Building "social Authority" and Vanity
It is through this process of "building social authority" that social media becomes effective: One of the foundational concepts in social media has become that you cannot completely control your message through social media but rather you can simply begin to participate in the "conversation" expecting that you can achieve a significant influence in that conversation.
However, this conversation participation must be cleverly executed because while people are resistant to marketing in general, they are even more resistant to direct or overt marketing through social media platforms. This may seem counterintuitive but is the main reason building social authority with credibility is so important. A marketer can generally not expect people to be receptive to a marketing message in and of itself. In the Edelman Trust Barometer report in 2008, the majority (58%) of the respondents reported they most trusted company or product information coming from "people like me" inferred to be information from someone they trusted. In the 2010 Trust Report, the majority switched to 64% preferring their information from industry experts and academics. According to Inc. Technology's Brent Leary, "This loss of trust, and the accompanying turn towards experts and authorities, seems to be coinciding with the rise of social media and networks."
Read more about this topic: Social Media
Famous quotes containing the words building, social, authority and/or vanity:
“A truly great book should be read in youth, again in maturity and once more in old age, as a fine building should be seen by morning light, at noon and by moonlight.”
—Robertson Davies (b. 1913)
“There is no morality by instinct.... There is no social salvation—in the end—without taking thought; without mastery of logic and application of logic to human experience.”
—Katharine Fullerton Gerould (1879–1944)
“The members of a body-politic call it “the state” when it is passive, “the sovereign” when it is active, and a “power” when they compare it with others of its kind. Collectively they use the title “people,” and they refer to one another individually as “citizens” when speaking of their participation in the authority of the sovereign, and as “subjects” when speaking of their subordination to the laws of the state.”
—Jean-Jacques Rousseau (1712–1778)
“I feel the desire to be with you all the time. Oh, an occasional absence of a week or two is a good thing to give one the happiness of meeting again, but this living apart is in all ways bad. We have had our share of separate life during the four years of war. There is nothing in the small ambition of Congressional life, or in the gratified vanity which it sometimes affords, to compensate for separation from you. We must manage to live together hereafter. I can’t stand this, and will not.”
—Rutherford Birchard Hayes (1822–1893)