Stealing Share Logo in White


Tom Dougherty's Opinions

The REAL power of social media like Facebook

July 24, 2023

How Social Media Changed My Perspective on the Power of Endorsements

power of social media If you have read my blog in the past, you know that I was skeptical of social media’s real value in advertising budgets.

I was one of those skeptics who couldn’t quite wrap their heads around the social media frenzy. People and brands seemed obsessed with “Likes,” and I questioned how much value those little thumbs-up icons held in the grand scheme of things.

But, as time passed, I found myself reluctantly diving deeper into social media and slowly experiencing a transformation in my views. I’m still skeptical about “Likes” but now embrace the persuasive power of social media endorsements.

I still think the corporate culture of “likes” is stupid. It seemed like everyone was jumping on the bandwagon, celebrating each little heart or thumbs-up as if it were a grand achievement. I couldn’t help but wonder, “What’s the big deal? How does getting a bunch of ‘Likes’ actually impact brands or gauge their success?”

Chasing Vanity Metrics

Initially, I saw “Likes” as mere vanity metrics, empty numbers with no substantial value. Brands appeared to be obsessed with racking up “Likes,” as if it were some kind of popularity contest, without providing much evidence of how it translated into tangible benefits.

My skepticism grew even stronger as I saw some businesses buying fake “Likes” to inflate their social media presence artificially.

My reservations about the power of social media

Despite my reservations, I couldn’t escape the influence of social media. I gradually began exploring various platforms, intrigued by the diverse content and stories shared by individuals and brands alike. I noticed how people would rave about their favorite places, things, and experiences, using “Likes” as a way to express their affinity. Yet, my skeptical side still questioned whether these virtual endorsements made a difference in the real world.

Understanding the Power of Endorsements

I always knew the power of REAL endorsements.

I have stumbled upon posts that featured endorsements of places and things shared by people I trusted and respected.

Unlike the superficial “Likes” I had seen earlier; these endorsements carried a sense of authenticity that resonated with me.

First-Hand Endorsements the Power of Personal Connection

power of social mediaI realized the true power of social media endorsements – they represented authentic, first-hand experiences. People shared their genuine love and enthusiasm for places, products, and experiences that had touched their lives.

It wasn’t just about the “Likes” anymore but about building a connection and creating affinity through shared experiences.

With every endorsement, I saw a ripple effect in action. Friends and followers would respond with comments, sharing their experiences and forming camaraderie over shared interests. Suddenly, it became evident that these endorsements weren’t just hollow numbers but building blocks of a community that thrived on shared passions.

Brands Harnessing the Power of Endorsements

Savvy brands must harness this power. And encourage customers to share their experiences and showcase how their products or services have positively impacted their lives. In doing so, brands became more relatable and human, transcending the traditional advertising approach.

Here is an example of the persuasive power of the social media storm.

How Facebook Posts Transformed Old Rag Hike into a Hiker's Paradise

The real power of Social mediaMy family and I visit and hike Shenandoah National Park often. My first hikes there began was I was a teen and continue to this day.

We used to hike Old Rag Mountain yearly. It was a seminal moment for all my kids. I remember hiking it and seeing no one else on the trail. We used to park the car on the road (The Nethers) between huge boulders and then spend the rest of the day hiking that grand old mountain.

In recent years, the Old Rag Hike in Shenandoah National Park has experienced unprecedented popularity, attracting adventure-seekers worldwide. The once lesser-known trail has become a favorite destination for hikers and nature enthusiasts.

The sudden spike in its popularity can be attributed mainly to the power of social media, particularly Facebook posts. This platform has revolutionized how information is disseminated, and recommendations are shared.

Facebook has propelled the Old Rag Hike to fame, leading to the implementation of a special pass system to manage the influx of visitors.

The Power of Social Media in Real-Time

The park ranger there last weekend told me that the trail had become so busy that there were times when 2,500 people hiked it every day. She said there were times when the wait to do the rock scramble was two and a half hours long (the rock scramble is 3/4th of the way up the entire hike). Today, they allow no more than 800 hikers a day— still too many for me, but I understand the popularity.

The Power of Social Media and First-Hand Recommendations on Facebook

When hikers began to share their experiences on Facebook, accompanied by photos and heartfelt, the allure of Old Rag Hike spread like wildfire.

Instead of relying solely on official park websites or guidebooks, potential visitors were now exposed to personal accounts of the trail.

These first-hand recommendations from friends, family, and acquaintances carried a level of trust and authenticity that conventional advertising and marketing could not replicate.

The Viral Effect and the Tipping Point

The viral power of social mediaThe viral nature of social media content played a crucial role in amplifying the popularity of the Old Rag Hike.

As more and more hikers shared their adventures, the number of potential visitors exposed to these posts grew exponentially. The idea of tackling the challenging trail and witnessing the majestic views became increasingly appealing to outdoor enthusiasts.

Eventually, this accumulated exposure reached a tipping point where the Old Rag Hike gained widespread recognition as a must-do experience, further driving its popularity.

The power of social media has created challenges from overcrowding

As the popularity of the Old Rag Hike surged, the influx of hikers began challenging the park’s infrastructure, natural environment, and overall visitor experience.

Initially designed for a modest number of hikers, the trail struggled to accommodate the rapidly increasing footfall. The natural flora and fauna faced potential disruptions, and fragile ecosystems were at risk of degradation due to trampling and littering. Additionally, parking lots and facilities were often overcrowded, leading to inconveniences for visitors and safety concerns.

In response to these challenges, park authorities took measures to manage the overwhelming demand for the Old Rag Hike. One of the solutions involved the implementation of a special pass system.

Hikers must now obtain a pass before their visit, which had a limited daily quota. The pass system aimed to regulate the number of hikers on the trail daily, mitigating the impact of overcrowding and preserving the area’s natural beauty.

The case of Old Rag Hike serves as a testament to the transformative influence of social media in shaping modern-day  trends.


Leave a Reply

Your email address will not be published. Required fields are marked *