In the 1980s, Head and Shoulders ran a popular ad campaign with the memorable tag line, “You never get a second chance to make a first impression.” Turns out, the folks behind the anti-dandruff shampoo were onto something. Research shows people make first impressions quickly and those initial impressions are hard to change. This information is a useful tool to guide you when crafting a social media presence.
You’ll be judged quickly so put your best foot forward
One-tenth of a Second
That’s the time it takes for a person to form judgments about someone just by looking at their face. Researchers showed participants photos of different people and asked them to assess the person’s attractiveness, likeability, trustworthiness, competence and aggressiveness. Time didn’t matter. Participants were allowed to look at the same photos for longer periods of time but those initial first impressions didn’t change.
First Impressions are Misleading
In a separate study, participants were told a subject’s sexual orientation beforehand. Despite this prior knowledge, participants still made judgments about whether a subject was gay or straight based on how they looked. Now, participants weren’t given much time to view the photos. The larger point is that first impressions are not always accurate even if a person knows the facts.
The Takeaway
The focus in this post has been on time and appearance. There is lots more research about the other components that go into making a good first impression. Social media is visually driven. What you send out to the world will be judged and judged quickly — so be thoughtful. Also, make sure to include a photo with your bio on every social media site you use, and make sure it’s a quality picture. As we’ve seen, people make snap decisions.
Finally, most people spend precious few seconds on an unfamiliar website. They’re looking for useful and credible information. Double check the sources of your information. You don’t want to be remembered as the person who posted an article about the health benefits of eating a bag of Cheetos a day. This makes a first impression but not the right kind.
Photo Credit: Sam Howzit via Flickr
Special Offer: Complimentary Consultation
Three Girls Media, Inc. is a public relations and social media management agency founded in the heart of California’s Silicon Valley with a team in the Seattle area. We love working with small and emerging companies across the nation to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation with our CEO and can answer your questions and discuss your specific marketing needs.
Call 408-218-2391 or Contact us today to arrange yours!