More than you would think. We want to know what will motivate our followers to act -- and psychology can help you find out just that.
I’ve been monitoring and publishing to HubSpot’s Twitter account for the past couple of months. During this time, I've noticed that certain types of tweet copy elicit higher numbers of clicks and engagement -- and these types of copy align with several prominent psychological theories.
To help you get your followers to better engage with your brand on Twitter, let's dive into four essential psychological theories.
1) Cognitive Dissonance
This tweet got 169 clicks all because of one psychological theory called cognitive dissonance:
Cognitive dissonance refers to a situation when there are dissonant beliefs. When these conflicting beliefs arise, one feels psychological discomfort. In order to assuage this feeling, people will alter their actions or beliefs in order to restore balance.
Let's apply that to the tweet above. When the tweet says there are marketing channels that you are overlooking, but you believe that you are a good marketer that would never overlook a high-impact channel, there is psychological tension between what the tweet copy is telling you and how you perceive yourself. You click on the link in the tweet -- you want to reduce the dissonance between what someone you trust tells you and your perception of yourself.
Takeaway: Challenge assumptions that people may have about themselves. Using the knowledge about your buyer persona(s), write down some assumptions that you believe your audience has. Then craft tweets with content that contradicts those assumptions.
2) Self-Perception Theory
The following tweet was retweeted 72 times -- all because of a little thing called self-perception theory.
Self-perception theory says that people develop attitudes from observing their own behavior and drawing conclusions from it.
Someone who goes to work every day to perform marketing actions would draw the conclusion that he or she is a marketer. After coming to this conclusion, he or she would act in a way that reinforces this identity as a marketer.
People will retweet tweets that are consistent with their perception of their self. Marketers would want this specific tweet on their Twitter timeline because it shows that they are up-to-date with marketing trends.
Takeaway: Create tweets that are consistent with how your buyer personas view themselves. They will be more likely to share that tweet with their followers.
3) Extrinsic Motivation
This tweet received 175 clicks. Why? Extrinsic motivation.
Extrinsic motivation is when we perform specific behaviors in order to receive external rewards.
People like to receive things, especially when they feel like it's a reward -- so they are likely to click on links that contain something that they can benefit from. This specific tweet recognizes that our audience is on Twitter and reading this tweet, so we want to reward them with some extra knowledge.
Takeaway: Offer something of value to your audience to get them to click -- and be sure your tweet tells them what value they'll get by clicking on your tweet.
The following tweet got 356 clicks because of the psychological theory called norming.
Norming is the process of constructing norms (the standards people should follow). With your tweets, you can establish something that is usual, standard, or typical for a specific population.
Why does this work? Peer and colleague pressure is real. If a tweet brings attention to "30 terrible pieces of social media advice you should ignore," people want to be part of the "good marketer" collective that doesn’t take bad advice. They will likely click on the link to learn more about what they should be really be doing.
Takeaway: Entice people to click on a link that will show them what they should be doing or what is normal for their peers and colleagues. Words like "should" and "ought to" are great to use to put this theory into action.
Have you ever tested out other social psychological theories on Twitter? Do you find yourself clicking on links or retweeting tweets because of these theories?
My #teamelite circles have a Rock theme this time, so they are named Metamorphic, Igneous and Sedimentary and of course my Elite Inner Circle.
You may not have been included in my #teamelite circles this week. This is because I start compiling the next circles 5 days after publishing. I send a circle notification, a picture notification, and I plus mention everyone in the circle, which gives everyone three chances to know they are included. If you want to make sure you don't miss my circle posts, you should create a circle called "Notify Me", add me to it, and set notifications to "On". In any case, don't worry - you can get into next week's circles by sharing this one
* #teamelite members - see nearer the end for instructions for the next stage! #eliteinnercircle *
I have had so many great #teamelite engagers that I need three whole circles - why are they #teamelite engagers, as opposed to normal engagers? These are the ones who have shared my shared circles - you have close to 1,400 circle sharers here for you to add across these three circles. You should add people in these circles, because they are active engagers and will brighten up your Google Plus experience. I'm not sure you could handle all that Google Plus engagement, so think twice before you do so!
