Do You Trust the Internet?

We enjoy so many benefits from the advancements in search and mobile technology, but with the good, comes the corrupt.  If you haven’t checked in on the digital industry lately, fasten your seat belt.  Here’s a glimpse into a world that is collecting your data and your children’s data and making intelligent connections to predict your feelings, stances, tendencies, and more. The question is, what are you going to do about it?

Why Privacy Is a Big Deal251_5117

Based on a survey of 2012 consumers, Accenture, a digital marketing company, reports that “The vast majority (80 percent) of consumers aged 20-40 in the United States and the United Kingdom believe total privacy in the digital world is a thing of the past, and nearly half (49 percent) said they would not object to having their buying behavior tracked if it would result in relevant offers from brands and suppliers.”  You might not see it or understand it, but collection of your family’s Internet history, face profiles, store behaviors, and even school test results are regularly recorded through Internet, video, and audio monitoring.  You don’t know who sees this information, how they react when they see it, and what conclusions they draw.

It’s true that many good people use data to keep society safe, bring better search results, find medical cures, or improve shopping experiences. It’s equally true that evil can corrupt good intent.

We can look back in history and find many examples of governments, leaders, and companies that became powerful and rich and were willing to step over and hurt many people to achieve their goals. In fact, we can see these behaviors today.

On the other hand, sharing data is a way to move our society forward a little faster.  After all, any tool or device has potential for good or evil. What comes of your data depends on the persons using it.  But, do you know those people? Not so much.

How is your information collected?  Here are a few of the most common places and what you can do to minimize how much is shared.

Through Search Engines

Search engines like Google, Bing, and even Facebook and Twitter track what you visit on the Internet, how long you stay on each website, and how often you go back to certain websites.  This information helps search engines determine how to sell what you’re interested in seeing or anticipate what you’ll want next.

Many leaders in digital technology believe that access to your actions, patterns, and thoughts is necessary to better deliver accurate search results. People, communities, and even the computers themselves can learn from data to better society.

Website owners know how many people visit their websites, what links they click, the time of day they visit, the city they visit from, their default language, and what keywords people typed into search engines to get there. While the website owners don’t see exact names and addresses from Bing, Google, or Duck Duck Go, search companies do know who you are by your computer’s IP address or cookies.  An IP address, or Internet Protocol address, is your computer’s personal address and is a series of unique numbers separated by periods. Cookies are pieces of data left behind in your computer that track what you do online.

Search engines also charge your favorite stores fees to advertise to you.  Google knows a lot about what you like and dislike, the type of person you are (based on what you do or don’t search), your age, and how you might react to certain ads based on all of the data it has collected through the years from your Google searches, You Tube views, cloud storage, map and location data, use of Google Chrome, and sent or received email content.  Yes, that’s right.  Email content. If you own a Gmail account, Google scans the content of your emails and shows ads related to what you wrote or opened, so that you’ll click on those ads and buy products or services.

Data for the Government

Police and investigators used information from mobile phones, license plate recognition technology, cell phone towers, and surveillance cameras to track down the Boston bombers in 2013.  Government authorities monitor citizen Internet activity- even the activity of those who aren’t known criminals.

Frontline produced The United States of Secrets, in which it explains how the government changed its privacy policy after September 11, 2001 to get around Google’s filters, in order to learn a lot about each and every citizen. The government argues that it has a right to see everyone’s data in order to keep the United States a safer place to live.  Edward Snowden, a former intelligence analyst for the government, didn’t think it was right that the government monitored citizens without their knowledge, so he gave secret documents to a couple newspapers.  Some consider Snowden a hero, while others think he’s a traitor.

Through Retailers

When you submit personal or financial information to a company, the company will connect a lot of the data about what you do to your account. They might even give or sell that information to other companies.

When you scan a “loyalty card” or download coupons online, you might receive savings, but grocery stores are really interested in what you buy, how often you buy, and how to sell more items to you. Retailers often have security systems in stores that recognize faces to make sure you don’t steal.  These same security systems can also analyze how customers shop through the store and compile traffic patterns into heat maps. Stores and malls are now using beacons and geo-fencing. Both forms of technology know when your phone is nearby down to the inch. Retailers want to know this information in order to offer you incentives to buy products on the spot.

