Tag Archives: social media

How to Help Build Trust for Your Brand Through Social Media

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.

Unmasking the Problem with Anonymous Online Reviews

Why do robbers wear masks and spies wear disguises? The reason is simple. It’s because their true identities are protected from backlash or, in some cases, severe punishment. The same is true of online review sites. Giving reviewers the ability to hide behind a mask, or in this case, a screen name, allows them to write things they would never say face-to-face to a businesses owner. It also allows them to exercise hyperbole and, in many cases, just plain lie.

Let’s use the experience one of our executives posted on our Facebook page as an example.

“While managing a restaurant, a guest and his friend came in, one of which was clearly intoxicated. He made his way to the bathroom where he got sick, leaving a mess for staff members to clean. They were asked to leave, as clearly the man required medical attention. It was unsanitary and unsafe for him to be in the restaurant. The sober man was understandably upset, so to calm him down a bit, I explained why his friend had to leave and offered him a gift card and a free appetizer to enjoy upon his next return. He was appreciative, shook my hand and left. Two days later, the same man wrote a one star Yelp review citing he was treated disrespectfully by being asked to leave when he wasn’t even drunk and that the management showed ‘little care’. As usual with Yelp, there was no way to contact this man in an effort to rectify all harsh feelings so we simply had to deal with a very unfair one star rating.”

Face-to-face this patron accepted the gift card, but behind the mask of Yelp, he took aim and got revenge. Whether reviews being posted are accurate or over top in a positive or negative way, people using these reviews to make decisions shouldn’t have to guess.

Wyngspan’s Trust Score system unmasks whether businesses and professionals are trustworthy. No disguises no masks. Just the value of having a review system you can trust.

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3 Ways to Make Your Company a More Trustworthy Organization

What is the most valuable characteristic of a business? Competitive pricing? An amazing website? Nice employees? While all of these factors contribute to the strength of an organization, none of them are the primary reason that customers engage a business and continue to come back for its products or services. That magic factor is actually trust.

It seems simplistic, but it actually takes a lot of work to deliver a consistent experience and maintain your customers trust day in and day out. Here are five ways to become a more trustworthy organization.

Practice what you preach internally and externally.
Your company mission should not only be embodied when dealing with customers, but also when managers are interacting with employees. A company that makes trustworthiness a central part of their culture, from the top down, will make the employees strong brand advocates. This will translate to their interactions with customers and their peers.

Engage your customers where they are.
You may have a glossy magazine spread and a full-page newspaper ad, but if your customers have traded their subscriptions for social media accounts, you should rethink how you allocate your marketing resources. Unlike traditional ads, social media provides a two-way conversation between businesses and customers. Because of this, businesses have an opportunity to communicate with their customers and address their concerns that they may share on these forums. By meeting customers where they want to engage with brands, companies can become more open, transparent and trustworthy.

Accept your shortcomings.
A company that can take some heat and accept mistakes that have been made, will be better off than those companies that point the finger back at customers. If a business can then improve on their faults quickly and communicate the changes, they will stay ahead of their competition and become an organization that customers will trust to have honest interactions with in the future.

Before any of these suggestions can be acted upon, first, organizations need to recognize trust as the most important factor when it comes to getting customers in the first place, and for keeping them in the long-term.

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