Keeping Current 6 Coaching World
|
Social Media Popularity Increases Consumer Spending
A study published last year in the Journal of Marketing has found that social media posts with high engagement have a greater impact on customer spending than posts with little to no engagement , even if the content is perceived in a negative way .
In “ From Social to Sale : The Effects of Firm-generated Content in Social Media on Consumer Behavior ,” researchers assessed social media posts for sentiment ( positive , neutral or negative ), popularity ( engagement ) and customers ’ likelihood to use social media . They found that the popularity of a social media post has the greatest effect on consumer purchases .
|
“ A neutral or even negative social media post with high engagement will impact sales more than a positive post that draws no likes , comments , or shares ,” said study co-author Ram Bezawada , associate professor of marketing in the School of Management at the State University of New York at Buffalo . “ This is true even among customers who say their purchase decisions are not swayed by what they read on social media .”
For the study , the researchers analyzed data from a large specialty retailer that has multiple locations in the northeastern United States .
Shutterstock . com / Vasin Lee
|
They combined data about customer participation on the company ’ s social media page with in-store purchases before and after the retailer ’ s social media engagement efforts . They also conducted a survey to determine customers ’ attitudes toward technology and social media . |
“ The clear message here is that social media marketing matters , and managers should embrace it to build relationships with customers ,” Bezawada said . “ Developing a community with a dedicated fan base can lead to a definitive impact on revenues and profits .”
If you are developing your coaching business , consider using social media to nurture and strengthen brand connections . Find content that engages your followers . Doing so will help you build relationships and may even turn them into paying clients .
— Lisa Cunningham
Nonverbal Reasoning Not a Fixed Skill
Nonverbal reasoning skills , which involve the use of intentional and conscious mental operations such as drawing inferences or forming concepts without using language , are a crucial part of any coach ’ s repertoire . Knowing how to read your client ’ s body language , or interpret what they aren ’ t saying , can make you a more effective coach . Developing or
Shutterstock . com / Rawpixel . com
|
enhancing your nonverbal reasoning skills as an adult may be easier than you think .
According to new research from University College London ( UCL ), older teens and adults can learn nonverbal reasoning skills better than younger people .
“ Although adults and older adolescents benefited most from training in nonverbal reasoning , the average test score for adolescents aged 11 – 13 improved from 60 percent to 70 percent following three weeks of 10-minute online training sessions ,” Sarah-Jayne Blakemore , professor of cognitive neuroscience at UCL ’ s Institute of Cognitive Neuroscience , said .
The researchers found that nonverbal reasoning skills can be easily developed through training , especially for older adolescents and adults .
The study tested 558 students aged 11 – 18 and 105 adults in a variety of skills , followed by up to 20 days of online training . The group was immediately tested a second time , and then again six months later to determine if the effectiveness of the training lasted .
The nonverbal reasoning test consisted of looking at a three-bythree grid of shapes and the final square in the grid was blank . Test subjects were tasked with selecting the correct shape to complete the pattern , with the shapes varying by color , size , shape and position .
The study suggests that for nonverbal reasoning skills , training during late adolescence and adulthood results in greater improvement than training in earlier adolescence .
This study was published online before print November 4 , 2016 , in the journal Psychological Science .
— Emily Allen
|