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:
“People do not know the natural infirmity of their mind: it does nothing but ferret and quest, and keeps incessantly whirling around, building up and becoming entangled in its own work, like our silkworms, and is suffocated in it: a mouse in a pitch barrel.”
—Michel de Montaigne (1533–1592)
“There is a social respect necessary in company: you may start your own subject of conversation with modesty, taking care, however, de ne jamais parler de cordes dans la maison d’un pendu.”
—Philip Dormer Stanhope, 4th Earl Chesterfield (1694–1773)
“Freedom of conscience entails more dangers than authority and despotism.”
—Michel Foucault (1926–1984)
“God how I hate new countries: They are older than the old, more sophisticated, much more conceited, only young in a certain puerile vanity more like senility than anything.”
—D.H. (David Herbert)