Discussions about people at work - primarily business psychology, including the human side of outsourcing.
Why don't people like registering online?
Back from a weekend away in Paris to find lots of people have been looking at BizFace but no new members since Friday. Now I know this is a business site, but people were still looking during the weekend, so what puts them off joining? It is fast and simple, we have a good reason for wanting people to join as it helps us ensure no spammers or rudeness etc. We have assured everyone that their emails etc., will not be sold-on, so what is going on?
The psychology of this is probably partly around group membership. People are wary of joining groups they do not know, as joining the group says something about your identity and can also be a little nerve-wracking (what if you don't fit in, what if everyone else is more/less intelligent, sophisticated etc.). The main theory that explains this is called 'social identity theory' and includes concepts of social categorisation, stereotyping etc. Joining a group is more important than many realise, so the act of joining BizFace may feel far more awkward than it needs to be because of these psychological processes. I need to think about how we can feel as welcoming as possible in an online situation, and reduce these group membership concerns. I guess we will need to work on helping people want to be a part of this community - make this their 'in-group'. I guess I will need to put on my psychology hat as well as my marketing hat to do this.
There are also issues around the psychology of the use of technology - but more on that later.
The psychology of this is probably partly around group membership. People are wary of joining groups they do not know, as joining the group says something about your identity and can also be a little nerve-wracking (what if you don't fit in, what if everyone else is more/less intelligent, sophisticated etc.). The main theory that explains this is called 'social identity theory' and includes concepts of social categorisation, stereotyping etc. Joining a group is more important than many realise, so the act of joining BizFace may feel far more awkward than it needs to be because of these psychological processes. I need to think about how we can feel as welcoming as possible in an online situation, and reduce these group membership concerns. I guess we will need to work on helping people want to be a part of this community - make this their 'in-group'. I guess I will need to put on my psychology hat as well as my marketing hat to do this.
There are also issues around the psychology of the use of technology - but more on that later.
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Comments
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Hi Stephanie,
I also think it is in part due to the thought that in the background this makes a commitment. Further, when I logged into Forums before, mostly for technical issues unless there is something you actually want - a response to a question lets say - the initial post is the one that is most difficult. If I can get the anwser by surfing through the posts then I won't bother to post.
In short there must be a motivation for people to participate that cannot be satisfied by just surfing. Why should I do this whats in it for me.
Cheers
RoyManpowerPosted 3rd September 2007 at 13:24 by Royston 
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Thanks Roy, I agree commitment is also linked to this (both personal and group level commitment and identity processes are at work here). Also that getting people to make the first post is key, a bit like making your first comment in a group tutorial - after that the ice is broken a bit, and you feel more comfortable about making statements.
But with business people in particular there is also the time commitment, so it has to be worth your while to make a post - as you say if it is the only way you can get the answer you want then you will post something, but if the answer is already there then there is no need.
That makes sense. However there are norms of reciprocity to consider as well. People may feel more likely to make a post if they feel others have helped them. (Exchange theory helps here). It would be good to encourage that on BizFace because that is one way trust is built up - so potential business clients or partners can see not only that you make postings but that you are prepared to put yourself out a bit to help others.Posted 3rd September 2007 at 15:42 by Stephanie
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Generally I advise my clients to offer a specific tangible incentive for an on-line sign up - eg an article or '6 tips to help you.....'
Doing this does work.... perhaps we should try it ?
BryanPosted 4th December 2007 at 17:46 by Bryan McCrae
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Thanks Bryan,
That's a good idea. Although non-members cannot download any articles, nor check the profiles of members, advertise in classifieds or write bloggs etc., (nor can they post in anything except the guest forum) - it would be worth a try to make it really explicit.
I guess we could also alternate the incentive, to try to appeal to a broad audience.
Thanks for the tip!
StephaniePosted 4th December 2007 at 22:06 by Stephanie
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