At a leading, 2014 Internet retailing conference, a sales person for a data collection company shared some insights about her company’s work with a top children’s book publisher.  You might even have an account set up online with this company.  The sales person said that this publisher “wanted to create a master profile across all of their different business units.  They have e-books. They have printables and they send flyers home to schools.”  The publisher uses software with a special algorithm that can tell when parents are shopping for all of their children verses when each child is shopping for himself or herself- even when multiple children are sharing one account with their parents.  The software gathers information about specific behaviors and shows books based on what it knows about who is probably using the account.

The algorithm knows who you are based on your mouse movements and quickness. For example, an adult’s eyes usually first look at the top left of a new web page, while children first tend to look at the bottom right. Where you hover your mouse and where you first enter the publisher’s website are also monitored. Kids tend to use wish lists and ask for every book in a series more than adults do.  Kids click on icons like hearts more than they click on words like, “I like this.”  The publisher has worked with this data collection company for five years to learn customers’ behaviors on its site and create special algorithms that increase sales from this data.

The sales person said, “We track everyone. It doesn’t matter if you’re an adult or a child. The thing is exposure. How do you expose our data and what, from a privacy standpoint, is okay to expose about a child and what is okay to expose about an adult?”

So what is okay?

“For this particular publisher, they will not do marketing for people under the age of 13.” So if children visit different websites after visiting the publisher, remarketing isn’t used.  Remarketing, is tracking your behavior as you visit other websites and then serving up ads about, say, about certain books you like from the publisher’s website. If you’re over 13, this top publisher will try to get you to buy books, even when you’re not thinking about buying books, by serving you ads when you’re browsing other websites.  Keep in mind that this is one publisher’s guidelines.  Another company might track and retarget with ads at much younger ages and be okay about it.  Any company that stores all of this information about you and your patterns, might use it or release it to others- anyone they choose- when you or your kids are older.

This technology exists across all the websites you visit.

Instagram, Twitter, Facebook, and other Social Media Websites

What do the thumbs up signs mean?  It’s not only a way of connecting with your friends, it’s a way to see who your good friends and family members really are and the areas, hobbies, or activities you like.  This information, along with sharing your image or commenting on a friend’s photo can again be collected to create profiles about you and to create great products you like or shape the nature of search information provided to you.

Earlier this year, Facebook allowed researchers to make it hard for some users to log in by accusing them of being hackers.  The researchers wanted to test how people would react to negative events.  Many people feel that allowing researchers to frustrate Facebook customers went too far and was wrong.  Who were the researchers and why were they given access to these accounts?

Facebook has since clarified its privacy policy and is even working on a way of helping you to police yourself before you post damaging photos.

Privacy Boundaries

There are many different opinions about privacy and data protection.

In Julia Angwin’s article for the WSJ, she says that, “My children, whom I will call Woody and Harriet, are 6 and 9. They use fake names online—always. They use software to block online tracking, and instead of Googling homework assignments, they use a search engine that doesn’t store any data about their queries. They have stickers that cover their computer cameras. Harriet, my older child, uses an encryption program to scramble her calls and texts to my cellphone, using passwords that are 20 characters long. Why go to such extremes at such a young age? Because if I don’t do anything to help my children learn to protect themselves, all their data will be swept up into giant databases, and their identity will be forever shaped by that information… Even worse, if my children leave their data lying around, they will face all the risks of what I call our ‘dragnet nation,’ in which increased computing power and cheap data storage have fueled a new type of surveillance: suspicionless, computerized, impersonal and vast in scope. Criminals could use my kids’ data to impersonate them for financial fraud. Extortionists could seize control of their computers’ Web cameras and blackmail them with nude photos. And most terrifyingly, their innocent online inquiries would be forever stored in databases that could later place them under suspicion or be used to manipulate them financially.”

