In the social web there are no hierarchies, "the online world is flat", so the widespread tenor. Nevertheless, we have the (justified) feeling that individuals, companies, and organisations can attract a particularly large share of user attention and also enjoy the trust of the target group. Why is that?
There's a mostly unstated fact I must clarify right at the beginning: just because there are no hierarchical levels in the classical, analogue sense, it doesn't mean the internet is free of relationship structures. On the contrary, there are very clear patterns to be found in the social web. However, they do not extend vertically, but horizontally, and have a completely different significance than those in "real life".
Among the most important digital relationship parameters are networking, engagement, reputation, and authority. It is precisely these terms and their impact on corporate objectives, especially with regard to thought leadership and content marketing, that I want to address today.
Understanding the Social Web
To understand the social web means to understand human relationships. The internet is nothing more than the digital networking of people based on thematic points of interest. Online, we are not bound by spatial limits; we pursue our passions and connect with like-minded individuals, no matter where they are located.
To understand how users build relationships online, we need to know why they enter the social web in the first place. Dr. Jan-Hinrik Schmidt from the Hans Bredow Institute for Media Research at the University of Hamburg has identified three facets of internet use. This answers the question of what brings people to the social web:
- Identity Management: Representing and pursuing personal interests, skills, and opinions.
- Relationship Management: Mapping, forging, and maintaining personal networks.
- Information Management: Satisfying a thirst for knowledge and searching for relevant information.
The study “Wave 7 – Cracking the Social Code” arrived at very similar results. It identifies five basic needs for user behaviour in social media:
- Relationship cultivation,
- Entertainment,
- Learning,
- Recognition, and
- Self-actualisation.
When these social aspects of the internet are combined with the demands companies place on the web, it quickly becomes clear that companies can only succeed in the social web if, firstly, they view human relationships as a central benchmark and, secondly, they understand the internet as a communication medium.
Even before the social web era, business was done with those one trusted or who were personally recommended. Today, it is no different. Especially in the social web, personal recommendations (word of mouth) and building trust are particularly important despite, or perhaps precisely because of, geographical distance.
Building Reputation in the Social Web
The difference between companies in the social web and successful companies in the social web rarely lies in the degree of networking, but strongly in the nature and quality of their relationships. The situation is very similar with regard to communication. Both groups of companies certainly communicate, but one conducts a monologue, while the others cultivate a dialogue.
The stumbling blocks for the first group of companies include terms like humanity, personality, honesty, and engagement. These companies do not place the needs and motivations of their target group at the centre of their communication efforts but always refer only to themselves.
To assume a central role within the online community, companies must provide value. Reputation means cultivating relationships and demonstrating engagement with the community. To be very clear: networking alone does not create reputation. This arises through the engagement shown and the benefit that the online community can derive from this engagement.
The path from reputation to authority is a logical one, but by no means simple. While a company can build the status of an eager and valuable community member relatively quickly, achieving authority means positioning oneself as a thought leader.
Thought leaders build authority through their online actions and engagement within the community. They contribute to getting the best out of the community, thereby creating an advantage for as many members as possible. They share their knowledge, offer assistance, and never put themselves at the centre. However, true thought leaders also take a stand, assume responsibility, and understand that they are entitled to their leadership only because of the group. Stated very concisely: They lead because they serve.
Positioning as a Thought Leader
Thought leadership is therefore a frequently stated corporate goal. The only question is, how does one become an authority in one's field? On this, I found the following statement by Jason Miller, Head of Content Marketing at LinkedIn, very apt:
! I was once asked how to be a thought leader. The answer is: You have to be one. That takes understanding of the market and the people you are trying to reach and engage. You have to understand the state of the world, and also have ideas on how it should evolve. But it starts by being human. […] True thought leadership starts with empathy. […] Someone who is honestly trying to better understand the people they are trying to help. And if understanding and helping is the goal, I don’t believe true thought leaders would call themselves thought leaders.
Thought leadership, just like content marketing, can thus be traced back to a fundamental paradigm shift in the self-perception of companies and individuals. A fact I already pointed out in the article Content Marketing is dead. Long live Content Marketing! The initial question can therefore never be what I can get out of a certain position within the community for myself, but whether I can bring significant benefit to the community from a certain position. Both content marketing and inbound marketing have proven particularly effective in this sense.
Reputation Takeaway
The path to authority and thought leadership in the social web therefore always (!) begins with oneself - with one's own positioning, with personal motivations, and with the services provided to the community.
