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Case Study: Sally, The Paralegal 

Social media marketing can effectively promote products or services, especially for individuals or small businesses like Sally, who is looking to build her own paralegal practice. One of the fundamental psychological principles underlying social media marketing is the idea of social proof. This refers to the notion that people are more likely to trust and follow the actions of others, particularly those in their social network (Amblee & Bui, 2014).

In Sally's case, she can leverage social media to showcase her expertise and knowledge as a licensed paralegal in Ontario. She can build trust and credibility with her followers by sharing helpful tips and advice on her social media channels. As she grows her following and engagement, she can use this social proof to attract potential clients and promote her private consultations and upcoming book.

Another psychological principle that can be useful in social media marketing is the concept of reciprocity. This refers to the human tendency to want to return a favor when someone does something for us (Kim & Kim, 2021). Sally can use this principle by providing valuable content and information for free on her social media channels, which can inspire her followers to want to support her in return by becoming paying clients or buying her book.

I think social media marketing can be a powerful tool for individuals and small businesses like Sally who are looking to promote their products or services. By understanding and applying psychological principles like social proof and reciprocity, she can effectively connect with her target audience and grow her business.

References: 

Amblee, N., & Bui, T. (2011;2012;). Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts.International Journal of Electronic Commerce, 16(2), 91-114. https://doi.org/10.2753/JEC1086-4415160205

Kim, D. Y., & Kim, H.-Y. (2021, September). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223-232.

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Social Media: Connecting us or Driving us Apart?

Social media has become a pervasive part of our daily lives, with many people spending hours scrolling through their various feeds and interacting with others online. While it can be a great way to connect with friends and family, social media can also have negative effects on our mental health and well-being.

One of the major reasons why social media can cause feelings of isolation and polarization is because it often reinforces our own beliefs and biases. When we interact with others online, we tend to surround ourselves with people who share similar views and opinions to our own. This can create echo chambers where we only hear ideas and perspectives that align with our own, leading us to become more entrenched in our beliefs and less open to hearing other points of view (Bessi et al., 2016).

Additionally, social media can also create a false sense of connection with others. While we may have hundreds or even thousands of followers or friends on social media, many of these connections are superficial at best. We may feel like we know these people, but in reality, we only see a curated version of their lives and rarely have meaningful interactions with them (Parnell, 2017). This can leave us feeling lonely and disconnected from the world around us.

Furthermore, social media can also fuel feelings of polarization by creating a platform for people to express extreme views and engage in heated debates. When we see others expressing strong opinions online, we may feel the need to defend our own beliefs, leading to further division and animosity (Bessi et al., 2016).

In conclusion, while social media can be a useful tool for staying connected, it can also contribute to feelings of isolation and polarization. It is important to use social media mindfully and to seek out diverse perspectives in order to avoid getting trapped in echo chambers and to prevent the spread of divisive ideas.

References

Bessi, A., Zollo, F., Del Vicario, M., Puliga, M., Scala, A., Caldarelli, G., Uzzi, B., & Quattrociocchi, W. (2016, August). Users Polarization on Facebook and Youtube. San Fransisco Public Library of Science, 11(8).

Parnell, B. (2017, June 22). Is Social Media Hurting Your Mental Health? | Bailey Parnell | TEDxRyersonU. YouTube. https://www.youtube.com/watch?v=Czg_9C7gw0o

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The Rush of a Like

Are you satisfied with how much interaction your posts get on social media? Wohn et al. found that social media users with high self-esteem found that interaction on social media gives them even more confidence boost (2016).

Do you feel like interactions on your posts make you feel socially supported, or is that not enough for you?

Reference: Yvette Wohn, D., Carr, C. T., & Hayes, R. A. (2016, September 1). How Affective Is a “Like”?: The Effect of Paralinguistic Digital Affordances on Perceived Social Support. Cyberpsychology, Behavior, and Social Networking, 19(9), 562-566.

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Do This To Get More Views! 

Do I have your attention?

Getting and maintaining attention across social media platforms is becoming increasingly difficult. There's so much information being thrown at us at all times, and we have to compete with algorithms, marketers, and professionals to be seen. Here are some tips to capture your audience and keep them engaged:

Become engaged with other users

One way that we get engagement is by engaging with others. If we're active on social media, commenting on other posts, people may be more likely to be drawn to our site.

Give a call to action

At the end of your post, create some kind of ask for your followers. Ask them to drop an emoji, comment their favorite weekend beverage, or like the post for similar content.

References