On the other hand, twelve-year-old Grant, started making You Tube videos about fire safety when he was eight years old.  He is serious about wanting a career in this area.  He candidly reviews fire safety products for his audience and is steadily building a following within the fire safety industry. The Internet has been instrumental in advancing his skills and interest at an early age. It has been a wonderful teacher and avenue for networking!

Different adults will look at this issue differently, so it’s important to talk about it with your own children. Review the below checklist of actions you can take to keep your data safer.

Privacy Checklist

  • Regularly clear your search history and cookies on phones, tablets, and desktop computers.
  • Pause before letting someone interview you, take your picture, or record your voice. Newspaper articles and television interviews are especially hard to remove from the Internet. Do you really want this event on your record?
  • Search your name on the Internet and ask sites to remove PDFs, articles, images, or quotes that make you feel uncomfortable. Some sites will honor your requests.
  • Use fake names and accounts when shopping. Don’t answer surveys.
  • Stop publishing selfies. Don’t share all of the details of your life in a blog or social media post.
  • Go back through all of your social media accounts and delete old posts, pictures, and videos.
  • Ask school leaders how your district is preventing data from being shared with online testing companies and their partners.
  • Search with alternative engines like Duck Duck Go or use Google’s Incognito mode, which reduces the amount of tracking of your data.
  • Avoid giving personal information about yourself to a stranger online- even if they appear to be a kid.
  • Kids, don’t download files, pictures, or songs or click on links without a parent’s approval.
  • Use anti-virus and anti-spyware software.
  • Consider encrypting all of your emails, calls, and texts. There are many apps and software programs out there.
  • Cover the cameras on your phones, iPads, and computers.
  • Watch what you say, what you do, and what you wear in public.  Most places- schools, stores, neighborhoods, and city streets videotape and monitor you.

Just remember, though, unless you’ve stayed off of the Internet over the last couple decades, much of your information is already known.  You also have to ask yourself, is extreme self-consciousness worth your peace?  With over 7.1 billion people on the planet, all of your data mixed with everyone else’s data is frankly, a lot of data for others – or even computers to dedicate time to dissecting.  Of course, if you’re Sony execs today, you’re sweating thinking about every single email that was ever sent and what was said in those emails. Trusting the Internet with your information is a very individual choice worth serious thought and reflection as you move forward into 2015.

~Jean

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Filed under Business Strategy, Customer Profile, Education Strategy, Leadership, Reputation Management, School Websites, Social Media

Will You Jump on the DogPile Search Engine?

If you haven’t at least checked out DogPile, you should. You may be wondering why it’s worth your time, but keep in mind that as content creators, sticking to one search engine limits us. If we don’t utilize all the available tools, we’re shortchanging ourselves and not finding as much information as we could. With the amount of information at our fingertips, why wouldn’t we take advantage of the wide array of search engines to find the best, most relevant information possible?

How is DogPile Different?

DogPile finds results in a different way from more traditional search engines. When you type a word or phrase into DogPile to search, it pulls together all of the best results from the leading search engines and eliminates the duplicate results. By weeding out the doubled results, you’re being presented with the best results possible from a variety of search engines. Because each search engine has their own particular method of searching for the answers to your questions, you will be given the most relevant answers and websites in the quickest amount of time. DogPile is beneficial in their speed of delivery. They do some of the extra searching for you! Bing boasts “less time searching, more time doing,” while the winning feature of DuckDuckGo is that it doesn’t track you. DuckDuckGo claims it gives instant answers with few or zero clicks and is customizable. However, in the About section of their site, DogPile claims, “In the end, you’ll get a list of results more complete than anywhere else on the web.” This sets DogPile apart from the variety of other search engines available.search

What Are the Current Rankings?

When looking at rankings among various search engines, according to Search Engine Land, the top five search engines in late 2013 were Google, Bing, Yahoo, Ask.com, and AOL. However, DogPile has put a slight crimp in that lineup. In October 2014, when the phrase “search engine” was typed into Google, DuckDuckGo, and Yahoo, the second result was DogPile. To illustrate the different in search engine techniques, when “search engine” was typed into Bing, DogPile was the first result, followed by a Wikipedia definition, then Google as the third result, and Bing itself as the fourth.

