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:
“Whoever places his trust into a system will soon be without a home. While you are building your third story, the two lower ones have already been dismantled.”
—Franz Grillparzer (1791–1872)
“It’s frightening how easy it is to commit murder in America. Just a drink too much. I can see myself doing it. In England, one feels all the social restraints holding one back. But here, anything can happen.”
—W.H. (Wystan Hugh)
“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)
“Vanity and pride are different things, though the words are often used synonymously. A person may be proud without being vain. Pride relates more to our opinion of ourselves, vanity to what we would have others think of us.”
—Jane Austen (1775–1817)