Science Current Events | Science News | Brightsurf.com
 

Advertisers Could Target Online Audiences More Efficiently with Personality Scale, MU Researcher Finds

July 13, 2012
COLUMBIA, Mo. ­- Online advertising has become prevalent in the past five years, and social media sites, such as Facebook, have played a major role. Now, a study at the University of Missouri School of Journalism has developed a method that could help advertisers target online audiences easier by knowing their personality types.

Using a new personality scale, researchers determine how people with certain personality types use social media websites. Heather Shoenberger, a doctoral student in the MU School of Journalism, found that those individuals who liked high-risk activity tended to update their status, upload photos and interact with friends frequently. Simultaneously, those individuals who were more reserved tended to merely scroll through Facebook's "news feed", and did not upload photos or actively engage with their friends frequently.

"The scale that we used is called the Mini-Motivation Activation Measure, or Mini-MAM, scale," Shoenberger said. "Using this scale, we were able to find a trend in the patterns of how people with certain personality types use social media. I believe this could really help advertisers and certain types of media groups target potential customers with particular ads on social media sites. For example, if a company wants to target a population for a high-risk activity, they should try to determine who is active on Facebook posting pictures and updating their status frequently."

In her study, Shoenberger surveyed people about their use on Facebook and then asked them to take the Mini-MAM test to determine their personality type. Those who leaned toward high-risk activities were labeled as "appetitive," while those who were more reserved in their activities were labeled as "aversive." She found that both personality types used Facebook frequently, but she found significant differences in how they use the social media site.

"If you're highly "appetitive" or lean toward high-risk activities, you're more likely to want engage with media that are more exciting, whereas those who are higher in the "aversive" trait tend to enjoy safer and more predictable media experiences," Shoenberger said. "Identifying these individuals using the motivation activation measure can give advertisers an advantage over their competitors and bring some order to online advertising."

Shoenberger's study was presented at the International Communication Association Conference in Phoenix this summer.

University of Missouri


Related Social Media Current Events and Social Media News Articles


NOAA establishes 'tipping points' for sea level rise related flooding
By 2050, a majority of U.S. coastal areas are likely to be threatened by 30 or more days of flooding each year due to dramatically accelerating impacts from sea level rise, according to a new NOAA study, published today in the American Geophysical Union's online peer-reviewed journal Earth's Future.

Fine tuning your campaign
Platform ecosystems are a key focus of the research carried out in the Information Systems & E-Services Group headed by Professor Alexander Benlian in the Law and Economics Department at TU Darmstadt.

Big data may be fashion industry's next must-have accessory
Big data may be the next new thing to hit the fashion industry's runways, according to a team of researchers.

Combining social media and behavioral psychology could lead to more HIV testing
Social media such as Twitter and Facebook can be valuable in the fight against HIV in the United States, where research has demonstrated they can prompt high-risk populations to request at-home testing kits for the virus that causes AIDS, suggesting a way to potentially boost testing rates.

Training elderly in social media improves well-being and combats isolation
Training older people in the use of social media improves cognitive capacity, increases a sense of self-competence and could have a beneficial overall impact on mental health and well-being, according to a landmark study carried out in the UK.

International team maps 'big bang' of bird evolution
The first findings of the Avian Phylogenomics Consortium are being reported nearly simultaneously in 28 papers -- eight papers in a Dec. 12 special issue of Science and 20 more in Genome Biology, GigaScience and other journals. The full set of papers in Science and other journals can be accessed at avian.genomics.cn

Understanding How Emotions Ripple After Terrorist Acts
The 2013 Boston Marathon bombing motivated mass expressions of fear, solidarity, and sympathy toward Bostonians on social media networks around the world. In a recently released study, researchers at the University of Pittsburgh and Cornell University analyzed emotional reactions on Twitter in the hours and weeks following the attack.

Kent State researchers to study social media use during crises and disasters
The National Science Foundation (NSF) has awarded Kent State University a $300,000 grant for three College of Arts and Sciences faculty members to study how human dynamics across social media and social networks can be modeled. The grant is part of a $999,887 collaboration with San Diego State University and the University of Arkansas.