However, when looking at search engine traffic, the results are a bit different. While there has been a steady decline in traffic since 2013, Search Engine Watch reports that Google still ranks number one with 31% of the search engine traffic—the other four search engines in the top five list each brought less than 1% of the traffic. Another point to note is that, while Google hosts seventeen times the combined number of visits of the other search engines, they rank lower when it comes to how engaged their customers are. Ask.com, Bing, and Yahoo seem to provide results of better quality with less result pages to wade through. If DogPile does the work for us of compiling the most relevant results from the top search engines, we’re sure to see an increase in DogPile’s search engine traffic.

By using all the resources available, including a variety of the top search engines and DogPile, the most relevant information will be at your fingertips. If you haven’t jumped on the DogPile search engine yet, now is the time to check it out!  ~Holly

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Filed under Content Marketing, SEO (Search Engine Optimization)

Best Practices When Handling a Media Crisis

Whether social media, print media, or televised media, disastrous accidents seem to inexplicably occur, usually causing massive uproar among both followers and critics. Media crises happen in a variety of ways and on a wide range of forums. By planning ahead and having a solid strategy in place if a media crisis should occur, your company and your reputation have a better chance of coming through unscathed.bomb

Prepare Your Company

The first step in preparing your company to handle a media crisis is to determine what a crisis is and what is not. According to Convince and Convert, there are three main characteristics to look for when determining whether or not your situation is a crisis.

  1. Does your company only have the same information as the public?
  2. Has the general criticism from the public taken on a different tone than normal?
  3. Does the situation have the potential to materially impact the company as a whole?

These are all warning signs that your situation has become a crisis. Make sure your employees know what to look for and offer examples to eliminate any confusion.

Another important preparation step is to set up a chain of command for the response team. Lay out a plan for whom to call for which type of crisis. Email updated versions of your chain of command to your employees quarterly to ensure everyone is kept informed and prepared. Your employees will also be better equipped to handle the onset of the situation if they know exactly whom to contact.

Handling a Crisis

Follow these basic steps to deescalate a situation that is beginning to boil.

  1. Acknowledge the crisis.
  2. Respond first where it started, then turn to other outlets.
  3. Be genuinely sorry for what happened.
  4. Give people one place to find all the information concerning the crisis.
  5. Give people a “controlled forum” in which they can vent about the crisis.
  6. Know when to not publicly respond anymore—a third response is simply turning communication into an argument, so instead give out your email address and phone number and encourage the person to contact you directly rather than go back and forth on an open forum.
  7. Prepare and inform your workers.
  8. Document and analyze everything and thank those who defended you.

(Jay Baer, Convince and Convert)

How can handling a crisis apply to content creation? In many ways, whether that content is found on social media, print media, or televised media. Social media ambassadors make mistakes, as do journalists and writers for news programs. Even content on e-stores has been incorrect before. By not only being prepared to handle a crisis, but taking steps to prevent improper and unfinished content from surfacing, content creators play a part in avoiding media crises altogether.

If and when something slips through the cracks, content creators are instrumental in helping to diffuse situations—company representatives often turn to content creators.  It’s especially important to know the signs of an impending crisis, but it’s also important to know the proper steps to take in order to properly handle the crisis. Prepare and inform your employees, prepare yourself, and create a chain of command in order to follow the steps to handle a media crisis. ~Holly

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What Have We Learned about Consumers from Parsing Big Data?

If you’ve shopped recently (whether in a store or online), you may have been asked for a phone number or email address, or maybe both. Have you ever wondered why you’re being asked for information more often than previous years? The answer is simple—companies are gathering data and watching buying patterns to learn more about consumers as a whole. Even if your information isn’t collected, your transaction is later analyzed to determine when certain items were bought and what to send to that store’s inventory for the following year, as most companies base their performance against last year’s (LY’s) numbers. This data that is collected is referred to as big data, a term that is essentially used to explain the large growth and quick availability of both structured and unstructured data and information (SAS).

