There are a tremendous amount of factors to consider with building and managing a brand. One of the most important is having a focus on building trust between your brand and its customers. Social media helps businesses accomplish this goal through relationship building. It is a medium built on a foundation of engagement, word of mouth, and brand loyalty.
Just as with your products and services, customers always seek value when using social media. Social media has evolved from a landscape of vanity and pure entertainment to a valuable platform for meaningful communication, and it can serve a growth engine for any type of business. Unless your target market communally has an aversion to all things social media, there is no reason you should not be trying to engage with your current and future customers online. They are there to engage.
The most important step when building trust through social media is to create valuable, timely and relevant content. But you should be aware of how your customers measure value. Usefulness will almost always be a factor, but maybe humor or stories is the content they seek from you. Cater your content to your audience and format it in a way that is conducive to sharing on the platforms you and your target market use. People have a knack of trusting whom their friends trust.
While social networking is a powerful marketing tool that should not be ignored, you do not need to use every platform. Pick the ones that amplify your tailored content the best. Showing that you understand your audience absolutely builds trust. Engaging with customers and clients on their preferred networks furthers that trust and generates a loyal following—the lifeblood of a brand.
At Wyngspan, we offer a new social platform focusing on word of mouth recommendations. It is a place for consumers to view family and friends’ resources instead of relying on testimonials from unfamiliar sources. Because of this, businesses can showcase their trustworthiness not only though our Trust Score system, but also by appearing more often in users’ Trust Circles. For more information on our new social tool, check out wyngspan.com, Like us on Facebook, and Follow us on Twitter.