11.1. Building Consensus

What's more basic than asking someone if they'd recommend for you whatever it was that they just did. Did they like it or not? Did it work or didn't it? Are you likely to like it as well? The Social Web, especially when viewed from a consumer's perspective, is built on just such questions. To be sure, a lot of what appears on the Social Web might, from a marketer's perspective, be what you'd loosely call "personal entertainment"— photos of family, videos of community events, and similar material. But a significant chunk of the Social Web is also dedicated to commentary about the news, about politics, about commerce, and specifically about the experiences of people following the purchase of a product, the use of a service, or an interaction with a brand. This type of commentary definitely impacts your marketing efforts regarding awareness, persuasion, and ultimately conversion. This is one of you most fundamental connections to social media.

When your customers are positively recommending what you are selling, your work as a marketer is a lot like riding the perfect wave. Of course, there's no a guarantee the ride will last forever—even the best surfers still wipe out—but it sure beats sitting on the beach. Compared to paddling around by yourself, wondering where all the action is, having the Social Web working for you is pretty great. This chapter covers some of the most straightforward—but often overlooked—elements of the Social Web that you have at your disposal, social elements that can help you grab and ride that perfect wave.