Categories of Data

The SAS Institute explains three categories often looked at when analyzing this data: volume, velocity, and variety. While the volume of data being collected is growing higher all the time, storage of the collected data is not as big a problem as it previously was—data storage costs are decreasing. So, with the volume of data being collected at a fast pace, the question becomes how to determine the relevance of the data collected and how to make the data valuable. Data comes in a wide variety of both structured and unstructured formats—everything from structured numeric data (such as data gathered from transactions) to unstructured text documents such as emails or social media activity.

What Can the Analysis of Big Data Change?

In an article with Forbes, we learn from Kurt Abrahamson (CEO of ShareThis) exactly what can be done with data gathered. Data gathered by companies through social media is as simple as clicking a “like” button on something and then “sharing” it on with your friends and family on a social media network. Whether it’s an article, a blog post, a product, a video, or anything else you can think of, once it’s “liked,” analytics companies create a profile which is then given to advertisers. This is how major companies reach out and find new customers.

Once companies have data on potential customers, they must find a way to appeal to new customers while keeping current customers happy. Thinking about this from a content perspective, we must sell products (in a storefront or online) by making them appealing to customers. In a physical store, the story is told with the products themselves, through the way they are organized. However, as Internet Retailer points out, many more consumers are shopping online. This means that insightful content is going to continue to be valued on company websites.icons

Specific and detailed descriptions of products and services will make a huge difference when it comes to the success or failure of e-stores. Look at some product descriptions on an e-store. Are they clear and concise? Do they give you a reason to want the product? Is there a way for the product to be rated by the consumer? Perhaps they even suggest a use! For example:

  • These jeans are made with a stretch denim and come in a variety of sizes to fit everyone.
  • Our most-loved, boot-cut jeans feature the classic, 5-pocket design and are made with soft, stretch denim. All are available in sizes 0 to 13!

Which would you buy?

What Does Big Data Tell Us About Consumers?

Essentially, by watching and tracking what is bought and read online, we can learn a lot about consumers. There are some things that are bought a certain seasons, such as school supplies. However, when a family that buys the standard yearly school supplies also buys a new laundry hamper, shower caddy, storage totes, cleaning supplies, and a closet organizer, it’s an indication that they are either moving or their child is going away to college—that’s a major life change worth tracking. According to an article in the New York Times, the most common time of life for buying patterns to change is around the time a child is born. Not during the planning stages, but during the last few weeks leading up to the birth and the first few weeks after, when parents are exhausted and begin weighing options of cost, brand, and reviews. After the baby is born, parents are often hit with a massive flow of offers, deals, coupons, and other things pertaining to their new baby—content and reviews may play a part in which product parents will buy.

Analyzing big data can tell us a variety of things about consumers—what’s going on in their lives, what their favorite brands are, during what time of year they purchase certain items, and so on. Companies are also able to make data-driven decisions about what products to bring out at what part of the year, what products are in a higher demand with consumers, and even in what part of the country certain products sell better. By tracking and gathering data, companies will be able to watch where the traffic is going to better concentrate their marketing and content efforts. ~Holly

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Filed under Analytics, Business Strategy, Holiday Blog, Merchandising, Product Descriptions, Sales

Seven Ways to Improve Your Local Content

Local SEO is important for neighborhood businesses, but it’s increasingly competitive to score in the top three local results. Having better content than your competition remains key to gaining extra visits.  Keep in mind the following seven marketing strategies to improve your local content.

Get Detailed

What makes your service or product better?  Don’t skim the surface.  Provide depth, but don’t ramble.  You want to sound like the local expert by providing helpful resources to would-be customers.  If you are the local expert, get your fans and customers to talk about their experiences via Facebook, Twitter, and G+.

 Appeal to the Eyes

Take extra measures to include photos which look of professional quality on your webpage.  If this means hiring out the work, do it.  This small investment can bring in a great increase in revenue.  The same goes for web design. Your homepage should reflect the quality of your goods or services, all while being aesthetically pleasing.  Search engines are moving toward more visual searches, and you don’t want to be left behind because of a shoddy homepage. Plan out your keyword navigation and do include video.

