{"id":62405,"date":"2024-09-11T08:00:00","date_gmt":"2024-09-11T12:00:00","guid":{"rendered":"https:\/\/businessesgrow.com\/?p=62405"},"modified":"2024-09-11T08:00:00","modified_gmt":"2024-09-11T12:00:00","slug":"social-objects-2","status":"publish","type":"post","link":"https:\/\/businessesgrow.com\/2024\/09\/11\/social-objects-2\/","title":{"rendered":"Exploring the overlooked world of social objects"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-62410\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/09\/social-objects.jpg\" alt=\"social objects\" width=\"800\" height=\"450\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/09\/social-objects.jpg 599w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/09\/social-objects-300x169.jpg 300w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Have you heard of social object theory? I think this is one of the most overlooked and even undiscovered marketing ideas. In fact, social objects are probably fueling a great deal of your marketing success!<\/p>\n<p>Social objects come from a theory proposed by sociologist <a href=\"https:\/\/en.wikipedia.org\/wiki\/Karin_Knorr_Cetina\" target=\"_blank\" rel=\"noopener\">Karin Knorr Cetina<\/a>. It creates a remarkably simple and useful ignition point for a word-of-mouth marketing effort.<\/p>\n<p>You&#8217;re at a party, feeling awkward and out of place. Suddenly, you spot someone wearing a t-shirt from your favorite band. Bam! Instant connection. That t-shirt? It&#8217;s a social object \u2013 a conversation starter, a reason for people to interact.<\/p>\n<p>Social objects are the glue that binds us together in the vast and often impersonal digital landscape. They&#8217;re the videos that pause our scrolling, the memes we can\u2019t wait to share, the unique products we rave about to friends. A social object is anything that serves as a focal point for social interaction.<\/p>\n<p>Without an object to trigger a topic, we\u2019d have nothing of substance to talk about.<\/p>\n<ul>\n<li>When a stranger approaches someone and asks about their stylish shoes, the shoes are the social object.<\/li>\n<li>When people attend a marketing activation, the Olympics, or a music festival, the event is the social object.<\/li>\n<li>If you share this book with someone or post it on social media (yes, please!), the book becomes a social object.<\/li>\n<\/ul>\n<p>Here&#8217;s where things get interesting. Many marketers view their content strategy as the starting point for a conversation, and it certainly can be. But if we broaden our marketing perspective to think of social objects as the &#8220;catalysts for connection,&#8221; we unlock endless new possibilities.<\/p>\n<p>This is a topic worthy of more exploration, and Keith Jennings and I did just that on the new episode of The Marketing Companion. But we did more than discuss an idea. We started a master class on this idea as marketing strategy, unraveling critical components such as:<\/p>\n<ul>\n<li>gravitational pull<\/li>\n<li>critical mass<\/li>\n<li>emotional meaning<\/li>\n<\/ul>\n<p>&#8230; which seem to be prerequisites for success. You won&#8217;t want to miss this extraordinary discussion!<\/p>\n<h3><a href=\"https:\/\/traffic.libsyn.com\/marketingcompanion\/MarkSep9-FINAL.mp3\" target=\"_blank\" rel=\"noopener\">Click here to enjoy Marketing Companion Episode 297<\/a><\/h3>\n<p><strong>The story behind the photo:<\/strong> I love the comedy\/drama <a href=\"https:\/\/en.wikipedia.org\/wiki\/Lilyhammer\" target=\"_blank\" rel=\"noopener\">Lilyhammer<\/a> and especially the hilarious chracter Torgeir with his quirky hat that says &#8220;I Heart Girls.&#8221; I just knew that some day I would be able to work this into a blog post! Certainly, this hat would be considered a social object!<\/p>\n<p>Keith Jennings first wrote about social objects <a href=\"https:\/\/businessesgrow.com\/2021\/04\/21\/social-objects\/\" target=\"_blank\" rel=\"noopener\">in this post<\/a>.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-27324 size-full\" tabindex=\"0\" role=\"button\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line.png\" sizes=\"(max-width: 591px) 100vw, 591px\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line.png 591w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line-300x12.png 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line-200x8.png 200w\" alt=\"Gen Z exposed sponnsors\" width=\"591\" height=\"24\" data-attachment-id=\"27324\" data-permalink=\"https:\/\/businessesgrow.com\/2014\/01\/06\/content-shock\/border-line\/\" data-orig-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line.png\" data-orig-size=\"591,24\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"border line\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line-300x12.png\" data-large-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line.png\" \/><\/p>\n<p>Please support our sponsor, who brings you this amazing episode.<\/p>\n<h2>Bravo for Brevo!<\/h2>\n<p><img decoding=\"async\" class=\"alignleft wp-image-59869\" style=\"vertical-align: baseline; border: 0px; outline: 0px; padding: 0px; margin: 0px 15px 5px 0px; max-width: 100%; height: auto; text-decoration: none; float: left;\" tabindex=\"0\" role=\"button\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-300x152.png\" sizes=\"(max-width: 241px) 100vw, 241px\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-300x152.png 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-100x51.png 100w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-99x50.png 99w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM.png 418w\" alt=\"Brevo coupon code\" width=\"241\" height=\"122\" data-attachment-id=\"59869\" data-permalink=\"https:\/\/businessesgrow.com\/2023\/07\/20\/business-narrative\/screen-shot-2023-07-13-at-3-18-03-pm\/\" data-orig-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM.png\" data-orig-size=\"418,212\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Brevo coupon code\" data-image-description=\"&lt;p&gt;Brevo coupon code&lt;\/p&gt; \" data-image-caption=\"\" data-medium-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-300x152.png\" data-large-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM.png\" \/>This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.<\/p>\n<p>Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide customers to their main message. We are here to support businesses in successfully navigating their digital presence and strengthening their customer relationships.<\/p>\n<p>Go to\u00a0<a href=\"https:\/\/www.brevo.com\/marketingcompanion\/?utm_medium=partnership&amp;utm_source=marketingcompanion&amp;utm_campaign=relaunch\" target=\"_blank\" rel=\"noopener\">https:\/\/www.brevo.com\/marketingcompanion\u00a0<\/a>to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo\u2019s Starter &amp; Business plan!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Have you considered how social objects can help or hurt your marketing? Like most professionals, you might be unfamiliar with the term. Check out this exploration of an overlooked marketing idea.<\/p>\n","protected":false},"author":3,"featured_media":62410,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[48,77,63,25,29,134,38,14,233],"tags":[2290,36,189,17,3020],"class_list":["post-62405","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","category-content-marketing","category-internet-marketing","category-marketing-best-practices","category-marketing-strategy","category-podcasts","category-social-media","category-the-marketing-companion","category-trending","tag-keith-jennings","tag-mark-schaefer","tag-marketing-companion","tag-podcast","tag-social-objects"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Exploring the overlooked world of social objects - Schaefer Marketing Solutions: We Help Businesses {grow}<\/title>\n<meta name=\"description\" content=\"Have you considered how social objects can help or hurt your marketing? 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