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)
“The mere fact of leaving ultimate social control in the hands of the people has not guaranteed that men will be able to conduct their lives as free men. Those societies where men know they are free are often democracies, but sometimes they have strong chiefs and kings. ... they have, however, one common characteristic: they are all alike in making certain freedoms common to all citizens, and inalienable.”
—Ruth Benedict (1887–1948)
“In one sense it is evident that the art of kingship does include the art of lawmaking. But the political ideal is not full authority for laws but rather full authority for a man who understands the art of kingship and has kingly ability.”
—Plato (428–348 B.C.)
“Nor envy’s snaky eye, finds harbour here,
Nor flatterers’ venomous insinuations,
Nor cunning humorists’ puddled opinions,
Nor courteous ruin of proffered usury,
Nor time prattled away, cradle of ignorance,
Nor causeless duty, nor comber of arrogance,
Nor trifling title of vanity dazzleth us,
Nor golden manacles stand for a paradise;”
—Sir Philip Sidney (1554–1586)