The Big Scary Cranium recently came across a study that might help explain how social networks are already being used to change attitudes and opinions without people knowing it.
If you look back at a 1973 study by Goethals and Reckman, you’ll find evidence to support the idea that crowds of like-minded people can change the attitude of a non-conforming individual. What’s strange is that this individual isn’t even aware that their attitude has been changed by the group. What’s downright eerie, is that if later asked, the individual will swear up and down that they never changed their mind and that they’ve held their newfound attitude all along. This means if you can apply the power of a crowd to an individual, they’ll not only change their mind, they won’t even remember what they used to believe. Scary stuff, check it out:
High school students were asked their opinions on a variety of social issues, including on how children should be bussed to school and whether it would help with racial integration. [...]
A couple of weeks later the students were invited back for a further discussion on the bussing issue. This time, though, they were split into two groups, one that was pro- and one anti- the bussing issue. [...]
The two groups had separate discussions about the bussing issue, but amongst their number had been planted an experimental confederate. The confederate was armed with a series of highly persuasive arguments designed to change the participant’s minds on the issue. Experimenters wanted to turn the pro- group into an anti- group and the anti- group into a pro-group. The confederates turned out to be extremely persuasive (and/or the students were easy to sway!) and the two groups were successfully turned around.[...]
But what happened when they were asked about this change of opinion?
When compared to a control group who were not involved in the further discussion, neither of the experimentally manipulated groups could accurately remember their original position. [...]
Attitude change already exists in marketing.
In a sense, this is nothing new on a macro level. It’s called the bandwagon effect and has been a major driver in creating demand for decades. This kind of thinking has directed multi-million dollar TV buys, political campaigns and even the fashion industry since the days of Howdy Doody. I mean, seriously, do you think everyone in 1983 actually came to think this was cool all at once? What’s different about online media is that you have more instances of people gathering together with like interests than ever before.
New Justification for Social Media as a marketing tool.
Think about what the Goethals and Reckman theory means for social networks. The more you Digg an article, the more a “crowd” of people with like interests says it’s important. Those who religiously follow certain linkedin groups are certainly more likely to be influenced by topics of discussion. And while the power of the crowd may have a mind of its own, the Pareto principal (80/20 rule) states that the more powerful and engaged minds in a group can affect the direction of an online conversation.
So, attitude change is already happening in your social networks whether you like it or not. I believe you can use this principle in your own social marketing efforts if you apply it in the right way.
When building your various networks, forums and groups, initially target the “friendlies.” Get a large group of people together who are naturally inclined to or already enjoy your product or service and reward them with information or exclusive offers. Once these networks gain enough traction (ie. going about their business without significant seeding from you, the sponsor), it’s time to target and invite potential converts and fence-sitters.
At this point, you want the less friendly target audience to participate by voicing objections or expressing support for a competitor. This is where your carefully cultivated friendly crowd will naturally spring into action through discussion to support your brand’s honor. It not only bolsters support for your organization, but also helps to bring new fans into the fold.
Just don’t let this whole “mind-control” thing go to your head, the crowd can usually sniff out blatant pandering or a lack of altruism. Be good to your people and they’ll likely work wonders for your brand.
—–
(Thanks to Scott at Zumba Coffee for priming the Big Scary Cranium with the research link.)