Climate change projected to drive species northward
Anticipated changes in climate will push West Coast marine species from sharks to salmon northward an average of 30 kilometers per decade, shaking up fish communities and shifting fishing grounds, according to a new study published in Progress in Oceanography.

Twitter posts may shine a fresh light on mental illness trends
Johns Hopkins computers scientists, who have already used Twitter posts to track flu cases, say their techniques also show promise as a tool to gather important information about some common mental illnesses.
More Social Media Current Events and Social Media News Articles

The Art of Social Media: Power Tips for Power Users

The Art of Social Media: Power Tips for Power Users
by Guy Kawasaki (Author), Peg Fitzpatrick (Author)


By now it's clear that whether you're promoting a business, a product, or yourself, social media is near the top of what determines your success or failure. And there are countless pundits, authors, and consultants eager to advise you.
But there’s no one quite like Guy Kawasaki, the legendary former chief evangelist for Apple and one of the pioneers of business blogging, tweeting, Facebooking, Tumbling, and much, much more. Now Guy has teamed up with Peg Fitzpatrick, who he says is the best social-media person he’s ever met, to offer The Art of Social Media—the one essential guide you need to get the most bang for your time, effort, and money.
With over one hundred practical tips, tricks, and insights, Guy and Peg present a bottom-up strategy to produce a focused,...

500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More!

500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More!
by Andrew Macarthy (Author)


UPDATED FALL 2014 | #1 AMAZON WEB MARKETING BEST SELLER | ALWAYS UP-TO-DATE SOCIAL MEDIA MARKETING STRATEGY | OVER 40,000 COPIES SOLD! 

Struggling With Social Media Marketing?

Few likes on your company's Facebook page? Not seeing social media ROI? Unsure of how to make the most of social media marketing, or even where to start? 500 Social Media Marketing Tips can help! This book is your guide to social media success for business, featuring hundreds of actionable strategies for Facebook, Twitter, Pinterest, Google+, YouTube, LinkedIn, Snapchat, Vine, and more! Each tip will guide you to establishing a strong brand presence on social media, attracting and engaging with loyal customers, and increasing web traffic and sales.
The Perfect "By Your Side" Guide For...

Social Media Explained: Untangling the World's Most Misunderstood Business Trend

Social Media Explained: Untangling the World's Most Misunderstood Business Trend
by Mark W. Schaefer (Author)


The best-selling social media book of 2014! Too busy to spend hours trying to learn the fundamentals of social media marketing? This is the book for you! Mark Schaefer, author of the best-selling books "Return On Influence" and "The Tao of Twitter" unravels the most misunderstood and confusing business trend in this fun and easy-to-read book. "Social Media Explained" explores the fundamental strategies and answers the biggest questions every business professional needs to answer before diving into a social media initiative! This is the MUST-HAVE guide for understanding the sociological and psychological drivers that make social media marketing work.

Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks)

Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks)
by Dave Kerpen (Author)


THE NEW YORK TIMES AND USA TODAY BESTSELLER! The secret to successful word-of-mouth marketing on the social web is easy: BE LIKEABLE. A friend's recommendation is more powerful than any advertisement. In the world of Facebook, Twitter, and beyond, that recommendation can travel farther and faster than ever before. Likeable Social Media helps you harness the power of word-of-mouth marketing to transform your business. Listen to your customers and prospects. Deliver value, excitement, and surprise. And most important, learn how to truly engage your customers and help them spread the word. Praise for Likeable Social Media: Dave Kerpen's insights and clear, how-to instructions on building brand popularity by truly engaging with customers on Facebook, Twitter, and the many other social media...

