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Emotional Intelligence in Social Media Marketing

You’re Too Emotional.

Emotional intelligence is defined as the ability to recognize and influence the emotions of those around you, as well as understanding and managing your own reactions. Researchers John Mayer and Peter Salovey coined the term in 1990, but it gained immense popularity when psychologist Daniel Goleman normalized the term. Empathy, social skills, self-awareness, self-regulation, and motivation are all components of emotional intelligence (EQ) in leadership.

Emotions make us human. How at ease are you with the emotions of your co-workers? How at ease are you with your own?

Our sentiments and passions have a significant impact on our teams’ success, relationships, and interactions. Emotions, when it comes to productivity or performance, clearly demonstrate the negative influence of frustration outperforming the positive influence of optimism. That’s not all —with the rise of AI in HR (where has AI not left its digital mark yet?), it’s become more important than ever for leaders to display EQ.

Emotional mastery, according to the conscious business philosophy, is a meta mindset that underpins all others. It has a significant impact on how we perceive the world and whether we are able to choose responsibility over curiosity or over the need for certainty at any given time. The key is to ‘feel’ your feelings and harness their power and energy. This entails engaging with the power of all emotions, both positive and negative, such as happiness, excitement, gratitude, pride, sadness, fear, anger, and guilt.

Being a great leader today necessitates expertise, acumen, and a variety of soft skills — skills that leaders can use to motivate their people, thrive in the face of challenges, and deliver superior performance. These are referred to as emotional-intelligence soft skills.

Leaders with high levels of emotional intelligence can improve team performance and increase employee engagement. The more difficult and disruptive the organizational and business environment, the more leaders will need to rely on their emotional intelligence skills.

At this stage of our careers, we are weaving in and out of emotional situations daily. Whether you are dealing with employees facing burnout, new team members adjusting to change, rejection or failure on campaigns, or (and this is the most frustrating one) office politics.


What stories should content marketers tell?

A thumb rule for good stories is that they should be short and to the point.

The most successful postings typically include a simple background, rudimentary editing, and a compelling message expressed through a sympathetic anecdote. You can have a lot of followers, but you’ll never generate any sales until you communicate and relate to those people on a deeper emotional level.

When it comes to storytelling, science supports the relevance of character-driven storytelling. They produce the greatest amount of oxytocin. Whether you talk about yourself or utilise someone else’s experiences, your stories should always revolve around a character.

Stories must hold the audience’s attention in order to be effective. People are turned off by boring stories. A narrative that is engaging is one that is full of suspense and surprise. The events must build to a peak and then please the listener with a satisfactory resolution.

If you’re having trouble coming up with comparable items, examine your foundation story: How did your company come to be? Why did you decide to launch your website? Why do you currently represent the brand that you do?


Of course, some sceptics will talk about refer to stories of failures —for example, an Instagram star who couldn’t sell 36 shirts to her 2.6 million followers—as a ‘proof’ that social media marketing is over: the bubble has burst.

Perhaps the true cause of so-called flops is that much of what we see is an illusion. According to reports, up to half of all Instagram influencers may be engaging in fraud, with 45 percent of profiles being false.

To generate appealing marketing content, you must first establish a genuine relationship with your audience. You must comprehend how they live and what is important to them.


Unsurprisingly, there will always be some who rely on would-be influencers’ anxieties, convincing them that there is a hidden technique to attract followers. This, however, is proverbial fool’s gold.

There is no such thing as a shortcut in life, just as there is no get-rich-quick plan that can substitute sheer hard effort. Self-proclaimed experts, on the other hand, will promote hash tagging and engagement groups.

These are effective, but only when utilised strategically. If there is a secret to social media marketing, it is that you must continually provide high-quality content. This content must then be viewed by your intended audience. Perhaps the easiest method to accomplish this is through sponsored advertisements or shout outs.

Of course, there are those who gain from the algorithm. This is particularly true for emerging algorithms like as TikTok, Reels, and YouTube clips. True overnight achievements, however, are likely to be in the minority. Often the true algorithm winners are those who have amassed a library of accomplished material over time.


In summary, success as an influencer may be attributed to four major areas:

1) Make an emotional connection with your audience by creating relevant, character-driven stories with a message.

2) Ignore suggestions for odd hashtags or growth hacks. There are no quick fixes.

3) Concentrate on providing interesting content and growth will follow.

4) Find the suitable audience; this may need the use of advertisements.

If this were a recipe, the last step might be to just add ingenuity. There is no one-size-fits-all solution. You must forge your own path, utilising your skillset and recalling the stories that have shaped your life.

Andrey Demiyanov is Business Development & Market Research Executive at Cicero & Bernay Communication Consultancy, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |