Emotion triggers engagement and you experience it every day. You watch, like, comment, and consume content that makes you feel something. Emotion is the driving force that connects people with one another across social media. We connect with family, friends, clients through Facebook, Instagram, Twitter and LinkedIn, more frequently than in a face-to-face conversation.
Levels of Engagement
There are different levels of engagement. Emojis and Likes to represent “listening.” Commenting on a post represents a deeper “engagement” because it requires more thought and time. Now you’re putting yourself out there at the risk of becoming more vulnerable. At the deepest level you “act” and move the conversation to a personal and direct channel – instant message, email or phone call.
On day 1 of our Social Media Experience Workshop we dive into the realm of Emotional Intelligence (EQ). In my experience you can develop strong relationships via social, in a similar manner as you would in person. Improving your Emotional Intelligence will give you the skills needed.
6 Ways to Leverage Emotional Intelligence and Transform Your Social Media Marketing:
Develop deeper and stronger relationships with your fans and customers
Social awareness is your ability to pick up on emotions in other people. You can connect at an emotional level with someone on social media by simply personalizing communications. For example: before I send a message to someone on Facebook, I like to learn what school they went to; or what industries they have worked in before; or even what music they like. Then I use this information to personalize and build rapport into my message. This is how you begin building deeper and stronger relationships through social.
Increase brand awareness across social media channels
The more socially aware you become, the better you’re able to engage with a variety of audiences across your networks. The more you engage with others using comments on posts the more visibility your brand receives resulting in increased brand awareness.
Show transparency and build trust and loyalty
EQ fosters self-awareness and empathy giving you the confidence to open up and be more vulnerable. Vulnerability is very powerful in relationship management, it encourages connection, and breeds trust and loyalty. For example: when you promote, post, and cross-post consistent and relevant content from your personal or branded accounts, users learn who you really are and connect with you with full transparency.
Gather a better understanding of your audience’s interests and behaviors
Self management is your ability to use awareness of your emotions to stay flexible, and positively direct your behavior. Without this flexibility you’re clouded by judgements which preclude you from gaining insight into your audience’s interests and behaviors. Use your audience’s profiles to create a mental picture of who you want to target and personalize campaigns to create a better marketing experience.
Create marketing campaigns that are creative, relevant, and personal
Your ability to accurately perceive your emotions and stay aware of them is a powerful tool. The higher the EQ the more you understand how these triggers affect you and consequently your audiences. This skill gives marketers the creative vision to be design more relevant, personal, and emotionally charged advertisements.
Deliver enhanced customer experiences
Ever received an email where you could hear the tone of the sender? The same happens with social media. For example: when someone has a complaint and their communication is emotionally charged, you may respond in an unproductive manner. EQ teaches you to accurately perceive other people’s emotions and manage interactions successfully. A high EQ gives you the tools necessary to understand the situation better and react appropriately. This minimizes negative experiences and promotes enhanced customer experiences.
About the Author
David Wagner is the Lead Consultant at 1marketingidea, a San Diego digital marketing consulting firm that specializes in social media marketing, websites, email marketing, video marketing, and event marketing.