Social Media Mastery (A Daily Actions Guide): 75+ Tips to Help you Expand your Reach, Build your Platform, and Establish your Online Authority

Social Media Mastery (A Daily Actions Guide): 75+ Tips to Help you Expand your Reach, Build your Platform, and Establish your Online Authority
by ROSS AND SONS PUBLISHING


UPDATED FOR FALL 2014 - An Amazon #1 Bestseller in Web 2.0, Social Media for Business, Social Media How-To and Web Marketing Categories

LEARN:

Learn the ins and outs of the major social media platforms, including major sites such as Facebook, YouTube, Vimeo, Google+, Twitter, LinkedIn, Pinterest, Instagram, Reddit, Scribd, Slideshare, Evernote, TripAdvisor, and Academia.edu. Learn how to establish a social media strategy in line with your goals, organize it all with Evernote, and how to market your content based on your product, service, or credentials. Fire up your brand via social media, Kindle ebooks, or podcasts using this guide.

Learn how to integrate your social media accounts, embed content into profiles, build out your YouTube and Vimeo...

Social Media Is Bullshit

Social Media Is Bullshit
by B.J. Mendelson (Author)


A provocative look at social media that dispels the hype and tells you all you need to know about using the Web to expand your business

If you listen to the pundits, Internet gurus, marketing consultants, and even the mainstream media, you could think social media was the second coming.  When it comes to business, they declare that it’s revolutionizing advertising, PR, customer relations—everything.  And they all agree: it is here to stay.

In this lively, insightful guide, journalist and social critic B.J. Mendelson skillfully debunks the myths of social media.  He illustrates how the notion of “social media” first came to prominence, why it has become such a powerful presence in the marketing field, and who stands to benefit each time it’s touted in the...

The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
by David Meerman Scott (Author)


The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations can leverage Web-based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns. Including a wealth of compelling case studies and real-world examples of content...

Social Media Marketing All-in-One For Dummies

Social Media Marketing All-in-One For Dummies
by Jan Zimmerman (Author), Deborah Ng (Author)


Learn the latest social media marketing techniquesSocial media continues to evolve at breakneck speed, and the savvy marketer needs to keep up. This bestselling guide to social media marketing has been completely updated to cover the newest vehicles, including Groupon and Rue La La, location-based services like Foursquare, and new social networking sites like Google+ and Pinterest. Checklists, case studies, and examples will help you decide the best places to spend your marketing dollars, and you'll learn about valuable social media tools and analytics methods that can help you assess the success of your efforts.A completely updated, all-in-one guide to social media marketing, a valuable way for businesses to reach current and new customers, assist customers with problems, and complete...

Social Media: Dominating Strategies for Social Media Marketing with Twitter, Facebook, Youtube, LinkedIn and Instagram

Social Media: Dominating Strategies for Social Media Marketing with Twitter, Facebook, Youtube, LinkedIn and Instagram


Do You Want To Dominate Social Media?

* * *Free Bonus Inside* * *Limited Time Offer 40% OFF Regular Price (6.99)

Have you ever wondered if there was an exact blueprint on how to dominate social media marketing? Do you want to grow your followers and your brand? Find the answers to these questions inside.Every business owner or marketing executive now agrees to the fact that their business has to adapt to social media or end up losing touch with its customers. In this book we dissect and provide you with the best proven strategies that will help you take over all aspects of Social Media.

Take Action Today! Download Your Copy and Dominate Social Media!!

Leading Thinkers: Digital Media & Learning

Leading Thinkers: Digital Media & Learning
by MacArthur Foundation Digital Media and Learning Initiative


What happens when a foundation pulls together some of the most provocative thinkers in education, technology, design and academia, gives them a guiding question—How (if at all) are young people changing in the way they learn because of digital media?—and then prods them to collaborate and learn from one another?That’s what the digital media and learning (DML) initiative of the John D. and Catherine T. MacArthur Foundation did beginning in 2005. Soon after, Spotlight on Digital Media and Learning started reporting on their ideas and research, as well as practical examples of how to better engage kids in learning by using digital media. The 30 interviews in this book, conducted for Spotlight in 2013 and 2014 by journalist and author Heather Chaplin, are with many of these original...

© 2014 BrightSurf.com