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:
“Travelling is the ruin of all happiness! There’s no looking at a building here after seeing Italy.”
—Fanny Burney (1752–1840)
“Without our suffering, our work would just be social work, very good and helpful, but it would not be the work of Jesus Christ, not part of the Redemption.... All the desolation of the poor people, not only their material poverty, but their spiritual destitution, must be redeemed. And we must share it, for only by being one with them can we redeem them by bringing God into their lives and bringing them to God.”
—Mother Teresa (b. 1910)
“Contact with men who wield power and authority still leaves an intangible sense of repulsion. It’s very like being in close proximity to faecal matter, the faecal embodiment of something unmentionable, and you wonder what it is made of and when it acquired its historically sacred character.”
—Jean Baudrillard (b. 1929)
“We say little, when vanity does not make us speak.”
—François, Duc De La Rochefoucauld (1613–1680)