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:
“And when discipline is concerned, the parent who has to make it to the end of an eighteen-hour day—who works at a job and then takes on a second shift with the kids every night—is much more likely to adopt the survivor’s motto: “If it works, I’ll use it.” From this perspective, dads who are even slightly less involved and emphasize firm limits or character- building might as well be talking a foreign language. They just don’t get it.”
—Ron Taffel (20th century)
“The rebel, unlike the revolutionary, does not attempt to undermine the social order as a whole. The rebel attacks the tyrant; the revolutionary attacks tyranny. I grant that there are rebels who regard all governments as tyrannical; nonetheless, it is abuses that they condemn, not power itself. Revolutionaries, on the other hand, are convinced that the evil does not lie in the excesses of the constituted order but in order itself. The difference, it seems to me, is considerable.”
—Octavio Paz (b. 1914)
“I believe I’m a better authority than anybody else in America on my own wife. I have never known a person with a stronger sense of right and wrong in my life—ever.”
—Bill Clinton (b. 1946)
“And they wrapped him up in an old cow’s hide,
And they sunk him in the Lowland sea,
And they sunk him in the Lowlands low.”
—Unknown. The Golden Vanity (l. 43–45)