• Skip to primary navigation
  • Skip to content
  • Skip to primary sidebar
  • Skip to footer

Neal Schaffer-Social Media Speaker, Author, Consultant, Educator and InfluencerNeal Schaffer-Social Media Speaker, Author, Consultant, Educator and Influencer

Maximize Your Social at the official site of social media keynote speaker Neal Schaffer

  • Meet Neal
  • Influencer Marketing
  • Speaking
  • Consulting
  • Books
  • Blog
  • Hire Neal
  • Nav Social Menu

    • LinkedIn
    • Facebook
    • Twitter
    • Instagram
    • RSS
    • Email

Social Media Influence: Understanding the New Generation ¨C¨

by Raymond Morin

May 21, 2012 By Raymond Morin 3 Comments

Social-Media-Influence-Understanding-the-New-Generation-C-V1 copy

Generation C and User Influence

To understand what’s at stake when considering the influence of social media, companies and organizations must first try to understand user motivation. In the era of social networks and mobile communications, new Internet users are taking the reins of a new economic power; this power belongs to Generation C.

This new generation isn’t delineated by age or demographic evolution. Rather, as Trendwatching magazine (who launched the concept of Generation C in 2004) defines it, it’s a new generation of social network and mobile technology users – connected consumers – who benefit from on-line tools in order to demand a more active role in the purchasing chain.

Although mostly represented by digital natives (those born after 1994), Generation C groups all of the generations together. A large number of users belong to Generation Y (born between 1979 and 1994) and Generation X (born between 1963 and 1979). Baby boomers, (born between 1945 and 1963) constitute the age group that has the highest number of users adopting social media within recent years.

These effective consumers expect more than ever from their shopping experience. They now demand to be heard and they won’t hesitate to share their advice and /or recommendations, whether they’re positive or negative, in order to express themselves. In 2012, it’s no longer the company who controls the projected brand image, but rather the tremendous power the viral recommendations of peer-to-peer (P2P) users wield.

The user therefore becomes the influencer by influencing the company to make decisions they no longer influence themselves. Taking advantage of this newfound influence, users take a greater role in the process. Now, the privilege of deciding the level of commitment comes back to the user.

Further reading includes :

Brian Solis : Meet Generation C : The Connected Consumer.

Influencers of Social Media: Ambassadors or Sponsors?

Today, brands therefore need to solicit user engagement so they may become their ambassadors. In an article published last autumn in Windmill Networking, Social Media Influencer Outreach Brand Ambassador : Case Study All Nippon Airways #Analax, Neal Schaffer presented his own case which proved to be a very good example. Rather than settling for a formula that included perks or sponsorship, the Japanese airline company offered him a higher level of commitment. This approach was more satisfactory to Neal, who preferred becoming an ambassador to the company.

The notion social media’s influence continues to raise a lot of controversy. The definition of user influence in the context of social networking is not that of someone using influence to cause discomfort. Rather, it is a concept that exists only in terms of the confidence and commitment given to the influencer. Influence in social media will always remain relative and in accordance with the topic and the channels of distribution that are being used. We must therefore go beyond the “social score” to understand how someone with user influence wins the trust of his or her followers.

With the new Generation C consumers, the conversation must be honest and transparent. In order to be influenced, the user must be open and be able to allow him or herself to communicate passionately and this, in turn, must lead the influencer thereby transforming the user into an ambassador. User trust must already be established by the influencer along with recognition of credibility and authority.

When choosing sponsorship or program perks offered by brands, both parties agree on a purely professional level of commitment. The influencer accepts a role like that of a spokesman and message amplifier. This role is a departure from the role of user, and followers must be duly notified – otherwise, he or she runs the risk of becoming influenced!

Social Influence Marketing, just like in the days of silent movies

I often refer to this metaphor from Mark Schaefer because I fully agree with this idea: at the present time, we can only see how influence is of paramount significance on the social media scene. One cannot help but be fascinated at what can be discovered and to get excited about what the future holds.

However, the scope and understanding of the new Web science is still in its infancy. By measuring only the amplification and resonance of the messages of an influencer, the measurement tools available on the ‘Net only assess certain aspects of social capital.

However, as I wrote in a recent post on Virage 2.0: “As it is when learning the best practices, it’s not so much the value of the metric (measurement) that is lacking. At this level, everything remains to be done.” As in the days of silent movies, the best (and the worst) is yet to come!

What do you think of the future of social influence marketing?

Join my newsletter!

Nealschaffer

Subscribe to get my latest content by email as soon as I publish it.

Success! I'll send you updates as soon as I publish them!

There was an error submitting your subscription. Please try again.

