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Provocative marketing

By on September 26, 2014
Courtesy FreeDigitalPhotos.net and stockimages

A marketing tip from cafehypno: Research from Sauvik Das from Carnegie Mellon and Adam Kramer demonstrates two important principles of social media.

The first principle is that, when it comes to social media, people want to be provocative. Das and Kramer’s research shows that people are writing posts that they ultimately decide not to post. While the research does not show what the content of these posts is, it is reasonable to assume that on some level the writers feel these posts will be provocative and therefore do not post them.

The second principle is that people do not personally want to post anything that is provocative. The posts may be political or socially provocative. The reasons posters decide to self censor range from no wanting to start an argument to not wanting to post something hat they feel is not aligned with their self image.

For those hypnotists who use social media for marketing purposes these results offer some important clues to successful engagement. You should be sufficiently provocative to arose the interest of readers, but to so provocative as to annoy your readers.

Of course where to draw this fine line is a more difficult question.

Photo courtesy FreeDigitalPhotos.net and stock images. That’s all for now from cafehypno. Here is the research:

We report results from an exploratory analysis examining “last-minute” self-censorship, or content that is filtered after being written, on Facebook. We collected data from 3.9 million users over 17 days and associate self-censorship behavior with features describing users, their social graph, and the interactions between them. See more…

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