Why Read? Images Are Stronger
March 14, 2012
I came across an article about the value of Facebook profile pictures as opposed to text, and was amazed by the new research that shows that words simply do not matter; it is all about image.
“With the Right Photo, Your Facebook Text Profile Hardly Matters,” covers a couple of studies by Brandon Van Der Heide and two other Ohio State graduate students. The studies look into how people make impressions of others on social networking sites, and it seems that is primarily done through photos.
Apparently, people already have certain expectations of the photos they view on social networking. We expect people to highlight successes and social activities. The study went on to show that if a photo fits what someone expects to see, then the rest of the profile doesn’t have much impact on the viewer. If it doesn’t fit what they expect, that is when people will decide to look closer at what you wrote. The article continues:
Van Der Heide [lead author of the study and assistant professor of communication at Ohio State University] said he believes the results apply beyond Facebook to dating websites and other social networking sites. It should also apply to other traits beyond extraversion and introversion, such as social desirability and even political orientation. It all depends on what is shown in the photographs, and what clues viewers can glean from them.
According to the research, when people use text or photos alone to build an impression, text will typically have a greater influence. As more businesses head to social networking to build strategic relationships and strengthen customer bases, this is something that should be kept in mind. Be sure to highlight exactly what you want the customer to take away at first glance, because that may be the only glance you get.
Andrea Hayden, March 14, 2012
Sponsored by Pandia.com
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