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:
“The limits of prudence: one cannot jump out of a burning building gradually.”
—Mason Cooley (b. 1927)
“I work hard in social work, public relations, and raising the Grimaldi heirs.”
—Princess Grace (1929–1982)
“A woman who occupies the same realm of thought with man, who can explore with him the depths of science, comprehend the steps of progress through the long past and prophesy those of the momentous future, must ever be surprised and aggravated with his assumptions of leadership and superiority, a superiority she never concedes, an authority she utterly repudiates.”
—Elizabeth Cady Stanton (1815–1902)
“Whoever denies that he possesses vanity generally possesses it in so brutal a form that he instinctively shuts his eyes in its presence, so as not to have to look down upon himself.”
—Friedrich Nietzsche (1844–1900)