Trust matters. It matters in our relationships, our businesses and in how we deal with our customers. It can be the thing businesses rise and fall on.
So, you want people to trust your brand on social media. How do you achieve legitimacy and ensure that people hoping to interact with you are confident you are who you say you are? Well, there are lots of ways to do so.
Provide Quality for Building Trust On Social Media
When you provide high quality content, consumers will start to better understand your business, and look to you for useful information. You have created some great content at this point that is worth sharing with others. It has been revised and fact checked. Trustworthy information has no errors, contains valuable information and looks professional. When you share the content that you have put your best effort into with your social media followers, you will help to build up their trust in you.
Although sharing your best information with your social media followers is important, you don’t want to give away everything. Instead entice them just enough so they will want to click over to your website. If you have created an infographic with some useful facts on your industry, don’t post or tweet about every single fact. After all, your goal is to get your followers to visit your website.
Simple And Fun Engagement will help Create Social Media Trust
Engagement is another great way of maintaining and building trust. Don’t make everything about your company, value and services all of the time. That goes back to content marketing and thought leadership. Provide value in creative and fun ways through daily infographics, sweepstakes, contests, videos, apps and content. There are endless opportunities.
Thought Leadership for Building Trust On Social Media
Spamming a social audience with endless “opportunities” for buying a service or product without providing value is one of the fast ways for a brand to lose all of its credibility. There are many different types of value that can be provided. Your content should be designed to encourage discussion, entertain, teach and to obtain honest feedback from followers. Social media is the ideal platform for brands to communicate their industry expertise, and provide great content that others will want to share. That is the way that companies are able to become trusted thought leaders within their industry or niche.
Avoid Using Jargon
Social media is intended to be used for short interaction. For example, tweets on Twitter have a maximum 140 character limit. Don’t use a lot of unnecessary language in your posts. You might think it makes you sound smart, however your followers will be bored. Keep your posts short and simple, so that your reader will want to click through to your website if they are interested in your information. Provide them with a sample of what they will receive if they click through, and then make sure you actually provide it to them. In order to gain trust, it is very important that your followers beg given information they are interested in, and in a way that is understandable to them.
If you happen to be a computer company and wanting to share information with your customers, then posting and tweeting about overly technical topics is not going to be very helpful. You might think customers will trust you when you are being really technical. However, if people don’t understand you then they won’t want to engage with you. Avoid jargon and find the right language to communicate with your customers, and you will begin gaining their trust from relating to you and understanding what you have to say.
Get Your Social Media Verified
Ensuring your Instagram, Facebook or Twitter are verified gives people the confidence they are dealing with who they think they are dealing with. You can do it yourself and we’ve created a guide or alternatively, why not use us to ensure it’s done right and quickly.
Always Be Authentic
Share as much original content as you can. If you want your followers to trust you, then you need to post your own original ideas. One of the key characteristics that trusted brands share is thought leadership.
There is a good chance that your online marketing strategies includes multiple employers and multiple social media platforms The first step in having everything tie together is to have a look and feel that is consistent (colors, logo, name) across all of your social media accounts. To truly gain the trust of your customers you will need to go beyond this.
There are a couple of things you will need to define if you want to avoid appearing fragmented and disjointed (and making our customers doubtful about what your brand exactly stands for). Is the personality of your brand funny or fun? What is appropriate and what is not? What topics do you want to avoid? What areas are you an expert in?
And since people are going to be discussing your brand where you are on a specific channel or not, another thing that is very important to do is claim all your profile on as many platforms as you can. That way you will be able to avoid confusion in terms of which profiles are your official ones versus the ones controlled by others on social media. This will also also you to monitor what other individuals are saying about your company.
The entire purpose of social media is for engaging, conversing, listening, sharing, discussing and chatting. It isn’t a billboard, it is a two-way conversation.
Are you spamming your followers with ads or do your posts encourage them to engage with your company and brand? Get person in order to encourage conversation. Post stories behind your products instead of simply posting product information. Post thought-provoking, humorous and interesting content. Ask your followers for their opinions on subjects that relate to your business, provide them with behind-the-scenes look at your company, and respond to comments at all times, even negative ones.
