Self-Serving Bias and Conveying a Positive Image to Attract Followers
Since social networking is a norm and social status is affected by views and shares, it is obvious that there is a need for behaviors that enhance an individual’s image such as self-impression and self-serving bias. The average person, whether it is known consciously or not, likely uses impression management on social media.
Individuals who hope to increase their social status in order to become a successful content creator, influencer, or online freelancer would need to focus on the positivity of their behavior. The actions of a person become part of one’s brand which is judged by potential clients and followers.
Self-impression and self-serving bias are essential on social media because a person who is unable to portray a positive image will not attract as many friends and followers.
Self-Presentation Management Principles
Self-presentation involves depicting and promoting a likeable image of oneself in order to be viewed as successful and good — which results in a higher self-esteem. There are five strategies of self-presentation; these are known as self-promotion, ingratiation, exemplification, intimidation, and supplication.
The more positive forms of self-presentation are self-promotion and ingratiation since self-promotion convinces others of your usefulness, and ingratiation involves the act of complimenting others. The other impression management principles deserve less use since exemplification causes guilt, supplication fosters pity, and intimidation results in fear.
The self as a social actor means experimenting with social roles in order to earn the approval of others while the self as an autobiographical author involves creating a continually developing story based on roles and cultural ideas that give meaning to one’s life.
Self-monitoring is the ability to read the emotions of others in order to react with the proper behavior while self-serving bias involves taking the credit with the group if there is success but refusing to take the credit if there is failure. All of these concepts are used regularly by content creators and content consumers on all social media platforms including Instagram, YouTube, Facebook, and LinkedIn.
Interviewing “Petra”
A willing volunteer was interviewed about their use of self-impression and self-serving bias on social media, and they will be referred to as “Petra.”
This individual does care about how she is seen by others, yet Petra wants more approval from strangers than from friends and family; therefore, she is conflicted by having a variety of social roles that are applied inconsistently since her personal values are considered more important than the values of others, overall. Petra admitted that she uses certain self-impression principles on social media than in person, and most of it is done in order to voice her opinions whether anyone responds or not.
There is self-serving bias, but due to what seems like a low self-esteem, Petra does not take most of the credit for negative situations yet avoids much of the credit for positive situations. Petra is prone to negative thoughts and behavior — especially through the self-impression principles that foster fear and pity — which has resulted in a negative self-image.
This individual may benefit from self-control, self-promotion, and self-presentation in order to avoid making professional mistakes on social media that could affect her social status.
Narcissism
While portraying a positive self-image on social media is the norm, research has shown that self-presentation and self-serving biases can result in narcissism and other negative thoughts and behavior. According to Tamborski, Brown, and Chowning, self-promotion can be a sign of narcissism which causes a person to feel entitled and superior to others even if there are signs of the opposite being true — self-deceit.
As mentioned by Kraakevik, that could be remedied by being forced to respond to negative feedback and having to face the social and professional reprimands of any improper behavior. Another issue brought up by Tamborski, Brown, and Chowning is how the self-serving biases of a narcissist can result in cheating, lying, and ignoring the concerns of others.
This problem could be avoided by allowing reviews and comments that can be seen by everyone. There are risks to the overall use of social media, but rather than unrealistically avoiding online social activity, a person can focus on showing their successes and motivating others.
The Benefits
There is evidence that self-presentation and self-serving bias result in financial and emotional benefits. According to Kraakevik, troubles related to narcissism that may be produced by the misuse of impression management principles can be avoided if an individual allows for feedback sections and reviews; all problems can be publicized and addressed.
An example of how self-presentation is beneficial is how a life coach can teach a person to be more mindful and kinder by being a living example of mindfulness and kindness. An example of proper self-serving bias is how a travel writer can create an article that motivates a person to travel to another country and causes that person to feel like a part of that group.
Kraakevik has found that negative behavior related to self-serving bias, expressed as inappropriate opinion posts, may be avoided if a person creates business profiles and private profiles or, at worst, pursues complete anonymity.
Self-control is a core motivator for professionalism, and publicity results in judgment by the audience which can influence a person to reduce any negative behavior; otherwise, one may lose followers, money, and career if there is dishonestly.
Besides causing others to view one more positively, an individual can increase their self-esteem which influences their thoughts and behaviors when they are not posting on social media, and it could result in future posts that are creative and educational to a person’s followers and clients.
Conclusion
Honest and positive self-presentation and self-serving bias can help people earn a following and attract clients. Since modern times mandate the use of social media, especially for careers that are produced from social media use, a goal could be to learn self-control in order to professionally use impression management and self-serving bias without lying or causing envy.
Social networking cannot be avoided; people are encouraged to be the best version of themselves when they use social media. Those who fail to be genuine, thoughtful, and helpful will face the social ramifications.
If content creators are truly applying what they represent, then the majority will want to seek self-improvement and be proud of any progress that is made in the process. When the focus is on positive behaviors, both content creators and content consumers can benefit financially or emotionally from applying the principles of impression management and self-serving bias.
