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:
“Notice how he has numbered the blue veins
in my breast. Moreover there are ten freckles.
Now he goes left. Now he goes right.
He is building a city, a city of flesh.
He’s an industrialist.”
—Anne Sexton (1928–1974)
“Whether in the field of health, education or welfare, I have put my emphasis on preventive rather than curative programs and tried to influence our elaborate, costly and ill- co-ordinated welfare organizations in that direction. Unfortunately the momentum of social work is still directed toward compensating the victims of our society for its injustices rather than eliminating those injustices.”
—Agnes E. Meyer (1887–1970)
“The churches ... have lost much of their authority over youth because they have refused to re-examine their religious sanctions and their dogmatic preaching in the light of modern physiology, psychology and sociology.”
—Agnes E. Meyer (1887–1970)
“Vanity is so anchored in the heart of man that a soldier, a soldier’s servant, a cook, a porter brags and wishes to have his admirers. Even philosophers wish for them. Those who write against vanity want to have the glory of having written well; and those who read it desire the glory of having read it. I who write this have perhaps this desire, and perhaps those who will read it.”
—Blaise Pascal (1623–1662)