Infographics, videos and photos all receive ore views than posts that are all text, so don’t hesitate to mix things up. Your followers and fans will definitely appreciate it.
Use a Human Voice And Stay On Brand
Keep in mind that there are human beings on the other side of your brand’s social account. According to research done by the Value Institute on “Most Trustworthy Brands,” emotional connection is becoming increasingly more important when it comes to brand trust. If you speak to fans and followers in an emotionless tone of voice, consumers will not be inclined to trust the authenticity of your brand. Consumers will want to run if your messages sound like a script from a call center or a robot.
Make sure you match the personality and tone of your brand’s social voice with the way your brand is experienced elsewhere by consumers. If you haven’t found your voice yet, take the time to do some brainstorming on what your followers might be receptive to. Would a strictly informative, guiding or playful tone of voice be appealing? It might be useful for you to get personas developed for both your brand and your customers. Whatever you decide on, speak in a way that will make people feel comfortable.
Respond to as many questions and comments as you possibly can.
Depending on what the reach and size of your brand is, it may not be possible for you to respond to all questions. However, it is easy for most brands to accomplish this task. Whenever a followers asks you a question or comments on one of your social media posts, it shows they have an interest in your brand. When you respond to those questions and comments promptly, it shows that you are listening and genuinely care about the comments.
When you respond, be sure to address the comment or question fully and don’t just give an formulaic response. Each response should be written personally if you would like to develop trust with your followers and customers.
Develop The Right Relationships
Do find yourself hanging out with the wrong kinds of people? I’m talking about individuals who don’t teach you anything, who don’t inspire you, who don’t add any value at all to your business. It can be so easy to get obsessed with growing your online following. A business that has a 100,000 followers is going to look a lot more credible than one that just has 100 followers after all. However, this is a meaningless number less both other industry insiders and your core audience are a part of your following.
Take some time to research the individuals who you become friends with online to allow you to cultivate meaningful and real relationships. Whenever you hang out with individuals who have a genuine interest in the things you say, your business and your industry, word will start to spread and it will help your business succeed.
When you are transparent is shows people that you have nothing to hide. You obviously can’t reveal absolutely everything about your business (like internal policies or sensitive financial data), however if you make the effort to be honest and open about the operations of your company your audience will definitely appreciate it.
You also should resist deleting posts (unless others find them offensive). For example, if someone posts a complaint on your Facebook page about your company, you might be tempted to delete it. However, if you leave the post up and then directly respond to the comment that powerful demonstrates that you have nothing to hid about your business, and that you always listen to your customers.
Timing Is Everything
When you post too frequently, follows will get annoyed and start unfollowing you. You might have excellent information and posts that you are publishing, but it will reach a point where people aren’t going to care any more, and will delete you from their news feeds. You will look like a spammer if you post constantly, and that doesn’t make you trustworthy. When you post tons of a times per day people will think that all you care about is promoting yourself. If you don’t post often enough, people will tend to forget about you, and you will also forget about them. When you don’t interact with your followers on social media it shows you don’t really care to share information or have much of an interest in your followers. You need to find a good balance in order to build trusting relationships with your followers and customers.
If the only thing you do on social media is advertise, then you will alienate your whole audience. Avoid directly advertising to your audience. As soon as followers feel like they are being sold to, they will begin to lose interests that you really care about their best interests.
The most effective way of marketing on social media is to provide your audience with value – offer them a free giveaway, a promotional rate, or answer questions by providing direct links to services and products. Your goal should be to provide your customers with value, and not simply to sell to them. This will naturally result in trust being developed.
Testimonials Are Helpful
Having customer testimonials is key since these kind of content is considered to be open-minded, objective and neutral. However, since it is positive talk about your business, many readers might resonate with it.
Testimonials provide potential customers with confirmation that they are looking for to take action. IT provides them with the confidence they need to move forward after seeing that others have made that same decision and were happy with the results.
When testimonials are used, you are encouraging your followers to purchase your services and products. It helps with effectively advertising your business or band and testimonials are genuine evidence of your brand’s success.
All of these tips will help you start building trust on social media.