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 limits of prudence: one cannot jump out of a burning building gradually.”
—Mason Cooley (b. 1927)
“If twins are believed to be less intelligent as a class than single-born children, it is not surprising that many times they are also seen as ripe for social and academic problems in school. No one knows the extent to which these kind of attitudes affect the behavior of multiples in school, and virtually nothing is known from a research point of view about social behavior of twins over the age of six or seven, because this hasn’t been studied either.”
—Pamela Patrick Novotny (20th century)
“Women who assume authority are unnatural. Unnatural women are lesbians. Therefore all the leaders of the women’s movement were presumed to be lesbians.”
—Jane O’Reilly, U.S. feminist and humorist. The Girl I Left Behind, ch. 8 (1980)
“Do not forget! For those green times now laugh
In glee with sport and thought and lily dance;
And fate in vanity now leaps to chaff
Me smiling at her winking circumstance.”
—Allen Tate (1899–1979)