Information and real emotion

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Using data from three different nonprofits, she demonstrated the relationship between the intimacy of a post and the number of fan reactions and engagement. The results were clear and consistent with Altman and Taylor's findings. Users are more likely to interact with posts that can be assigned to the last two, most intimate messaging layers of the metaphorical onion: opinions and feelings. What does this mean for creating a brand presence on social media? View our case studies Human being, as a social creature, needs relationships with other representatives of his species in order to survive and feel good. It turns out he expects the same thing from the brands he buys.

In order for the connection with the brand that all experts dream of to become real and bring real engagement from the recipient (which of course translates into profits in the long run), it should be based on real. According to the Onion Theory: I reveal my feelings to you and you can photo retouching easily communicate your feelings to me. By looking at how different social media pages operate, we can distinguish four types of communication that correspond to the levels of intimacy described by Altman and Taylor. To arrange them clearly, look at them in a table: This is more or less how social penetration theory looks like when translated from psychology to marketing.



This doesn't mean that a website that runs on any key is bad. However, if we want to ensure that the community that gathers around our product actively participates in the life of our fan page, it’s worth changing the communication accent a bit. Let’s go ahead and look at some examples to see what it looks like in practice and how to set up social media marketing: Clichés A great example of a first-level information exchange website is a pharmacy fan page. The site is active and posts are published regularly. The number of people who clicked Like is , but reactions to a single post rarely exceed . This is due to the objectivity of the shared content, the fact that graphically correct and perfect product advertising cannot motivate fans to be active.