- Content Marketing
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Patient Opinion Leaders Are the New Healthcare InfluencersFive Online Community Types: Which One Does Yours Fit Into?Digital Communities: 5 Ways to Determine PurposeCelebrate Your Social Media Successes, but Don't Forget that Community Trust is the Key
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Online fundraising... reputation matters
Posted on January 12th 2009
Hot on the heels of David Armano's successful and generous #Daniela outreach, I'm seeing charity requests start to crop up for all kinds of causes.
Simultaneously, reports of phishing online and Ponzi schemes offline are on the rise as well.
This brings numbers come into play, i.e. friends and followers. Links to many people hint at a conspicuously public presence, where one would have little to hide. But numbers aren't everything - certain figures like 2,000 friends on Twitter should be a warning sign.
So relationships matter. If people you know are participating or connected already, then you might be inclined to join in. When you receive a friend request from someone on Facebook who you can't place, the ability to view mutual friends may help you decide to confirm. But as our grade school teachers rhetorically asked us, "if everyone was jumping off a bridge, would you?"
Thus we require personal interactions to help bridge the trust gap. These consist of content and quality within direct conversation. Recency and frequency matter here which should temper the "monetary"/intangible risk of any action. Behavior bundles in here as well.
These three factors work best together as a set - think of it as a bridge of trust between two people. (The image in my mind is illustrated above, inspired by Tropic Thunder...and as you know, sometimes your understanding turns out to be all wrong and you need to blow it up.)
So with a half-hearted apology, that's why I'm not going to blog about your PR spam, trade links with you to game search engines, or help you transfer $17.7 million out of Burkina Faso. Even if you really did write the email with tears, sadness and pains. It's also why I steer clear of grey areas like sponsored blogging.
Reputation matters. After all, in a world of weak ties, what else do we have?