Emotional Intelligence (EQ)
Emotion triggers post engagement on social media resulting in increased brand awareness, user perception and intent to buy.
Daniel Goleman is the author of Emotional Intelligence: Why It Can Matter More Than IQ. In his book he highlights five qualities that blend to create EQ. From his research he concludes that being intelligent counts in the world of business, but the interpersonal smarts referred to as “emotional competencies” count even more. Of the competencies required for excellent in performance in the job studies, 67% were emotional competencies.
Here’s a description of the five qualities shared by people with high EQ:
- Self-Awareness – They know their strengths and weaknesses, and work on these areas so they can perform better.
- Self-Regulation – They use the filter in their brain before responding. They are not impulsive.
- Motivation – They defer immediate results for long-term success and are effective at whatever they do.
- Empathy – They have the ability to identify with and understand the wants, needs, and viewpoints of those around them.
- Social Skills – They can manage disputes, are excellent communicators, and are masters at building and maintaining relationships.
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 and marketers are able to proactively map out posts and campaigns that are 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 reputation. Most purchase decisions come from the heart, not the head.
How Does Learning Emotional Intelligence Impact Social Media?
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. Here are 5 secrets you can use to increase your social media post engagements from learning EQ:
- Post with emotion. Whatever information you post will be captured by both sides of the brain – the emotional side and the logic side. Be creative. Choose 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 but in very few words. The ability to transfer emotion into a post connects your brand to your audience. It gives your posts personality and feeling.
- Share with emotion. The reason you share a post is the same reason why your audience shares a post, because we all want to be heard, we like attention, 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. Through Social you’re able to help people. With every Like or every answer you give to a comment on your brand page, you create an experience that will be viewed by many. Helping those people with problems builds a strong trust, and positive feeling with 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.
- Listen. Facebook is not a one-way communication. It’s a community where you develop long term relationships. Where you watch children grow, friends get married, and colleagues go on vacations. EQ gives you the social skills needed to connect your brand to your audience by capturing and personalizing information you can effectively use to develop deeper and stronger relationships with your audience.
About the Author
David Wagner is the Lead Consultant at 1marketingidea LLC. 1marketingidea is a San Diego digital marketing consulting firm that specializes in social media marketing, websites, email marketing, video marketing, and event marketing.