware of what motivations exist for taking action.
2) The power of your tribe: when they share what you’ve got, its a more credible source. So be very aware of what and why people share on social. Tribes deeply impact our actions.

Now, the challenge with a report like this is that these results are all self-reported. The challenge with self-reporting is that people don’t always really know why they do what they do. I know, YOU always know why you do what you do. Or do you? Your motivations may not always be clear even to you. That’s why I started Captivation Motivation Training. 

Just remember, what type of message you use impacts trust and action. Decide what you’re trying to establish in every single post. Be purposeful in your social media practice and you’ll find that you can actually be more human.

 

 

 

PS: If you’d like to download the Neilsen Report for yourself: click here

The latest Advertising Trust report from Neilsen reveals some surprises, but least surprising is the fact that “Recommendations from people I know” is the single most powerful driver to product and brand trust AND more importantly, action taking. It’s true that trust and action are often hand in hand, and we can’t discount the value of trust, but its also hard to measure. However, what creates trust and what creates action can be different. For example, consumers report that humorous ads resonate most with them. We know that humor is a powerful tool, especially in social media. It might be more powerful than cats, dare I say . However, humor is rarely what makes people take ACTION.

The action taking piece is the one I’m always most interested in looking at more closely. And its really no surprise that word of mouth leads the pack. Ads on social networks have a lower trust score than they do action score. That’s actually true for several advertising types. With respect to social media, there are two key take aways:
1) Use social to build trust and be very aware of what motivations exist for taking action.
2) The power of your tribe: when they share what you’ve got, its a more credible source. So be very aware of what and why people share on social.

Now, the challenge with a report like this is that these results are all self-reported. The challenge with self-reporting is that people don’t always really know why they do what they do. I know, YOU always know why you do what you do. Or do you? Your motivations may not always be clear even to you.

Just remember, what type of message you use impacts trust and action. Decide what you’re trying to establish in every single post. Be purposeful in your social media practice and you’ll find that you can actually be more human.

PS: If you’d like to download the Neilsen Report for yourself: click here

“How can I get Twitter followers fast?”

Doing it organically. It’s so….

Boring.
Hard .
Time Consuming.

I’ve heard all those reasons and  more for why businesses and personal brands buy Twitter followers. Lately, in conversations about personal branding, this opportunity seems to be making a resurgence. Here’s the quick answer to question above: there’s no easy way.

One person I spoke to bought some kind of crazy personal branding package which included 10,000 followers, but it also included such winning tips as “How to write a book in a weekend” and tips on how to setup a YouTube channel and a video suggesting that you are an associate of a famous (still living) founder of a company whose logo looks like it has had a bite taken out of it. I mean. Are you serious?!  It made me queasy just looking at it. But after stomaching that description, I asked WHY they would take 10,000 fake Twitter followers?  I heard this, “Well, I want people to take me seriously.” After I blew coffee all over my computer screen, I suggested to this person that buying Twitter followers could actually DAMAGE their personal brand and do the opposite of what they were hoping to accomplish.

And then it dawned on me. We’re not done with this conversation and maybe a blog post is needed.  This is going to be a brutally honest, more than a little sarcastic and slightly snarky blog post. If you’re not up for it, I’ll forgive you for exiting stage right exactly now.

Thanks for sticking around.

So. If you’re thinking of buying Twitter followers, especially for a personal brand, but really, any brand at all, let me give you the reasons why buying Twitter followers is actually detrimental to your brand.

10,000 Followers and a Bag of Chips:
Will get you nothing. It takes exactly .01 second to sniff out people who have created a community and people who have bought one. So NOW you’ve just joined the legions of lunatics who don’t want to work for anything and will take any shortcut possible. Why not just sneeze on your hand and offer to shake hands with someone? Because thinking that someone can’t figure that out is about as disrespectful to them as offering them  their next winter flu.That’s an excellent introduction to your personal brand.

Plagiarists. Fakers. Cheaters. You.
That’s how it works out. If you’re selling your “worth” based on Twitter followers, then you’ve just misrepresented yourself. Your legions of bots and fake accounts won’t support your book/speaking engagements/blog posts/personal appearances. Ever. They don’t exist. They turn what is already meaningless (valuing your worth in Twitter followers) into worthless, because your audience (I use that term loosely here)  benefits NO ONE. Not you. Not anyone who hires you. You’re not adding value OR authority to your topic. Plus, how embarrassing if you get publicly outed as Mitt Romney did last year.

You’ve Just Publicly Devalued Yourself
Why not just stand on a street corner in a fuzzy bear costume with a “Book For Sale” sandwich board? This isn’t a PR stunt, it’s sad. Know the difference. And if you don’t think that you can create an audience, why would anyone else? Furthermore, you’ve essentially just said, I’m not even interesting/dedicated/clever enough to get 100 Twitter followers on my own, so I bought 10,000. So, why would anyone pay you for whatever life-changing piece of brilliance you’re hawking?

All Show. No Go.
You’re not interested in working from the ground up. Ethics? Pshaw. Appearances first, baby. You’re the Twitter equivalent of the $30,000 millionaire. Looking sharp, winner.  You’ve made everyone who MIGHT be interested in your story wondering if the story is authentic at all? What’s real and what isn’t?

Me. Me. Me. 
Buying a Twitter audience says you also don’t care about anyone else but yourself. It says “I’m selfish”, in that spoiled child sort of way.  You just can’t help yourself and you don’t want to. Its alll about you. You’re not interested in actually CONNECTING on Twitter or creating an audience. You’re not interested in learning the “rules of engagement” because you’re above all that. Your needs come first and you’ve never given any thought to how you might actually add genuine value to other people…especially people with less than 10,000 followers, I mean, you wouldn’t deign to stoop to the level of the little people, would you?

Most people get SOME fake followers at some point. But when you’re entire “audience” is fake, it’s just painful to witness. I know why its attractive. It’s easy to get caught up in the “Twitter count” hype. But really. It’s sort of like cheating on your taxes, it catches up sometime..and for what? You’re better than that. If you don’t believe me, maybe you’ll believe someone with a lot of Twitter followers:

(if you can’t see the video, click here)

PS: Think “everyone” does it? Check for yourself: http://fakers.statuspeople.com/

Image Credits: Oleg Znamenskiy / Shutterstock.com