Recently, while I was on a water refill break at our office water cooler, I read an article regarding ‘influencers’ and a certain holiday resort in South East Asia. What had transpired is that this very popular resort began to be inundated with requests from self-proclaimed ‘influencers’ – travellers with social media accounts (predominantly YouTube and Instagram) who have a number of followers – asking if they could stay at the resort for free in exchange for sharing photos about their stay, thereby ‘influencing’ their followers to travel and stay at the location.
After a period the resort owner’s reaction was to himself go on to social media whereupon he posted a comment stating that he would not be offering accommodation at the resort in exchange for the proposed reach that these followers had and further to that, his suggestion to said influencers was that they pay for the accommodation just like any other guest.
This got me thinking. With the incredible advent of digital based business, with social media users increasing at a phenomenal rate year on year, is it possible to quantify physically based goodwill e.g. your taking your customers out for a coffee vs. ether based good will e.g. your commenting on social media about how wonderful your customer’s product/service is?
Of course, it may not help that there are different definitions of goodwill from a social aspect versus a commodity based aspect. Goodwill in business terms is a quantifiable asset of an intangible portion of a business which is calculable when the entity is being bought or sold.
Goodwill, in my opinion, (always become a little more clearheaded when I up my water intake) is any action that is undertaken as a kindness or is an act of benevolence without forethought of any reciprocation.
What do you think?