One of the biggest selling points of social media for brands is that it allows natural confidence. For brands that operate in taboo/highly scrutinized industries like credit repair, or pharmaceutical, the value of social media cannot be overstated.
For the study of particular industries, You will notice that there is a particularly warm relationship between companies and their customers. For example, in a café across the street from you—the one that was there for many decades—there is no problem of trust with clients. That is, your favorite online store, where you shop for shoes several times a year. Again, there is a familiarity that exists, and helps to build confidence.
But then you have those companies that users only need to interact with every so often. And if they happen to be in an industry that very carefully, clients, approach them with trepidation and skepticism. There is no trust in the relationship.
Pharmaceuticals is a good example. According to one report, only 31% of people believe that the industry has an excellent reputation. Although there are some reasons to distrust some companies in the pharmaceutical industry, there are also many reasons to believe in them. But without frequent interaction with customers, these organizations have a hard battle.
The credit repair industry is another good example. Credit repair fraud is booming so much that there is a law about credit repair organization that bans credit-service companies misleading customers about their services. But not all these companies are bad. In fact, there are a number of highly rated credit repair companies that help people to get back on track. The problem is that most people only interact with these businesses once or twice in my life, so one negative can destroy trust forever.
If you work in the industry, then you know how difficult it can be to overcome negative perceptions of your business is to build trust with your target market. Fortunately, it’s not impossible.
With social media, you can interact with your target audience and monitor their images and voices—even if they are not directly engaging with You in the deal. In any case, it’s not easy, but the channel exists and you have the chance to use it.
The exact methods you use will depend on a number of factors, but there are three specific methods that you can use for building trust through social media.
To publish honest content
For starters, you need to publish honest content. Honest content is content that comes from the heart. This is the stuff that you write and publish without sending it through five or six different departments, where he gets stripped and generalized people who want a reference image of the brand. Honest content is more like a journal entry, not on the landing page that was a/b-testing to the max.
Directly to attract followers
Second, the Board must directly engage your followers. Remember that social media is a two way street and that you should give what you take.
Ask questions to your followers. Respond to their comments. Like and comment on other profiles. All these actions show that you are there to participate, not just advertising.
The owner made live stream video
If you want to kick things up a notch and make your efforts in social media to the next level, to consider the provision of direct broadcast video to try. Video live broadcasts—whether through direct Facebook or periscope is Twitter very popular right now, and has been shown to increase the level of engagement at a high enough level.
From the building point of view, he tears down the walls and puts you right in front of your customers. It can help you to humanize your brand and create more meaningful connections. Give it a shot.
Social media is not a channel for bombarding people with advertising and commercial content. While you have the freedom to use it in any way you please, it is most effective when used as a tool to improve confidence—especially if you are scrutinized industries like pharmaceuticals or credit repair. You make of it?
Larry Alton is an independent business consultant specializing in social media trends, business and entrepreneurship. Follow him on Twitter and LinkedIn.