Where does your business rate on the consumer trust meter for your brand on social media?
According to a study by market researcher, Ipsos, 38% of people have recommended a brand they “like” or follow on a social network. Word-of-mouth recommendations have become the norm for brand followers. Nielson reports that more than 90% of consumers make purchases based on this fact. Where do people look when they want to find out what others think about a product or service before making that purchase? Social media has become a main resource for buyers to find out how other people feel about that product or service, and ultimately determine for yourself if a company or individual is trustworthy based on what you find.
The value of building trust
According to author and entrepreneur, Paul Rand, in his book, “Highly Recommended: Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business,” the goal for every brand is to become highly recommended. He explains several ways to accomplish this through social media:
• Stay active and regularly monitor your social media channels
• Share content, visuals, and other information that is relevant to your product or service
• Make the majority of posts and tweets about engagement with your audience, and only a small percentage on your brand’s message
• Be quick to respond to any feedback, especially anything negative
• Ask questions to encourage engagement, which helps your brand get to know its audience
• Own up to any mistakes right away in order to build trust
• Treat your employees well as reviews are often seen by potential clients
When your brand becomes highly recommended it not only builds your audience, but also establishes you as a trusted expert in your field.
Consistency of message and focusing on building meaningful relationships should be top of mind in order for your community to consider purchasing a product or service. With daily interaction and activity, your brand will grow over time as you tap into the power of recommendations through social media.
