Did you know that Oprah is the secret to your company or Website's success? (Yes, THAT Oprah! How many Oprah's do you know?). While it may seem a little far-fetched, it's true. Hear me out …

Ever notice how whatever book Oprah and the members of Oprah's Book Club are currently reading goes straight to the top of the New York Times' Bestseller List? That's because Ms. Winfrey has built such trust and camaraderie with her audience that they trust pretty much anything that their "friend" Oprah says - so when she suggests a book, it's like hearing that recommendation straight from their close circle of friends. And while most audience members simply enjoy the comfort of having a friend like Oprah, Oprah herself enjoys something much more remarkable - the power to influence.

And that's what all business owners and marketers spend millions and millions of dollars on every year. I've got some ideas to help you save some of the cash in that advertising fund while still garnering a significant consumer base that is waiting, willing, and eager to be influenced by what you say. This little crash course in one of my favorite communication theories can help any online marketer draw more traffic, increase returning visitors, and create a following that will be more easily and readily influenced.

Parasocial Interaction Basics

In the 1950s, the study of the effects and impact of television programming and advertising was in its infancy. In 1956, a couple of fellows by the names of Horton and Wohl identified a concept they dubbed parasocial interaction. Basically, parasocial interaction occurs when an audience member becomes so familiar and comfortable with a television or radio personality that they begin to develop a sort of "over the waves" friendship with that personality.

Our Oprah example above is a great reference for parasocial interaction at work. In theory, people trust these "para-friends" much like they would their real flesh-and-blood buddies, so they return again and again to get their information from a trusted friend. Morning newscasters are also frequently cited in studies of parasocial interaction. Since viewers often employ the same routine each morning, they tune in to share their breakfast with the casts of NBC's Today or CBS' The Early Show while getting their news. They grow to know and trust these newscasters, thus increasing the credibility of those television personalities in the eyes of their viewers.

Parasocial Interaction Online

As the Internet continues to become more and more the main source of information for millions of users, so does the potential for consumer and audience influence using the concepts defined by parasocial interaction. While the theory of parasocial interaction applies specifically to television and radio, the same basic premises hold true for Internet marketers. And although it takes a little bit of time, anybody can make use of the theory to increase their influence over their audience. When developed correctly, blogs are the perfect (but definitely not only) way to begin developing these quasi-relationships. They're written as if it is one person or company's direct communication with the reader, thus making the exchange of information feel much more personal.

People love memorable characters, and they love to feel connected to them. The Internet is flooded with anonymous resources that have no name and no personality. And while these informative resources are useful for research, they are typically only used to discover a specific bit of information and then discarded. But by putting some character (and maybe a little humor) into a resource, users will begin to recognize the personalities and characters behind them, and will develop a trusting relationship with them. In fact, take a look at the results of this ClickZ study which showed that nearly three-quarters of those surveyed trusted user-submitted information, as opposed to the one-third that trusted information supplied directly from the company.

Basically, if you put it in a press release, it will be eyed with suspicion as "corporate propaganda" or self-serving PR. But if a charming British gecko or a creepy plastic King delivers information about your company, it's suddenly more memorable and more trustworthy among the audience that is familiar with your company.

Some Popular Examples from the Internet

Several companies and marketers understand the importance of developing personality with their company or Website, and have seen plenty of success from implementing it. Do you know who Tom Anderson is? Hmm. No? OK, what about if I asked if you know Tom from MySpace. Of course you do! Tom is "friends" will hundreds of thousands of MySpace users, and frequently sends very casual, personal messages to MySpace users about the site. Nevermind that he is the President of the company and handles all of the MySpace operations. To most users, he's simply a laidback, thirty-something guy that is the courier of information about their favorite social networking site. When Tom sends messages, users listen, and often interact. For most Web-based companies, interaction directly correlates to revenue.

Another great example is the comedy duo of Barats and Bereta. These two became household names among YouTube visitors after their comedic videos began circulating the Internet. Part of the draw to the duo is their "everyman" personalities and hilarious antics. That draw has been so strong that late last year, NBC signed the two men to a one-year contract developing comedic programming for their network. NBC made a smart move capitalizing on the image of two men already known - and likely trusted - by hordes of Internet users.

And while sites like Yahoo! Answers draw plenty of traffic from folks seeking answers to a wide variety of questions, none have received the attention that Ask a Ninja has. Why? Because The Ninja (as he apparently likes to be called) is a recognizable character that online users have become familiar with and learned to trust. After all, how would you prefer to have your questions answered: By an anonymous responder with a username like "Borat_22", or by a well-known, black-cloaked, deep-voiced ninja who will both answer your question and make you laugh?  

Conclusion: Making It Work for You

So, it's an interesting theory and all, but what do ninjas and geckos have to do with your site or online company? The answer is an untapped secret that just might help you increase site traffic and develop credibility for your company. The key is to make you or your company somehow relate to someone your audience members through the embodiment of charismatic, memorable, and trustworthy characterization.

If you are the voice of your company, let your personality shine through. If you're a tad on the boring side, that's fine … just exaggerate a bit to become a character loosely based on yourself. If you love beef jerky, and beef jerky might be of interest to your target audience, play it up in your characterization. If you are  marketing a large company or corporation, find that one BIG personality in your office and put them front and center. Changes are, your audience will want to be their friend … and will listen to what they have to say. Throw some humor in … Internet users love to share funny videos, sites, jokes, blog posts, so give them something to laugh at & something to remember, then let the magic of the online community become your free advertising.

Develop this character, devote some Web space to it, throw in a bit of humor & a little multimedia, provide an outlet for user interaction, and watch as your influence, revenue, and company grow.