Claim Your Company

Chances are there is already a location listing for your business.  You simply need to claim it and verify the information as correct.  You should do the same with your Google+ page.  Incorrect location information can mean a big hit to your business.city

Verify Yelp and City Search

Take the time to examine the correctness of the information on CitySearch and Yelp if they are applicable to your business.  The information included on these databases is sometimes incorrect or out-of-date.  Do not be overly concerned if you see some negative reviews as you do this.  If you know you are offering the finest quality goods and services, the positives will shine through in the form of favorable reviews.

 Pinpoint Your Location

One of the simplest practices to increase local content is to include your business address and phone number on each page of content on your webpage.  This ensures identification of your location regardless of the current page being viewed.  Your goal is to give contact information each precious moment someone is visiting your page.  If a potential customer has to take the time to search for this information, they will probably move on.

Team Up With Other Locals

Collaborate with like-minded local business owners with an agreement to recommend their business on your site in exchange for recognition on their site.  This sign of goodwill can provide a boost for each party, yielding positive return to your local culture.  All this is the recipe for a win-win situation.

Go Mobile

In a world of mobile devices, modern customers are on the move.  Reliance on mobile devices drives the market for a mobile presence.  Make your website mobile-responsive so customers can have a better browsing experience when viewing your website on smart phones or tablets.  Be sensitive to the appearance of your content pages on mobile devices.  Try to steer clear of using technology such as PDF or Flash, which are less usable on many popular mobile devices.

Finally, brush up on Google’s Pigeon update and then make necessary adjustments to your local profile.

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Filed under Algorithms, Local, Mobile, SEO (Search Engine Optimization)

Who is Madeline Hunter and What Would She Say About Your Conference Presentation?

Let’s face it.  Nobody likes to sit through a boring presentation.  So, why do so many presenters put together information in a manner that is undeniably boring?  If you are regularly presenting information to audiences or if you are working on a one-time conference presentation, there are methods to delivering the necessary information in engaging and interesting ways without compromising the message.  In fact, following Madeline Hunter’s model for learning will result in an audience that takes away the information you’ve presented, tucked away in their minds and ready to be applied to the desired situations.table

Madeline Hunter was an American educator who developed a teaching and learning model which was widely used by schools during the last part of the 20th century.  Her model, the Instructional Theory into Practice teaching model (ITIP), is a direct instruction program which identifies seven components for teaching.  These include knowledge of human growth and development, content, classroom management, materials, planning, human relations, and instructional skills.  Hunter is most widely known for her instructional model.

You may ask how an educational strategy relates to your upcoming conference presentation.  Any presentation is a means of educating an audience.  Viewing one in such a manner and modeling it as a lesson will yield positive results, including better understanding and applicability of the information.  Include the following components of Hunter’s Instructional Theory Into Practice (ITIP) in your next conference presentation, and it will be a success.

 

  1. Set (Hook)

The set is a tool used to gain the interest of the audience, while introducing the material to be learned.  This is often presented as a handout upon entering the conference, an ice-breaker game which ties into the material, an overview of the material, or a video to give an overview.  This aspect of the presentation is of utmost importance, as it sets the tone for the entire presentation.  Set the stage for an interesting presentation with a clever opener.

 

  1. Objectives

We learn more effectively when we know what we are supposed to learn and why we should learn it.  When you are presenting information, you will be more effective if you have the same information as well.  The objective, or purpose, of the presentation includes why the audience needs to learn the objective, what they will be able to do once they’ve learned the material, and how they will be able to demonstrate that they have learned the material.  The equation for the objective is:  The Learner Will Do What + With What + How Well.

 

  1. Teaching

The new knowledge you are bringing to the table must be presented to the conference audience in the most effective manner.  Some examples are discovery, discussion, reading, listening, and observing.  Take a good look at the material you will be covering, the audience demographics, the setting, and the tone of the conference.  Think outside the box with your presenting, or teaching, style.  Discern which manner of information transmission will be the most effective for your situation.  Each presentation should be unique, since the contextual circumstances are unique for each conference.

