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:
“Little Bill Daggett: I don’t deserve this. To die like this. I was building a house.
Will Munny: Deserve’s got nothing to do with it.”
—David Webb Peoples, screenwriter. Little Bill Daggett (Gene Hackman)
“After experience taught me that all the ordinary
Surroundings of social life are futile and vain;”
—William Dewitt Snodgrass (b. 1926)
“The churches ... have lost much of their authority over youth because they have refused to re-examine their religious sanctions and their dogmatic preaching in the light of modern physiology, psychology and sociology.”
—Agnes E. Meyer (1887–1970)
“My lord, the crown which I have borne so long has given enough of vanity in my time. I beseech you not to augment it in this hour when I am so near my death.”
—Elizabeth I (1533–1603)