2 Big Opportunities to Build Trust with Social Media

by Eric Melin on January 23, 2014

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One of the most valuable aspects of a solid social media engagement strategy and online presence is having the ability to build trust with consumers.

We have been writing a lot about that recently, whether its in the financial industry, the world of healthcare, or any vertical for that matter. Authenticity is key, and social media tools and platforms can help companies make authentic connections with their customers if they are used in the right way.

The 2014 Edelman Trust Barometer (from their annual global study) is out now, and it breaks down 16 specific attributes that businesses can improve on to build trust.

They’ve been grouped into five different clusters, each with their similar attributes, and are ranked in order of importance. The biggest trust-building opportunity comes in the categories of engagement and integrity.

The attributes listed under these two categories are:

  • Listening to customer needs and feedback
  • Treating employees well
  • Placing customers ahead of profits
  • Ethical business practices
  • Taking responsible actions to address an issue of crisis
  • Transparent and open business practices

These goals can be game changers for businesses and all of these can be reinforced through the strategic use of social media.

There’s really no better way to get the general public behind you and to put your best foot forward than with a social media content management and engagement strategy that uses these core principles as a model.

There are three other categories that the other attributes fall under, and certainly they are important as well, but as Edelman states:

Operational excellence, purpose, and products and services attributes continue to be ranked toward the bottom of the list for building trust in business.

What is your company doing to build trust with its customers? Have you used a social media monitoring tool to find the people talking about your brand or industry? Have you learned what trends and issues people are talking about within your market? How have you put together a social media content and/or engagement strategy to build an authentic brand?

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