What motivates people to share primarily in social media? According to a study by The New York Times Customer Insight Group (http://nytmarketing.whsites.net/mediakit/pos/) there are five main reasons that motivate content creators to share. In order of frequency these are:
1. To show support for a cause or idea that they care about.
2. To stay connected with their audience by establishing a fan base.
3. To feel valuable in the community by showing involvement and engagement.
4. To show identity by defining who they are in relation or contrast to others.
5. To inform & influence by providing updates and offering advice.
It has also been proven that photo posts generate 53% greater favourable responses, i.e. likes, and 104% more verbal responses, i.e. comments (according to https://blog.kissmetrics.com/more-likes-on-facebook/) than the average text post in the same medium. The reasons are that the message communicated through images is much easier to notice, much simpler to understand and much more straightforward to share across different social media networks.
The same rules and principles apply to content included in a presentation. Visualising content has a greater impact and makes a lasting impression depending on the audience, their expectations, the speaker goals and the organizer intentions.
Each visual in a presentation rarely has a single goal. It is most commonly a combination of two or more. Identifying what these goals can be for a specific image, serves as a checklist of goals that the speaker can expect each visual to accomplish. Social Media Strategist Aida Gadzo has singled out the following:
1. Advise: Provide tips and tricks that will help listeners solve problems or reaffirm actions they have taken.
2. Amaze: Share facts and figures in the most comprehensible and intelligible way for all members of your audience.
3. Amuse: Use humour to provide extra appeal by breaking the ice and engaging participants.
4. Appreciate: Show the audience how grateful and thankful the speaker is for their time and effort.
5. Celebrate: Have a good time with the participants relating to their feelings on specific memorable occasions.
6. Discuss: Use the image as the starting point of a dialog between the speaker and the audience.
7. Educate: Encourage lateral thinking that relates to the participant knowledge of the subject matter and encourage discussion.
8. Inspire: Use images to enhance the main points and motivate participants the subtlest way possible.
9. Unite: Extend and encourage invitations to join or rally behind a cause or support an action.
10. Warn: Use personal experience to help listeners avoid common mistakes or misunderstandings.
During the planning stage of the presentation, take time to think and micromanage each slide and decide on the desired impact. Then select appropriate and suitable
images to achieve these goals. In addition to content, consider the occasion as well as the audience demographics, i.e. age, gender and cultural background.
Remember: To visualise or not to visualise is not the real question. The real question is how to be more impactful and engaging.