My #teamelite circles are extensively shared by the top circle sharers on Google Plus, so naturally, membership of #teamelite is very exclusive and there is a lot of demand to get in.
To get in, and to ensure you stay in #teamelite you need to do the following:
1. Add me to your circles, if you haven't done so already
2. +1 this circle
3. Publicly share this circle to public, your circles and extended circles. DO NOT DELETE THIS SHARE OR YOU WILL BE EXCLUDED FROM NEXT WEEK'S #teamelite OR POSSIBLY BLACKLISTED FROM #teamelite FOR GOOD
4. If possible, leave a comment on this circle so I know you have done the three steps above (I say "if possible" as my circle comments more often than not hit the 500 comment limit).
5. So I can easily find your share, always publicly share my original shared circle. You'll know if you're sharing the original one because you won't see "Jason Levy originally shared" above here. If you do see it, click on "originally shared" and it will bring you to this post.
6. You need to share within 5 days of when the circle was published, as I publish my #teamelite circles weekly, and they take me a day or so to curate. Otherwise it may be two weeks before I pick up your share and you get added to the circle again. This is especially true for my #eliteinnercircle . Therefore, for the best results if the circle is more than a week old, you should share my latest #teamelite and #eliteinnercircle circles, which you can find on my profile page at: https://plus.google.com/+JasonLevy/posts
BE THE BEST OF THE BEST:
To get into my #eliteinnercircle you need to share my Metamorphic, Igneous and Sedimentary #teamelite circles, as well as my current #eliteinnercircle circle. You can find them all here:
Elite Inner Circle:
METAMORPHIC Team Elite Engager:
IGNEOUS Team Elite Engager:
SEDIMENTARY Team Elite Engager:
#circleshare #circlesharing #sharedcircles #sharedpubliccircles #publiccircle #teamelitecircle #teameliteengagercircle #dontconfusethecircles
I don't wish to offend anyone on the internet, so if you would like to be removed from my shared circles, please send me a private message and I won't share your profile in the future. The only way being shared will affect you is that you will get notifications that people have added you. You are under no obligation to add them back to your circles. If you don't add them back, they will most likely remove you from their circles after some time.
What is aural microsuction?
Aural microsuction is a method of safely and painlessly removing was from the ear.
Oto-irrigation (what used to be known as ear syringing) has been unavailable for a long time through district nurses, as the traditional ear syringe is no longer considered best practice, and the oto-irrigation equipment is quite cumbersome. Also, there is a chance that a preexisting perforated eardrum could be undiagnosed and the irrigation process may push wax, dead skin and bacteria through the eardrum into the middle ear, with the resultant potential for infection. This is why many GP surgeries have stopped ear syringing and oto-irrigation and now refer all patients to their local ENT department for aural microsuction.
This service is free under the NHS, but the usual two week wait for syringing by the GP Practice Nurse has now extended to up to six weeks or more, as ENT clinics struggle to cope with the demand. At London Hearing Aids, we can offer aural microsuction wax removal in London, Middlesex and Hertfordshire. For more information head over to http://www.londonhearingaids.co.uk/articles/26-services/42-microsuction-ear-wax-removal-in-london.html
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gardener, family guy, photographer, publisher
professor of Marketing and Psychology
After my study Economics and International Management I picked up other studies like Marketing, Psychology, Bedrijfswetenschappen .I started working for big corporations. First as executive at Rank Xerox, few year later as a director for SONY Netherlands and as managing-director for Salespoint & Promotions. After doing so much management, hr, accountancy and marketing I wanted to have a formal computerjob; therefor I studied Oracle database programming building accounting&banking applications at FMO tripple AAA bank. I worked with Centric IT Soulutions dept. Tax & Real-Estate developing Electronic-Banking applications for the main 30 Dutch Government Cities.. In my free time i took the full study to become a professional photographer doing commercial shoots for companies like Coca Cola and McCain & Erickson just for fun because i wanted to taste the glamor. About my character: I am a positive solution thinker and like to invent new ideas. Other people often told about me that im an inspiring person a team player trying to help the other shine for the benefit of the whole group.
I play the flute mostly Mozart
Like to see my kids do goofy stuff
Like to walk with my 2 huskies to see them play and run happy
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