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)
“The day-laborer is reckoned as standing at the foot of the social scale, yet he is saturated with the laws of the world. His measures are the hours; morning and night, solstice and equinox, geometry, astronomy, and all the lovely accidents of nature play through his mind.”
—Ralph Waldo Emerson (1803–1882)
“For words are wise men’s counters, they do but reckon by them; but they are the money of fools, that value them by the authority of an Aristotle, a Cicero, or a Thomas, or any other doctor whatsoever, if but a man.”
—Thomas Hobbes (1579–1688)
“It is a time when one’s spirit is subdued and sad, one knows not why; when the past seems a storm-swept desolation, life a vanity and a burden, and the future but a way to death.”
—Mark Twain [Samuel Langhorne Clemens] (1835–1910)