The 7 principles of influence for Facebook
The business application of psychology has been growing for years and Facebook is also eager to use it. See how you feel when you are back on Facebook after a while and you see all kinds of red buttons in the top right. This gives you a shot of dopamine – an addictive brain chemical associated with rewards – that makes you feel good. facebook addiction is now an official form of internet addiction.
There are all kinds of ways to unconsciously influence people. Some of these you may have heard or seen (only this week for $9.99!), others will be new to you. At the end of the day, it's all about whether you offer your customers a valuable relationship. In addition to the physical product such as the car, there is also the derivative product that determines how you feel in the car as a consumer: safe in a Volvo or sporty in a BMW. The following psychological principles can also be applied to Facebook:
1. Being present on Facebook subconsciously helps people to think about your company or product. according to Daniel Kahneman take we take more than 600 decisions per day, 99 percent of which are unconscious;
2. Are you or your staff in the photo on Facebook? The clothing of the employees in a photo influences the experience. A traditional apron at the bakery, butcher or shoe seller automatically and unconsciously makes you think that the staff has professional knowledge. A white coat works the same. We are sensitive to authority: it gives us confidence, discovered Milgram in his famous experiment in 1961. Authority also shows you with logos, labels, reviews or comparisons, an expert recommendation, awards and large numbers. Such as: “Discover over 9,000,000 articles” on Bol.com.
3. This ties in with our tendency to similarity. Solomon Ash discovered that if you are in a group in which everyone gives an incorrect answer to a question, counteracting it produces the same brain activity as with pain. We are herd animals, so we are sensitive to messages that show the opinion or behavior of the majority. Such as: “90 percent of hotel visitors reuse their towel”. Do you feel the dot dot? An event where 'everyone' goes is more likely to entice Facebook fans than an event to which dozens of people are invited but only one person attends. Jens Kraus and John Dyer showed that a minority of five percent is enough to lead a group of more than 200 people to a particular location.
4. according to Cialdini are we also inclined to dedication and consistency: if we have chosen something, we quickly go for it again. That's why salespeople can ask you short questions that you can only agree to: nice weather huh? Cup of coffee? Add chocolate? So you get to the main question – can I pack it for you? – also says yes. Facebook is ideal for this, because you can easily take care of the first commitment and break the main question into small yes questions. For example, if you are a motorcycle dealer, you can start with a photo of the beautiful spring weather, then a video of a beautiful motorcycle trip, then show a well-maintained motorcycle and end with a photo of your service employees and a sharp offer for a APK inspection.
5. Another influencing principle of Cialdini is sympathy: we are more likely to buy from someone we like than from someone we don't like. That's why salespeople are often nice people. Sympathy also comes with beauty, and beautiful people are therefore better at persuasion according to chaiken. So rather opt for photos with beautiful people to post on Facebook. In addition, it arouses sympathy to speak the same language and show the similarities with your fans.
6. Give limited choice if you ask your Facebook fans something. Psychologist Barry Schwartz proved that an abundance of choice paralyzes rather than helps. So if you interact with a post that lets your fans make a choice, two choices works better than nine.
7. It principle of reciprocity states that when you get something from someone, you affectionate want to give something back. For example, give away something of value on Facebook in a promotion. Fresh fish courier Bert de Groot put his company in Den Helder on the map by regularly giving away fish, and several companies followed this successful tactic.