especially social media.

Today, the Center for Media Research has a must-read report: “Emotional Business Bonding on Social Networks,” based on research from Communispace:

“New research from Communispace, supporting the hypothesis that people are looking to fulfill six essential social needs online, and drawing on the Maslow hierarchy of human needs, concludes that businesses that help facilitate those needs are more likely to create deeper emotional bonds than usually exist between companies and customers.”

The key point that, while consumers don’t necessarily want a relationship with companies, they do want their needs met. You market by meeting needs. And, in the online world, you need to meet personal, social needs to be successful.

You don’t “hook” people. It’s much more subtle. I don’t mean deceptive tactics, but play into human nature.

This is an approach I bring up every so often via Twitter (in reply to Chris Brogan) or here, and definitely in my work when possible. Here are some pointers and thoughts on how to:

  • In social media marketing, keep in mind we’re typically dealing with every-day people; not people at work, like reporters. Even if you are dealing with professional or industry bloggers and in other social media, you need to meet their needs.
  • Effective working in social media requires the same long-term commitment and effort as in face-to-face dealings with people.
  • Be humble, admit when you’re wrong, and be open to criticisms (call it “market research” if it helps).
  • Contribute to the social media you’re involved in when it doesn’t have anything to do with your employer or client. In addition to sharing knowledge and helping others, it can lower barriers to how people view you when you’re not always bringing up employer/client-related stuff. After all, you are there to better the community, right?

Ultimately, when you’re in public relations (or other professional communicators role), you’re involved in social media to market a company, product, service or cause. Just make sure that you don’t forget that your audience’s needs need to be met first, before they will consider your needs.

– Mike

In writing this post, you’ll notice that I (too) often linked back to my own posts. I try not to do that (too) often, but it’s often easier to make my points. In this process of reviewing past posts, it struck me how similar Maslow’s Hierarchy of Human Needs, referenced in the Communispace story, is to Dale Carnegie’s “How to Win Friends and Influence People.”