Using Emotional Intelligence (EQ) to embed emotion in ad creative, copy, and overall social media marketing strategy, connects a brand with its audience at a more personal level. Emotion is what triggers engagement on social media, resulting in increased brand awareness, user perception and intent to buy. Remember most purchase decisions come from the heart, not the head.
Daniel Goleman the author of Emotional Intelligence: Why It Can Matter More Than IQ, highlights five qualities that blend to create high EQ. But he adds that interpersonal smarts referred to as “emotional competencies” count even more in the EQ scale. For example: of the competencies required for excellent performance in the job, 67% were emotional competencies.
The role of Emotional Intelligence in Post Engagement.
Brands that understand the importance of EQ are able to challenge audience behaviors, understand and diagnose issues, personalize communications, and process data to make better-informed marketing decisions. Rather than react to trends, emotionally intelligent brands are able to proactively map out content that is creative, relevant and direct.
Publishers who produce branded content with strong emotional impact not only see higher rates of engagement but also drive the highest rates of social sharing, while cementing their brand reputation.
The Qualities of Emotional Intelligence.
Here’s a short description of the five qualities shared by people with high EQ:
- Self-Awareness – They know their strengths and weaknesses, and work on these areas to increase performance.
- Self-Regulation – They use the filter in their brain before responding unlike their more impulsive counterparts
- Motivation – They defer immediate results for long-term success. They are effective at whatever they do.
- Empathy – They have the ability to identify with and understand the wants, needs, and viewpoints from other people.
- Social Skills – They are excellent at managing disputes, communications and building relationships.
How does Emotional Intelligence impact post engagement?
People do not engage with posts for your sake. They share and like so they look smart and funny to their own peers. Therefore the goal is to post content that makes them look great. Before you tap ‘share’ on your post, ask yourself “would I share this if it showed up on my News Feed?”
According to a Yale University Study on Emotional Intelligence and Social Interaction, there is a positive correlation between the ability to effectively manage emotions and the quality of social interactions that emotionally intelligent people enjoy.
At 1marketingidea we leverage the Social Media Experience (SMX) with a unique 6 Point System that provides our clients a framework that groups digital marketing activities, and keep brands top-of-mind, year round. This results in increased brand awareness, interest, traffic and improved conversions.
5 Secrets to Increase Post Engagement
Choose the right copy, picture or video that makes people take sides. Use data to identify content that your audience interacts with most, and leverage EQ to find a similar narrative. Those creative sound bites that people love or hate are the ones that spark emotion and increase engagement. For examples just look at NEWS media and how social videos, text and images make you feel something and draw you in to read more. The ability to transfer emotion into a post connects your personal brand to your audience displaying both personality and feeling.
2. Give Attention.
Would you share your own post if you saw it on the feed? The reason you share a post is the same reason why your audience shares a post: (1) we all want to be heard; (2) we like attention; (3) we want to sound intelligent or be funny. Before you post ask yourself, “is there something in this post a reader will want to share?” If the answer is no, do not post it.
3. Be a Resource.
Are you contributing sharing, commenting, liking, emojing, other content? With every Like or every answer you give to a question in a comment you build your reputation as a resource, plant a seed towards a relationship, and create an experience noticeable by many. Helping those people with problems on social builds trust and a positive feeling towards your brand.
4. Empathize Often.
Empathy is a personal skill possessed by emotionally intelligent organizations. It’s essential to be sensitive to what your audience experiences and feels in real-time to establish a sincere bond. Ask polite and genuine open-ended questions to earn trust and build your reputation. Make one of your objectives to be there in the nick of time.
5. Build Relationships.
Facebook is not a one-way communication but a community platform where you develop long term relationships by interacting with other humans. You get to watch your client’s children grow, friends get married and colleagues enjoy once in a lifetime vacations.
Understanding EQ and it’s role in social media marketing is the glue that connects your brand to your audience. Use these 5 tips and see your post engagement rise slowly at first but surely, as you make stronger and deeper relationships online
About the Author
Daveeed Wagner is the founder of 1marketingidea. To learn how to stop wasting your budget on piecemeal ad campaigns, and use a marketing system for scaling your business visit us at 1marketingidea.com