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Notes on Social Behavior Change 1. Be certain that you are not just creating social media messages based on your own goals and objectives. 2. While the linear model of communication gives limited power to the receiver of the message, the transactional model equalizes their role, as communication can only take place when the two meet on an agreed-upon meaning. 3. It is the role of marketers to ensure that consumer behavior is positively reinforced at every point of engagement. As the marketplace grows with new products, brands and services, it is essential to the survival of businesses to have a steady core of loyal customers. In fact, the industry named this cognitive procedure shaping, where the product is seen as a positive or negative reinforcer to the consumer purchasing behavior. 4. Shaping procedures are used so that consumer purchasing trials become more than a random process. 5. Social media allows marketers to engage directly with audiences through an open transactional process. 6. Humans have always exhibited markedly habitual behavior with regard to their marketing decisions. For example, we tend to buy the same brand of products, eat similar types of food, and go to the same stores when shopping. 7. Based on this understanding of human behavior, it is clear that marketers need to consider behavior change theory when developing a social media marketing strategy. Linear Model: INFORMATION SOURCE TRANSMITTER RECEIVER DESTINATION SIGNAL RECEIVED SIGNAL MESSAGE MESSAGE NOISE SOURCE Transactional Model: NOISE NOISE NOISE COMMUNICATOR COMMUNICATOR ENCODES/ DECODES MESSAGES ENCODES DECODES CHANN (SENDS AND RECEIVES) (SENDS AND RECEIVES) NOISE NOISE NOISE