The power behind the psychological aspects of Social Media Marketing

The focus of tonight's lecture at Aventis School of Management was on the Psychology of Social Media.

There were a few interesting points raised and certainly insights gained as we went deeper to explore the issues. So what are social media users looking for when they indulge themselves on a social media lifestyle? What are some universal psychological traits of humans which marketers must consider when launching any social media campaign. The fundamental answer to this is akin to all our innate needs we have in this world. There are  7 As of social media marketing which we need to understand as a social media marketer.

The need to be Acknowledged
We are on social media for various reasons. When we first sign up for social media accounts, the need to be acknowledged is high especially when we do not have many friends/ users to begin with. The hand is raised up and they simply want you to notice them. Acknowledge their existence and you will find they'll start to adore you. 

The need to be Acclaimed
We all want to be praised, applauded and get recognition for what we do. Likewise in the realm of social media, users are looking for opportunities to get recognition and praises through the work we do or simply by who we are.  give praise to your influencers if they have done well spreading good news about your brand.

The need to be A part
This is a no brainer. People connect on social media communities to get connected. The need to form a community is always evident on social media as we spend many hours online. We are never alone on Social media.


The need to gain Attention
Most people desire some form of attention. For example when someone follows you on twitter, you've gain attention. The attention could also come from a  blogpost when they write something on your blog. As a marketer, conversation is critical in the social media zone. The ability to hold 'capsule conversation' is of critical importance. If you see a conversation on twitter, join the conversation and perhaps point the conversation to any blog feeds or links. Pay attention to some folks who are trying to get your attention.
Remember 'Conversations rule'!

The need to be Approved of
People love to be approved of, esp when they put themselves into a world they are unfamiliar of. Most people who embark on social media usage are looking for approval esp when they are new to it. A simple thank you to these people will go a long way. Most marketing on social media starts with an emotional context. When someone approves of somebody, that person is more likely to resonate with that someone. People who feel approved of, are opened more emotionally to you.

To be Appreciated 
Everybody likes to be appreciated. Who doesn't? Many people on twitter/facebook are great at giving appreciation. The easiest way to gain trust is when they feel that they are appreciated. As a social media brand person, give appreciation occasionally to social media users who blog about you, talks about you or even @mention you on their tweets. Openly let them know you appreciate them for what they do online. Be real. And it doesn't cost you much.

To feel Assured
People want to know they are going the right direction. People in social media need to know they are doing the right thing, being with the right person and taking the right action. You need to assure them that they are heading the right direction. When you consistently hold conversation and showing them that they are a part of who they are, they will give you their loyalty.

Knowing the 7As will certainly enhance our work in social media marketing. The power behind the psychological aspect of marketing is definitely a force to be reckoned with. Know these principles and try to weave them into your social media strategy. Engagement level will be at an all time high.