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:
“Our civilization is characterized by the word “progress.” Progress is its form rather than making progress being one of its features. Typically it constructs. It is occupied with building an ever more complicated structure. And even clarity is sought only as a means to this end, not as an end in itself. For me on the contrary clarity, perspicuity are valuable in themselves.”
—Ludwig Wittgenstein (1889–1951)
“Never before has a generation of parents faced such awesome competition with the mass media for their children’s attention. While parents tout the virtues of premarital virginity, drug-free living, nonviolent resolution of social conflict, or character over physical appearance, their values are daily challenged by television soaps, rock music lyrics, tabloid headlines, and movie scenes extolling the importance of physical appearance and conformity.”
—Marianne E. Neifert (20th century)
“Does it follow that I reject all authority? Perish the thought. In the matter of boots, I defer to the authority of the bootmaker.”
—Mikhail Bakunin (1814–1876)
“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)