 

  1. Guided Practice/Mentoring

In this portion of the presentation, allow the audience to practice the new learning under your direct supervision.  Lead the audience through the necessary steps in order to perform the skill you’re teaching using a tri-modal approach.  More simply put, this approach involves hearing, seeing, and doing.  Tailor this portion to your specific needs.  This portion may also be omitted if the setting and material does not necessitate it.

 

  1. Closure

Presenters often errantly fail to utilize this step, which is important in the learning process.  Ask the audience to tell you or show you what they’ve learned.  This can be achieved in a variety of ways, but the bottom line is that the audience is demonstrating the acquisition of knowledge.  Interesting forms of this are mini-presentations, demonstrations, or skits by groups created during the presentation.  Quizzes or tests also demonstrate this.  It is important to view this as not necessarily an end point, but more of a final check for understanding used at the conclusion of the presentation.

If you employ the model introduced by Madeline Hunter when preparing for your next conference presentation, you will surely create a successful experience for everyone involved. ~Tricia

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Filed under Conferences, Keynote Ideas, Speeches

Who is Carl Jung and What Would He Say About Social Media Marketing Today?

Whether you use the Internet as a vehicle for delivering your business webpage, selling products, or educating, you’re probably always trying to better understand and connect with customers.

There is a ripe market for business growth directly stemming from social networking.  A smart strategy is to delve into the psychology of the audience at hand.  Let’s take a look at what psychologist, Carl Jung, who founded analytical psychology, would say to better employ your marketing strategy.

Jung developed theories of psychological types, including introversion and extraversion, as well as other sound psychological theories.  The current Myers-Briggs Type Indicator Test, or MBTI, has been developed based on Jung’s theory of psychology types.  Jung would consider his audience when marketing through social media.

How the Myers-Briggs Test Relates to Social Media Marketing

Using the MBTI test, people are classified as being introverted or extraverted, sensing or intuitive, thinking or feeling, and judging or perceiving.  This information can be applied to social media users and platforms.  According to recent studies, “more introverted people use Facebook as a way to socialize without the commitment of human interaction.” Extraverts were much more likely to “air dirty laundry” on Facebook.  According to CPP, introverts are involved with this form of social media, but are more often found silently observing.  Social media users who are classified as intuitive are more likely to use Linked In and Twitter.  Extraverts are also more likely to be involved in social media during working hours, while people guided by feelings are more likely to use social media during personal time.  Consider this when timing announcements according to your audience.  Since two-thirds of online adults are using social media of some sort, it is important for marketers to see this as a window of opportunity to achieve positive results for business growth.  In order to achieve the desired results, consider the target audience.

smile

Catching Attention and Getting Interest

Since the natural focus of the extravert is the external world, use the social media platforms which focus on others to cater to this personality type.  Instagram and Facebook are great vehicles.

Taking in Information

Those with sensing personality types take in info in a sequential manner, making Twitter the perfect avenue for marketing when targeting this group.  The social media platform which will be most effective for the intuitive types is Facebook, where viewers are able to see the big picture, including a link to a web page, where information can be spelled out, as these personality types like to take in the big picture.

Making Decisions

While people with thinking personality types like to make decisions by stepping back from the situation and taking an objective view, those with Feeling personality types make decisions by stepping into a situation and take an empathetic view.  If you are trying to reach Feeling personality types, appeal to the senses.  Use Instagram or other visual Social Media sites with a strong emphasis on the visual in order to gain favor.  Stick to more factual, spelled out types of media, such as blogs and podcasts for thinkers.

Responding to the Outside World

Individuals with a judging personality plan ahead, for example, meeting deadlines in a scheduled way, while those who are more perceiving employ a more spontaneous approach to meeting the deadline with a rush of activity.  Tweeting as a form of marketing is more effective for the perceiving types of audiences, while blogs and forums are more appealing to the judging types.

 What Would Carl Jung Say?

It is important to consider your audience when marketing. Match your targeted persona’s personality type to the medium most often chosen by that personality and then deliver messages in the styles that the personality generally prefers.  You’ll soon be on your way to a more successful, social media engagement! ~Tricia

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Filed under Audience, Capturing Audience, Marketing, Personas, Social Media