Don't worry: You can unsubscribe at any time. Powered by ConvertKit
  • Bio
  • Latest Posts
Raymond Morin

Raymond Morin

Raymond Morin is an expert on Influencer Marketing. Raymond is a francophone author and speaker who has 20 years experience acting as a senior strategic consultant and coach for organizations, SMBs and independent professionals. Author of the books «Culture Web à la portée des PME» (2001) and «Comment entreprendre le virage 2.0» (2010), he has also contributed to several magazines and bloggers platforms over the years. His upcoming new book in French, entitled «Generation C et l’influence des consommateurs branchés», is prefaced by Neal Schaffer, and will be also published in English and Spanish during the next year.
Raymond Morin

Latest posts by Raymond Morin (see all)

  • Influence is Based on the Quality of Content Before the Reach - June 6, 2018
  • Redefining Influence Marketing in 2018 - February 8, 2018
  • Fake News: The Hidden Face of Influence Marketing - December 5, 2017
  • Building Credibility and Influence With A Corporate Blog - October 2, 2017
  • 6 Influencer Marketing Myths Debunked in 2017 - August 10, 2017

About Raymond Morin

Raymond Morin is an expert on Influencer Marketing. Raymond is a francophone author and speaker who has 20 years experience acting as a senior strategic consultant and coach for organizations, SMBs and independent professionals. Author of the books «Culture Web à la portée des PME» (2001) and «Comment entreprendre le virage 2.0» (2010), he has also contributed to several magazines and bloggers platforms over the years. His upcoming new book in French, entitled «Generation C et l’influence des consommateurs branchés», is prefaced by Neal Schaffer, and will be also published in English and Spanish during the next year.

Reader Interactions

Comments

  1. Kent says

    July 13, 2012 at 9:35 am

    Hi Raymond, whether our customers are our company social influencers, it depends on our service or product quality. It can be double-edged sword.

    Reply
  2. Lina Arseneault says

    May 29, 2012 at 6:18 pm

    It will get more refined in time and is generally on the right track.  Nice blog post.   @LinaArseneault:twitter 

    Reply
  3. Bojan Djordjevic says

    May 22, 2012 at 8:08 am

    This whole deal is headed in the right directions. I feel as if people are becoming more and more empowered, and that the ruthless companies who’s motivation was profit alone, will have to give the users what they want, or they will be eaten alive by the competition who will do the same.

    Reply

Leave a Reply Cancel reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Primary Sidebar

FOLLOW ME!

Follows
  • Twitter
    222k Followers
  • LinkedIn
    40.8k Followers
  • Pinterest
    29.8k Followers
  • Instagram
    16.3k Followers
  • Facebook
    10.7k Followers
  • YouTube
    244 Followers

COME SEE ME SPEAK LIVE!

COME SEE ME SPEAK LIVE!

PRE-ORDER MY NEW BOOK!

PRE-ORDER MY NEW BOOK!

LOOKING TO BETTER LEVERAGE LINKEDIN?

LOOKING TO BETTER LEVERAGE LINKEDIN?

USE THE SOCIAL MEDIA DASHBOARD THAT I USE!

USE THE SOCIAL MEDIA DASHBOARD THAT I USE!

LEARN THE LATEST ABOUT INFLUENCER MARKETING

LEARN THE LATEST ABOUT INFLUENCER MARKETING

Join my newsletter!

Nealschaffer

Subscribe to get my latest content by email as soon as I publish it.

Success! I'll send you updates as soon as I publish them!

There was an error submitting your subscription. Please try again.

Don't worry: You can unsubscribe at any time. Powered by ConvertKit

ABOUT NEAL

Neal Schaffer is a leader in helping educate executives and professionals on social media as well as in implementing successful social media strategies for businesses. CEO of the social media agency PDCA Social, social media educator at Rutgers University and the Irish Management Institute, social media keynote speaker who has spoken at hundreds of events on four continents, and author of three social media books, Neal is a true innovator and influencer in the growing world of social media for business.

SEARCH THIS SITE

CATEGORIES

  • LinkedIn
  • Facebook
  • Twitter
  • Instagram
  • Pinterest
  • YouTube
  • RSS
  • Email

Footer

Neal Schaffer

About Neal Schaffer
Influencer Marketing Services
Social Media Speaker
Social Media Consulting
Social Media Books
Neal's Social Media Blog Posts
Neal's Social Media Podcast
Social Media Center of Excellence
Hire Neal
Write for This Blog

Popular Blog Categories

Instagram Marketing
Twitter Marketing
LinkedIn
Facebook Marketing
Content Marketing
Social Media Tools
Influencer Marketing
YouTube & Video Marketing
WeChat and China Social Media
Social Media for Nonprofits
Social Media Strategy

Free Ebooks

Maximizing LinkedIn for Business
How AI is Revolutionizing Influencer Marketing
How to Build an Employee Advocacy Program
Focused Social Selling
The Social Media Tools for Business Buyer's Guide

More Social Media Resources

Recommended Social Media Books
Recommended Social Media Apps & Tools
Recommended Social Media Conferences
Recommended WordPress Plugins

Search This Site

Follow Me

Follows
  • Twitter
    222k Followers
  • LinkedIn
    40.8k Followers
  • Pinterest
    29.8k Followers
  • Instagram
    16.3k Followers
  • Facebook
    10.7k Followers
  • YouTube
    244 Followers

© 2008–2019 Windmills Marketing · Privacy Policy · Terms & Conditions · Contact

https://nealschaffer.com/author/raymond-morin/