Experience vs Memory in Social Media Marketing
Just watched this +TED
video recommended by +AJ Kohn
. While it speaks about our overall perception of happiness, I think it has profound implications for social media marketers, because by the nature of what we do, we work in both the realms of experience
and of memory.
That is, in our social media engagements, we are having and creating experiences, very often in real time, with others. And sometimes those experiences, in the moment
don't go as we would desire. There might be misunderstanding or even conflict. We worry that we've "blown" it with this person, and they will likely never become a prospect, let a alone a customer.
But the research shown by the presenter in this video shows that our experiential
happiness is quite different from our remembered
happiness. That is, our experience in the moment can be one thing, but that does not necessarily dictate what our memory
of the overall experience will be.
And, the presenter tells us, it is remembered happiness that makes the decisions.
One of the key predictors for how an experience will be remembered is how it ends. Research shows that for groups of people who go through an unpleasant experience, those who have less unpleasantness toward the end will have more "memory happiness" toward the experience than those who experienced unpleasantness right up to the end of their experience.The Implication for Social Media Marketers
I think this translates to our encounters and engagements on social media. How we end an engagement is likely how it will be remembered.
If you get into an unpleasant engagement with someone, seek to end it as well as you can. If you can bring some positive resolution, it is more likely that the other person will remember the whole experience more positively, and thus end up being positive toward you and your brand.
We've probably all experienced this, if we think about it. Maybe you've contacted a customer service representative about a missing reservation. At first she seems unable to help you. She tries various resources but is not getting you satisfaction. You're growing more irritated by the minute. Then suddenly, hey presto! she finds a solution, and actually upgrades your reservation. Yay!
Chances are good that your memory of the encounter will be positive, and you will have a positive feeling toward that brand, and perhaps even recommend it to others.
How you end your engagements may be more important than anything that happens during your engagements. Memory makes the decisions!