More and more the ages old idea of "Top of Mind Awareness" is quickly being supplanted by the idea of "Friend of Mine" awareness. In years past companies did everything they could to make sure that when the need arose, they were the supplier or provider the customer thought of first. Now, social media is turning it over to your friends to do it for them.
Why is this happening? Well, there are at least 3 reasons:
1. Nothing is ever purchased without emotion
This has been true since the first transaction took place. We buy with emotion, we explain the reason with logic. That is not to say NO logic is used in the purchase, it's simply not dominate in the process.
2. We all seek affirmation
It's just part of the human psyche...I want you to approve of the way I think. You do the same thing. strategy varies, but we are all affirmation-seeking missiles. Therefore, if I recommend someone and you agree, you have affirmed me! (Thank you)
3. Social media is an outlet for both
It's a perfect storm of people seeking affirmation and espousing or emoting about their own decision or recommended choice.
If you click on the image to the left, you'll see a post about Stink Bugs being everywhere in Cincinnati. Simple enough. Innocuous enough, right?
As you move through the thread you see more banter on the subject, but then suddenly a "affirmation-seeking missile" rains down on the thread. "Call my guy," is essentially the post and within seconds, affirmation is provided. The thread went from the commercially unimportant to a full blown endorsement; which will be seen by each listed in the thread AND their entire networks possibly.
What are your thoughts? Share your ideas as to why social media is so effective promoting "friend of mine" awareness.
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