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:
“The artist must be an egotist because, like the spider, he draws all his building material from his own breast. But just the same the artist alone among men knows what true humility means. His reach forever exceeds his grasp. He can never be satisfied with his work. He knows when he has done well, but he knows he has never attained his dream. He knows he never can.”
—Rheta Childe Dorr (1866–1948)
“I have the conviction that excessive literary production is a social offence.”
—George Eliot [Mary Ann (or Marian)
“Death is the sanction of everything the story-teller can tell. He has borrowed his authority from death.”
—Walter Benjamin (1892–1940)
“The vanity of the sciences. Physical science will not console me for the ignorance of morality in the time of affliction. But the science of ethics will always console me for the ignorance of the physical sciences.”
—Blaise Pascal (1623–1662)