Self-deception and filters

A great article in the Boston Globe this weekend on how people will totally ignore facts when there minds are made up.

http://www.boston.com/bostonglobe/ideas/articles/2010/07/11/how_facts_backfire/?s_campaign=8315

Again, it shows the power of emotions in driving our behavior. I really like the finding that when people have higher self confidence, they are more willing to consider alternative views. Makes a lot of sense.

So, as marketers, how might we elevate a consumer's self confidence to open their consideration for our product? Hmmm...

Emotions and Social Media

Social media is driven by emotions. Whether a person will engage in a conversation or share a blog with a friend can be viewed through the lens of emotional benefits. I would argue that there are three main emotional drivers for active participation in social media. (And, most of these operate at a subconscious level.)

1. It raises my stature among my friends and within my online community
- sharing a funny You Tube clip is a good example
2. It strengthen my relationship with another person, or group of people
- sharing some medical news with a friend as an example
3. It lets me vent - do battle with another person, group, or organization
- political blogs are great examples

As a marketer, if you wish to generate the broadest organic reach with your social media efforts, it would be advantageous to reflect on your strategy and elements to see if any of these primal emotional needs are trigger. If your tweets, blogs, or You Tube uploads are not strongly evoking any of these emotions, chances are your efforts will generate very little effect for your brand.