Effective ways to build brand trust on social media
Leveraging the power of social media is an excellent way to build and deepen customer relationships. Building brand trust on social media is not a simple task. There are many layers involved and it’s easy to make mistakes that can hurt the reputation of your brand and online community. There are proven ways to build trust, which this blog post will go over.
1. Align your social messaging to your corporate values
Social media gives a company an audience to communicate with, and the freedom to be as creative as they want. But if you’re going to use the medium, do it right — align your social messaging to your corporate values.
2. Maintain consistency with your brand’s voice
Brands must remain consistent in their voice on all channels if they wish to build trust with customers. Reinforcing that your brand is just a person helps to reduce some of the perceived risks around doing business with you by humanizing your brand.
3. Share unique and engaging content
According to a study by Hubspot, businesses that blog receive 97 times more visitors than organisations that don’t. Content is the currency of social media. Whether the goal is to share your business or promote a product, content is crucial to success.
The more unique and engaging your content, the more likely you are to stand out from your competition (and gain followers). Integrating unique or rich information with visual elements like images makes it all the more appealing and helps you build trust with followers.
4. Utilise user-generated content
Social media creates a lot of content about your brand. How do you sort through it to find gems and verify their credibility? Time and resources are at a premium in every company, and user-generated content (UGC) can help you sort through the noise. UGC offers brands an easy way to create good quality content on a regular basis.
5. Live-stream your content
Live streaming is when you simultaneously broadcast and watch an event happen in real-time. Anyone with Internet access is able to tune in and see what you’re up to. It’s a great way to bring your audience closer than ever before, build brand trust, and spread your company culture.
Famed CEO, Richard Branson, once said: “Anytime you can get in front of a video camera and talk about a business venture… I think that’s where the business opportunities are going to come.”
If you’re just getting started, I’d recommend choosing tools that stream as natively as possible from a mobile device. Not only will this create a more authentic experience for your audience, but it will ensure that they can view your video whether at work, home or on the move.
6. Stay online and give responses to reviews
People are reviewing everything online these days, and your customers want to know more than ever about the products you produce. Customers trust reviews almost as much as personal recommendations, so what better way to use those comment sections for good than to respond directly to your customers?
You need to engage in social media not only as a way to listen and learn — but also to respond in a timely manner with content that shows your audience how you’re just like them and care about their issues/concerns/cares.
7. Organise social media contests and giveaways
Organising a contest on social media is an effective way to create buzz around your brand, bring in new followers and encourage user-generated content. It’s a great tool to motivate your fans to take action and share their support through likes, shares and tweets.
8. Use trusted experts and peer voices as brand ambassadors, including industry and academic experts
The role of a credible expert or peer voice in your social media marketing campaign is to be an authentic and credible spokesperson for your brand. When you choose the right person, social media engagement grows.
There are two main ways in which you can build trust by using expert voices on social media:
· Credible expertise: Experts (for instance, academic experts or technical experts) have more credibility and respect among users to share their opinions.
· Peer voice: When an influencer has a lot of followers, it may be enough to use them as your spokespeople on social media. Peer-to-peer endorsement is one of the most powerful forms of influence.
9. Find and join in social media industry conversations
Find conversations where your customers and prospects are discussing your industry on blogs and social media and join in. Track relevant trends, keyword and hashtags and engage in conversations. Share your opinions to give your content marketing strategy a boost.
10. Monitor your brand’s social media metrics and performance
Keep track of how your brand’s performance online by setting up your own branded social media dashboard. Monitor brand mentions, mentions of your company or product name, or a particular hashtag.
Hootsuite gives you a complete picture of how your brand is performing on social media by tracking your keywords, pages and profiles. Gain insight into how your audience engages with you using easy to read reports and dashboards.
Finally, staff your social media team with strategic leadership
Managing a team or staff that regularly engages on social media can be daunting, but is necessary to protect your brand and build trust with followers. A social media manager or a small team can make sure your brand’s voice is consistent across Twitter, Facebook, Instagram, LinkedIn, and Pinterest.