Today’s focus is social networking persuasion techniques. The big 4 social media giants down to the recreational blogger utilize different forms of persuasion to grow and engage their communities or the communities existing within them. Lets give you some background info. In the video clip below social excerpt Robert Cialdini describes the most powerful persuasion techniques found in marketing.

Read below for a short snapshot of what these 6 core influence principles mean and observe the current time example from our social media world.

1. Authority

Most people have an easier time making the decision to buy something if they are influenced by someone they see as knowledgeable or having authority in a certain industry. Our trust in authority figures enables us to connect with and buy into certain brands more easily. Using other sources i.e. professionals in a similar field, doctors, etc. to help describe or testify about the quality of a product help the public feel as though “if its good enough for them, surely it is good enough for me.” If its someone we know or trust, we will value that testimony even more.

2. Reciprocity

At a very early age we are taught to reciprocate when given something. Cialdini states: “If you give someone something prior to asking them to purchase anything from you they will feel more compelled to buy it now.” This can be seen by marketers who give great free gifts and information. Businesses that can offer something besides the item or service they are selling, such as information or something entertaining, will gain more in the long run. Blogs give you ebooks so you’ll subscribe and share their site. When it boils down to it, if you are already using their product and it becomes far easier to purchase, share and like because you have a relationship with them.

3. Social Proof

People tend to do whatever the crowd or majority are doing. They figure if so many people are all choosing to do the same thing then they could safely do it as well. If our friends like it, chances are we will like it too. Social proofing has become incredibly easy in the social media world we live in now. The integration of social networks into websites and products, the ability to “like” anything, sharing across any platforms – it is easier to socially proof products than ever before. We can find out just how many people “like” that item, how many have shared it and who is talking about it. If everyone loves it, maybe we would too!

4. Liking (Know, Like, Trust)

If people do not know like or trust you they will not buy from you. Your job is to get them to like you through your content. (ad copy, status updates, pictures) Simply put if you want to persuade people to buy from you they need to like and trust you. Put effort in showing the human side. This is why autoresponders and videos are so helpful. It adds a degree of transparency and transparent organization have nothing to hide. By showing staff, your office, and sharing some behind-the-scenes photos – it all adds to the trustworthiness of a business to increase the relationship and to create trust so they make a purchase.

5. Scarcity

The age old supply vs demand principle. “We only have XX amount left and they are selling out fast!” People are more motivated by fear of loss than the joy of gain. Use scarcity to influence the fence sitters to make a decision. Part of scarcity, is making yourself unique. If there is no other one out there like you, then your product is scarce. Take Apple for example. They make a phone, music players, and computers right? No. They make the iPhone, the iPod, and the MacBook. We perceive them as being almost a unique product that’s separate from the entire electronics market. Social media allows the opportunity to make you and your product unique and give you an element of scarcity that drives them to you.

6. Commitment and Consistency

Statistics clearly indicate that if a person commits to a task of sorts they will inevitably complete it as expected. This is the driving force or reason you see so many $1 trials popping up all over. They know that you will stick around because the deal was – check it out for $1 if you like it then PAY $37 next month. Once you’re in, you’re in. Why is this? We have already committed to paying and it is easier to part with $36 then to stop the service altogether. We tend to overvalue a product or service once we have it and his is one of the many quirks in human nature. Use it to your advantage. Offer them something that gets them in the door and using your product and you’ll find out that you won’t lose all of your customers when the price returns to its normal level.

What persuasion techniques do you use?

My good friend Tom Milne of Milne Photography points out that more and more people are coming to his studio to capture that all important professional pose. This increased demand isn’t only for the company website or for job seekers. It’s interest comes from representing that individual to the world via social media.

Social media began as college students being social online not as a professional environment. But today sites like LinkedIn, Facebook, and Twitter are providing businesses and their executives an opportunity to connect where connections may have never existed before. It is difficult to find an Executive with disheveled hair or a seat belt across his tie taken with a mobile phone. We see a thought-out digital representation of the individual.

How do you capture a great professional representation of yourself?

Well, there are many factors to be aware of when capturing a great portrait (Light, lens, environment, outfit, hair, skill, etc..). I want to know what people like you and me can do on our end, what we have control of, to easily facilitate a professional photographer.

On stylishlyme.com I’m primarily know as a style fashion photographer so I decided to get some backup from my good friend Tom of Milne Photography about professional photography. Milne has been passionate about photography since his youth and after 20 years of photography experience, (shooting in the Navy, and running his own studio) and being an award winning photographer, his opinon was a valuable one I’d like to share.

Here are some of the best info from our conversation for you to consider:

Pick the right photographer for you

Selecting the right photographer takes some careful consideration. If you’re not located near Tom Milne, ask around for recommendations, research photographers through their portfolios, locate corporate headshots that you like, and don’t be afraid to interview a photographer you would like to hire. Feeling comfortable is key and having a person you can trust will make the difference between a OK session and a great session!

Remember: as an important rule, you’re likely to get what you pay for.

Know what you want

Just like the other activities involved in branding, business portraits should be well-thought. Some things to think about:

Has your company set a brand standard already? Bring an example of your company’s photos so that your photographer create the same look.

What tone are you trying to express with the photo? Corporate? Serious? Approachable?

Who is your primary audience? Other professionals and businesses or consumers? Or both?

Give yourself time to relax before shooting

Photographers like Tom and I understand that people are not used to being in front of the camera all the time and because of this unfamiliarity they are likely to get nervous about the whole process. The longer you have to relax before beginning, the better.

A great trick is to start the session in your least favorite outfit. Since you might feel nervous and awkward, it’s best to save the best for last when you’re relaxed.

