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)
“Institutional psychiatry is a continuation of the Inquisition. All that has really changed is the vocabulary and the social style. The vocabulary conforms to the intellectual expectations of our age: it is a pseudo-medical jargon that parodies the concepts of science. The social style conforms to the political expectations of our age: it is a pseudo-liberal social movement that parodies the ideals of freedom and rationality.”
—Thomas Szasz (b. 1920)
“America has always been a country of amateurs where the professional, that is to say, the man who claims authority as a member of an élite which knows the law in some field or other, is an object of distrust and resentment.”
—W.H. (Wystan Hugh)
“The English, besides being “good haters,” are dogged and downright, and have no salvos for their self-love. Their vanity does not heal the wounds made in their pride. The French, on the contrary, are soon reconciled to fate, and so enamoured of their own idea, that nothing can put them out of conceit with it. Whatever their attachment to their country, to liberty or glory, they are not so affected by the loss of these as to make any desperate effort or sacrifice to recover them.”
—William Hazlitt (1778–1830)