I just read an interesting article, Social Networking Affects Brains Like Falling In Love by Adam L. Penenberg. The gist of the article, which I recommend you read yourself, is that social networking triggers the release of oxytocin – a chemical in brain linked to generosity and trust, and originally, birth and bonding.
The study is absolutely not scientifically sound – it is way too small. But the results are interesting. This single subject experiment showed Adam’s blood level of oxytocin spiked dramatically as he mindlessly tweeted while at the same time his stress hormones were reduced. The article goes on to propose your body responds to Social Media in the same way it responds to real life encounters (other studies support this part of the hypothesis.)
I spend a fair amount of time engaging in Social Media as entertainment, education, and communication (with a mix of people, some that I know in real life and some that I don’t.) Thinking about whether or not I come away from these pixel interactions the same way I do from real life encounters….it depends on the quality of the interaction.
I find it easy to equate snippets of conversation across Twitter or Facebook to small talk at the local pub. I trust the word of someone on the internets as much as I trust the word of someone with whom I randomly share bar space. Skeptically. In either case, if what was said piqued my attention, I’d investigate it later.
The article discusses the implications of its findings for brands. How can brands inspire trust by listening and reacting to current customers? In my world, book publishing, some publishers are trying to brand themselves amongst readers and authors are trying to market themselves to readers. Do social media marketing strategies garner trust?
The fundamental rule of Social Media Marketing is often missed or ignored. Put simply, do not always pitch, pitch, pitch. First, create value (entertain, educate, share the ideas of others) then you may promote yourself (or your product.) For publishing this line can easily be blurred because the book itself should create value so it comes down to the tactics.
An author may be able to simultaneously create value while generating buzz. An author’s job is to create content (value.) Share your inspirations, initiate discussion on points you are mulling over or discuss what you’re reading.
A publisher may or may not have the rights to use snippets of content they are publishing in social media. They can share news (not publicity) related to an upcoming book, initiate debate on related topics, crowd source similar stories, and discuss competitive titles.
If we were to go back to that pub analogy, do you want to sit next to the person who will interrupt your conversation to only talk about themselves? I didn’t think so. People surfing social networks are doing so to stay in touch, to learn what’s going on, to be entertained or to alleviate boredom. We can spark conversation by softly promoting either ourselves (authors) or our products (books.)
If your strategy is successful people will respond. If conversation develops, will the readers come back and trust your recommendations? Will they think they’re getting to know you?