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If You Don’t “Like” This Post, I Lose All My Social Credibility

It's unfortunate, but this mindset is becoming a reality in the social web.

Brands are turning to services such as Klout, a company that measures a persons online influence, to identify socially credible influencers. These influencers become the brands ideal customers in hopes that they will speak well of their experiences with the brand across their attentive social networks.

Great idea, right? In some cases, yes, let the consumer do the work. Treat your customers right and they will become brand ambassadors.

As I see it, the problem lies not with the social credibility model, but with the metrics used to identify who has credibility and who doesn't. Socially engaged people tend to engage with other socially engaged people. Heavy users of Facebook and Twitter spend the vast majority of their time engaging with other heavy users of Facebook and Twitter. Technology is becoming a huge part of advertising industry, and you can rely on an algorithm to tell you who has the most retweets and 'likes' but to rely on an algorithm to tell you who has developed the strongest real emotional human connections is a mistake.

Technology can't develop relationships, only genuine people and genuine brands can. I know it can be easy to look at numbers and make decisions, but we can't sacrifice great relationships for great metrics.

  • http://topsy.com/www.airplanecorporation.com/2010/12/if-you-dont-like-this-post-i-lose-all-my-social-credibility/?utm_source=pingback&utm_campaign=L2 Tweets that mention If You Don’t “Like” This Post, I Lose All My Social Credibility | Airplane Corporation — Topsy.com

    [...] This post was mentioned on Twitter by Airplane Corporation. Airplane Corporation said: RT @ChristianChilds: If you don't 'Like' this post, I lose all my social credibility http://bit.ly/idqZ9o [...]

  • http://twitter.com/jayselway jayselway

    It'll never be 100% accurate, but Klout is a good tool for measuring social activity, not necessarily social credibility.

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