in relation to Social marketing: Are You an Individualist or a Utilitarian?
April 9, 2016
brand new philosophy was by two necessary “colleges” of concept: individualism and utilitarianism. even though the general public misconstrue one for the opposite, they usually range in their content. For the individualist of the Ayn Rand variety, non-public happiness is the primary function in existence. For the utilitarian followers of Jeremy Bentham, final advantage pertains togiving happiness to the greatest number of people.
we will relate these two colleges to the B2B world, specifically in the rough-and-tumble world of social media advertising and marketing through which a business is made to make a decision on strategies offering utmost effectivity. more essential nonetheless is choosing the precise mind-set to undertake.
Individualist: We’ll Do it My way
The noteworthy creator of Atlas Shrugged and the Fountainhead believed that Man (in its person thought) is an unbiased and sovereign being. Opinions outside his realm are alien if no longer beside the point to how he lives his life. He additionally acknowledges that there’s no drive that influences his lifestyles (e.g. society, religion, the State) as opposed to cause and the power to make free selections.
to place this within the context of social media advertising, business managers can take the individualist route of inventive self-realization without the force of competitors. Rand herself writes in certainly one of her letters that “The ingenious man is stimulated by way of the need to reach, now not through the desire to beat others.” In a method, B2B firms must recall to mind discovering their own distinctive tips on how to market their products and services using social media structures fairly than concocting copy-cat gimmicks in a bid to outdo the competition.
Utilitarian: A Spoonful of Goodness
A some distance cry from the objectivist point of view Ayn Rand proposes in many of her works, English philosopher Jeremy Bentham’s utilitarian postulates suppose a more humanist and altruist viewpoint. Justice and ethics are primary to Bentham’s works, and to the string of brand new utilitarian students he impressed. Encountering the problem of how absolute best to act morally, they are all one in saying that the best just right derives from the twin act of including to the pleasure and lessening the pain of an excellent collection of folks.
businesses that think Bentham’s stance consider in a single factor, and that’s purchaser pride. whatever social strategies they practice, crucial factor for them is to supply industry solutions, to be wherever there is a small business being affected by specific concerns. briefly, companies that apply this direction are extra purchaser-centric in their lead era activities.
What are you?
when it comes to forging B2B purchaser members of the family through LinkedIn, fb, and Twitter, which of the 2 mindsets would you slightly suppose? in case you’re nonetheless no longer sure, you could at all times subject them to a Hegelian synthesis, during which both are prioritized equally.
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