Clothes make the person

Here are some dos and don’ts you should consider:

DO wear solid colors! Patterns can be loud or distracting which will take away from the most important part of the photo: your face!
DON’T wear spaghetti straps or any of those crazy crisscrossed wrap/blouse things.
DO choose shirts that have something of interest around the collar and neckline.
DO bring at least 3 – 5 outfit options. Options, options, options. You’ll appreciate the flexibility when choosing settings, backgrounds, and makeup.
Invest in Options!

Milne highly recommends taking a variety of images in different outfits and settings so that you can keep your image and your various social media presences fresh while maintaining a consistent tone and message.

FYI: Facebook supports a 2×3 crop ratio, which means they’ll display the entire image. Twitter & Gravatars on the other hand uses a square aspect ratio of either 73×73 pixels or 48×48 pixels. Remember that you or Twitter will crop the image to fit inside a square. Keeping these in consideration will make sure your photo is represented well thought our social media presence.

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Having not only a great photographer but the right photographer for you will be get help to your business and your energy in social media. By using the techniques above, I hope you will be able to capture that professional image that will help open doors and create relationships.

- Peter

Thank you Pedro for sharing.

For more Social Media coverage, follow Peter Lang on Twitter or become a fan on Facebook

“A brand is a person’s gut feeling about a product, service or organization.”

Google vs Coca Cola

Google has done very little advertising. They rely on the interactions and the positive environment created to generate the power of their brand.

Coca Cola has used advertising as a key element of brand distinction and growth.

Things have changed.

We are the Brands

Influential Individuals are not only brands anymore. Everyone is a brand! Social media has created micro-celebrity. Everyone has influence. The difference is this influence and chatter has become more organic. Many people contributing to an overall consensus of a niche network is the driving factor of WOM.

The idea of personal branding should fit everyone participating in today’s online communities.

Stop thinking of yourself as a person, you must consider yourself a brand. We have become more self aware and this awareness is the first step in branding. We spend countless hours interacting and developing these profiles and our brand, even if we’re not strategically aware.

The web is the opposite of mass media, the web thrives in niche and companies and individuals who are niche influencers have a responsibility to create a brand that is not only transparent but brings value to those it influences.

Being an influencer can help you get a job.

People are hiring individuals especially when they bring their network with them. People that have followers and friends and maintain micro-interaction with that network are valuable not only to organizations but to brands that wish to embed their messages into these micro-communities.

If you’re interested in using New Media

Be ubiquitous.

Every time you create a profile you create a story. You input content thus creating a life-stream that allows people to find and interact with you and become supportive of your brand and the stories you live, which in the age of social media, can cross over and intersect.

Many life-streams converge on a blog. Photos that are stored on Flickr and Facebook are shared through the blog. Tweets and foursquare check-ins allow for daily top of mind awareness. When these interactions converge on a blog your overall brand will flourish.

What’s amazing is how easy these accounts are created. What’s different is effectively managing these social networks. Developing a strategy that aligns with your overall brand objectives as well as your personal life values. Ask yourself, what is the goal? If you’re using Linkedin, what is the goal? Facebook, what are you trying to achieve?

Be yourself and be true to your personality and that will lead to a successful brand. This is an opportunity to create your brand the way you want it. We often Google someone’s name and even our own and it’s more so than not that we draw conclusions from what we discover. Again, new media is an opportunity to engage with the world and develop a brand that, when “Googled,” you’d be proud of.

My favorite personal brands:

Gary Vanerchuck
Guy Kawasaki
Seth Goden
Chris Brogan

Please share with me your favorite personal brands, or the steps you use to develop yours.

For more Social Media coverage, follow Peter Lang on Twitter or become a fan on Facebook

The Class of 2009 has spent the months after graduation looking for a job. 40,000 of this year’s graduates are hunting (via http://www.guardian.co.uk/). What happens next? Are you fully prepared?

Finally, the day has arrived. You’ve landed an interview with a wonderful company doing what you love to do.
First you put on your best business attire and get into the car. You’re the definition of a professional.

The car ride to the interview is important, so you listen to music that pumps you up or some that calms you down.

As you pull up to the building your excitement increases.

You walk into the lobby and address the receptionist. I have an interview with “person who can change my life” or more commonly known as Ms. Boss.

The interview goes extremely well – you’ve not only clearly shown that you’re the best prospect for the position but also you’ve built rapport with Ms. Boss who has you leaving the interview confident you will be hired within a few days.

Ms. Boss heads back to her office confident she has great candidates. Ms. Boss reviews all her notes from the interviews and narrows it down to the top three prospects and you are one.

The normal routine begins. The three resumes are all equally good, qualified, and each candidate interviewed well.

Feeling some anxiety Ms. Boss decides to leave the office early and think it over. As Ms. Boss finishes her evening she decides to “Google” the prospects to see what see may find.

The first prospect name shows nothing.

The second prospect name also shows nothing.

Finally she enters your name and finds not only your professional blog, personal website, Facebook page, but your Flickr account of travel photos.

Ms. Boss goes through your blog and likes your ideas, creativity, and method of expression.

Ms. Boss is relieved.

The next day you receive a phone call – You’re hired. I really liked your blog.

Personal Brands are important. Opportunities arise when we put ourselves out into the world and control how we are represented.

In order to keep up with the Web 2.0 revolution, people have to be able to contact you.

This Digital Business Card by Retaggr may be inserted on websites, emails, blogs, and social media that allows html.

The card will give you an edge in accessibility and set you apart from the borage of bore that it saturating the professional market.