12 July 2010 22 Comments

Brands: How to fund your social and cultural capital

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)


social capitalWe live in the age of information, connection and conversation. Any brand that will be successful today must understand generosity to thrive. To make impact you must go all out to help both established and upcoming brands. I am beginning to understand that you must be ready to give without a demand for returns immediately when you are pioneering a cause. I have made a commitment to help, affect as many people that need my professional advice. Each day I get called from students who are interested in brand community building, social media and how it relates to Public relations, marketing etc.

As tight as my schedules are, I have learnt to create time for them, took them one- on -one session and load them with enough materials they will need to stand alone. Sometimes that appears a mere waste of time but recently I was doing a study on social and cultural capital and this gave me a new perspective. While trying to help, I discovered my brand is becoming visible to future managers who will hold position of authority in the industry. As we know visibility and reputation affect the decision making process and at the end of the day they influence behaviours.

It is a privilege to have knowledge to share. I read recently also that ‘When an individual has a lot of people in his/her life who are willing to support him and his ideas, people who want to hear what he has to say and who are interested in talking to him and talking about him, such  an individual has an incredible gift that is called social capital’

Social capital also refers to both network of relationships, you have and have access to. French sociologist Pieitrre Bourdieu also defined social capital as ‘the aggregate of the actual or potential resources which are linked to possession of durable network of more or less institutionalized relationships of mutual acquaintance and recognitions’. Funding this account so that you can draw on it later means that you are making connection, building bridges, reaching out to people with aim of giving, staying in touch always with either your strong or weak ties.

Weak ties are those you meet in occasions, online but there is no such bond but you are willing to stretch yourself to those that matter. Technology, social software and networking sites can help us to do this well. You do not need to visit or having to call them every day. But we may need to acknowledge that it is not how many we have that count but how you make use of them.

As good as social capital is, it has limitations. So what takes your brand from here is cultural capital. Cultural capital rests on depth of influence. A great connection or network without strong influence will not help much. Cultural capital encompasses person’s knowledge, experience, connection to the extent, amount of influence a brand has in a society or tribe.

What this meant is that with all the social connection, if the brand has no expertise, experience, knowledge among other great features, it may not wield influence that will guarantee enough capital that it will need to exchange for other tangible or intangible values. The import of the above is while trying to build connection, network among other ingredients that will help build brand’s social capital, the depth of the value of such capital can be affected when the brand lacks expertise, experience and knowledge that will add up to brand’s depth of influence on the social network that produces the cultural capital.

In closing, every brand needs to start from somewhere. Start building your social capital while you are still building your cultural capital. If you have to wait until all the features of Cultural capital are in place before building social capital it may be late. Research has shown that Social capital plus Cultural capital will always guarantee heavy financial capital. Someone actually concluded that Social capital and Cultural capital are greater than financial capital. Whether that is true I cannot draw conclusion here. But what do you think?

22 Responses to “Brands: How to fund your social and cultural capital”

  1. ultrasound technician 13 July 2010 at 3:00 am #

    I’ve recently started a blog, the information you provide on this site has helped me tremendously. Thank you for all of your time & work.

  2. jeans 13 July 2010 at 3:46 pm #

    God point about this, nice summary.

  3. Success Ladder 14 July 2010 at 6:56 am #

    Very interesting article, thanks. Keep up the good work.

  4. forex robot 16 July 2010 at 7:05 am #

    Terrific work! This is the type of information that should be shared around the web. Shame on the search engines for not positioning this post higher!

  5. educational grants 19 July 2010 at 9:02 pm #

    nice post. thanks.

  6. free government grant 20 July 2010 at 12:19 am #

    It’s posts like this that keep me coming back and checking this site regularly, thanks for the info!

  7. Wordpress Themes 24 July 2010 at 10:16 am #

    Amiable brief and this fill someone in on helped me alot in my college assignement. Gratefulness you seeking your information.

  8. n1fan 1 August 2010 at 5:01 pm #

    I would like to exchange links with your site yinkaolaito.com
    Is this possible?

  9. keylogger software download 18 August 2010 at 3:15 pm #

    My cousin recommended this blog and she was totally right keep up the fantastic work!

  10. Hui Aikey 22 October 2010 at 3:56 pm #

    I saw this really great post today.

  11. Writers Wanted 20 January 2011 at 1:04 pm #

    Hey, I just wanted to mention that I found your blog useful. It is presented in an tidy fashion, and your posts are well-written. Are you a professional contributor? You seem to have the writing skills to earn a very good living. Anyhow, just thinking aloud.

    Later!

  12. freelance logo design jobs 2 February 2011 at 1:33 am #

    You can really earn cash using social media and networking site, you can use Facebook and Twitter to find some online jobs like advertising and marketing. These sites can also use to promote business and websites.

  13. Kati Edd 16 May 2011 at 2:26 pm #

    Intriguing post. I have been searching for some good resources for solar panels and discovered your blog. Planning to bookmark this one!

  14. Enrique Sossaman 3 July 2011 at 9:48 pm #

    Of course, what a great site and informative posts, I will add backlink – bookmark this site? Regards, Reader

  15. people search 25 July 2011 at 4:22 pm #

    I’ll bookmark your blog and check again here regularly.

  16. buy keflex 11 August 2011 at 12:11 pm #

    Great article with very interesting information. You are a very skilled blogger, thats for sure! =)

  17. carol 19 September 2011 at 6:59 pm #

    A formidable share, I just given this onto a colleague who was doing a little bit evaluation on this. And he in actual fact purchased me breakfast because I found it for him.. smile. So let me reword that: Thnx for the treat! However yeah Thnkx for spending the time to discuss this, I feel strongly about it and love reading more on this topic. If attainable, as you become expertise, would you thoughts updating your weblog with more details? It is highly useful for me. Big thumb up for this blog submit!

  18. Delbert Simunovich 8 November 2011 at 12:35 pm #

    Thanks for sharing superb informations. Your web-site is very cool. I’m impressed by the details that you’ve on this web site. It reveals how nicely you understand this subject. Bookmarked this web page, will come back for extra articles. You, my friend, ROCK! I found just the information I already searched all over the place and simply couldn’t come across. What a perfect site.

  19. kreatyna 14 November 2011 at 2:15 am #

    I would like to point out my appreciation for your generosity for men who require guidance on this important subject. Your real dedication to passing the solution up and down ended up being really powerful and has continuously enabled workers just like me to attain their targets. Your warm and helpful key points indicates much to me and substantially more to my fellow workers. Best wishes; from everyone of us.

  20. fitness 17 November 2011 at 2:18 am #

    Magnificent beat ! I would like to apprentice while you amend your site, how could i subscribe for a blog site? The account aided me a acceptable deal. I had been tiny bit acquainted of this your broadcast provided bright clear idea


Trackbacks/Pingbacks.

  1. Ryan Huval takes civic club’s gavel from his father Rickey Huval at Wednesday’s meeting. | Personal services - July 18, 2010

    […] Brands: How to fund your social and cultural capital | The Branding Gavel […]

  2. control de flotas - December 13, 2011

    far from boring trip.the gps navigator’s night…

    vision mode is also a must when choosing a wonderful gps navigator from wholesale electronics suppliers. when driving in the dark, switch to night mode so your eyes can focus on the gps screen without affecting your driving. no matter when…

Leave a Reply