This was the most serious BeanCast I’ve been on, understandably so in the wake of Weinstein / the #MeToo movement and news confirming Russia’s interference in our presidential election. Our brand loyalty chat was really interesting too, especially with Farrah’s insights from market research suggesting that there really is no loyalty. The discussion was so intense that we ran about 15 minutes over the hour mark. P.S. I second Rachel’s recommendation for the 10% Happier App – meditation for fidgety skeptics. It’s great.
Emily Binder, Consultant, Beetle Moment Marketing
Farrah Bostic, Principal, The Difference Engine
Saul Colt, Principal, The Idea Integration Co.
Rachel Hammerman, CEO, Hammerman PR
Bob Knorpp, Host, The BeanCast
PC Mag’s July 2011 poll indicated that user dissatisfaction with Facebook is at such an all-time high that up to 50% might be willing to abandon the social network.
I read a thoughtful statement regarding this on Social Media Today by David Amerland: “Loyalty is a myth. Like banks and supermarket chains discovered in real life, the public is notoriously fickle, using whichever service gives them the most of what they want in a particular moment in time.”
Force of Habit
Assuming that because Facebook has 750 million users, it will remain ubiquitous is naive. Plenty of widespread, hugely popular, go-to platforms have been abandoned en masse for the BBD (Bigger Better Deal). As Chris Brogan said on Six Pixels of Separation episode 262 when Mitch Joel asked if people would port to a new platform, “Two words: Cassette tapes…. There’s a new format in town. You kind of adapt or you find yourself saying “Wow how come nobody’s in my top 8 on Myspace?”
I don’t see Facebook going away yet, but Google+ will infiltrate Facebook’s market share over the next couple years. When Google+ incorporates businesses and brands, it will explode, as long as beta maintains such high growth.
Content you post to Google+ is search-friendly. If you are promoting a brand (your personal brand most likely at this point), every Google Plus update has the potential to put helpful notches into your SEO belt. Since search is increasingly social search, status updates on a search-friendly network will be more valuable than those on Facebook.
Humans are social creatures: We like to help one another and feel we are part of a community.
The abundance of thorough reviews on sites like Amazon, Yelp, and tripadvisor may appear puzzling at first. Why do people bother? Many of the reviews surpass being simply helpful; they’re invaluable resources when shopping online – especially on Amazon. These mostly unsolicited reviews illustrate and reinforce fundamental principles of society.
Here is a 753-word Amazon Kindle Customer Review by Jeffrey Stanley (a Top 1000 Reviewer). As of this posting, it was on the front page of Amazon, it had received 126 comments, and 7012 of 7153 people found Stanley’s review helpful.
Amazon Top Reviewers
Like Foursquare, Amazon has a badge system to reward Top Reviewers. But climbing to the Top 500 Reviewers list or being added to other users’ Interesting People lists is the only compensation (save the Vine product testing group).
There is no tangible reward for the effort of publishing a highly detailed 1545-word iPad review. It’s no shock that the iPad reviewer’s moniker is Just Trying to Help.
You must register in order to publish a review. It takes a good twenty minute or more compose a really detailed, thoughtful review like ones on many tech and fashion products. Compensation is just a tiny virtual badge. Why do we do it?
Social Psychology | Why We Share
Humans are evolutionarily motivated to share information primarily by the desire to help their friends or network. Second, sharing or recommending a product/brand serves to establish oneself with certain values or associations; it reinforces one’s identity. Robert D. Putnam touches on this idea of social capital in Bowling Alone.
Facebook is a petri dish for social helping: Continue reading Why People Spend Hours Writing Product Reviews