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:
“Writing a book I have found to be like building a house. A man forms a plan, and collects materials. He thinks he has enough to raise a large and stately edifice; but after he has arranged, compacted and polished, his work turns out to be a very small performance. The authour however like the builder, knows how much labour his work has cost him; and therefore estimates it at a higher rate than other people think it deserves,”
—James Boswell (1740–1795)
“There is a social respect necessary in company: you may start your own subject of conversation with modesty, taking care, however, de ne jamais parler de cordes dans la maison d’un pendu.”
—Philip Dormer Stanhope, 4th Earl Chesterfield (1694–1773)
“Authority poisons everybody who takes authority on himself.”
—Vladimir Ilyich Lenin (1870–1924)
“Of the three forms of pride, that is to say pride proper, vanity, and conceit, vanity is by far the most harmless, and conceit by far the most dangerous. The meaning of vanity is to think too much of our bodily advantages, whether real or unreal, over others; while the meaning of conceit is to believe we are cleverer, wiser, grander, and more important than we really are.”
—John Cowper Powys (1872–1963)