When we use Emotional Intelligence (EQ) and embed emotion in our ad creative, copy, and overall social media marketing strategy, we connect with our audience at a more personal level. Emotion is what triggers post engagement on social media resulting in increased brand awareness, user perception and intent to buy.
Daniel Goleman the author of Emotional Intelligence: Why It Can Matter More Than IQ, highlights five qualities that blend to create a high EQ. But he adds that interpersonal smarts referred to as “emotional competencies” count even more in the EQ scale. Of the competencies required for excellent performance in the job, 67% were emotional competencies.
Emotional Intelligence (EQ)
What are the qualities of EQ? 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.
What is the role of Emotional Intelligence in marketing?
Brands that understand the importance of EQ are able to challenge audience behaviors, diagnose issues, 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 strong emotional engagement to branded content are also driving the highest rates of social sharing and cementing their brand reputation. Remember most purchase decisions come from the heart, not the head.
How does Emotional Intelligence impact post engagement?
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. Remember this next time you’re about to lash at someone whose opinion you don’t agree with.
5 Secrets to Increase Your Post Engagement
- Be Bold. Whatever information you post will be captured by both sides of the brain – emotion and logic. Be creative in choosing the right picture or video and let ‘it’ do the job. You don’t have to describe what’s in the visual element with too many words. If the picture or video made you feel something when you saw it for the first time, then convey that emotion in few words. The ability to transfer emotion into a post connects your brand to your audience displaying both personality and feeling.
- Would you share it? 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.
- Be a resource. With every Like or every answer you give to a comment on your brand page, you help people and create an experience that will be viewed by many. Helping those people with problems builds trust and a positive feeling towards your brand.
- Be Sensitive. 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.
- Listen Respectfully. Facebook is not a one-way communication like Twitter. It’s 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
David Wagner is the Lead Consultant at 1marketingidea LLC. 1marketingidea is a marketing agency that leverages the social media experience to transform personal brands struggling to connect and engage with their networks. This results in increased engagement, stronger and deeper relationships with customers, repeat business, referrals, and higher profits.