Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.
When people post their content, others don’t care that much on what they’re reading, but who is the person behind the computer. I know thats mostly the case for me and my friends; we mostly share each others work because I trust and like the people writing it. One of my favorite points in this chapter is how they relate your personal heroic brand to reciprocity and the obligation to return favors. “Indeed whatever power structure exists on the social web, it’s often built on a foundation of subtle indebtedness, an ability to create influence through an economy of favors.” (Pg 145) I personally agree with this and I see it all the time. In my sororities Facebook group girls are constantly posting things to help out their families business, or share information about a charity they support, etc. Tom Webster, vice president of Edison Research says that this liking back and fourth is easily done because it is something that takes such little effort.
Although this concept of reciprocity works and is popular on the web, it may or may not create long-term leverage. The chapter mentions a connection to our favorite people on Youtube or Pinterest and how we relate to them and what they are putting online. “The ability to publish anything, anywhere, anytime, for all the world to see is a valuable opportunity to establish connection with your audiences in an intimate way, in a truly heroic way.” (Pg. 148) I definitely feel that having connections with people will always rein successful. I got my first job in retail solely based on my personality. I had little to no experience in the field but the manager liked our conversation and how outgoing I was. I think establishing congruity is one of the most important steps toward creating a heroic brand.