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instead of getting your company on twitter, paying marketers to mention you are on twitter, and paying people to blog about your company, forget all that and just make awesome stuff that gets people excited about your products, hire people that represent the company well, and when your stuff is so awesome that friends share it with other friends, you may not even need "social media marketing" after all.

The results of the study clearly showed that those people who had feelings of fear evoked prior to seeing the ads were more persuaded by messages that employed the social proof appeal compared to a scarcity appeal or a control message. However the opposite was true for those who had their feeling of romance evoked before seeing the advertisements. The people in this group were more persuaded by messages that described features that were unique and scarce.

The study raises questions about the emotional cost - particularly for the developing brain - of heavy reliance on a rapid stream of news snippets obtained through television, online feeds or social networks such as Twitter. "If things are happening too fast, you may not ever fully experience emotions about other people's psychological states and that would have implications for your morality,"

Much of the early work has been done tracking online behavior. The Web provides researchers with vast data sets for tracking the spread of all manner of things - news stories, ideas, videos, music, slang and popular fads - through social networks. That research has potential applications in politics, public health, online advertising and Internet commerce.

Even in a recession when budgets are tight, people are attracted to positive emotional experiences. They will scrimp on things of less emotional value to be able to splurge on experience that up lift their spirits. They get an emotional ROI and this is remembered.

Few companies, indeed, are more secretive than Apple, or as punitive to those who dare violate the company's rules on keeping tight control over information. Employees have been fired for leaking news tidbits to outsiders, and the company has been known to spread disinformation about product plans to its own workers.