6.3 Building Trust and Credibility with Audiences on Social Media

Building trust on social media is crucial for brands. It's all about being real, consistent, and helpful. Brands need to nail their voice, stay true to their values, and deliver content that actually matters to their audience.

Quick responses and genuine interactions are key. Brands should be ready to address concerns, own up to mistakes, and show the human side of their business. It's about creating connections, not just pushing products.

Brand Voice and Messaging

Establishing Consistency

Top images from around the web for Establishing Consistency

• 

  Reading: Brand Positioning and Alignment | Introduction to Marketing View original

  Is this image relevant?

• 

  Reading: Brand Positioning and Alignment | Principles of Marketing View original

  Is this image relevant?

• 

  Reading: Defining the Message | Principles of Marketing View original

  Is this image relevant?

• 

  Reading: Brand Positioning and Alignment | Introduction to Marketing View original

  Is this image relevant?

• 

  Reading: Brand Positioning and Alignment | Principles of Marketing View original

  Is this image relevant?

1 of 3

Top images from around the web for Establishing Consistency

• 

  Reading: Brand Positioning and Alignment | Introduction to Marketing View original

  Is this image relevant?

• 

  Reading: Brand Positioning and Alignment | Principles of Marketing View original

  Is this image relevant?

• 

  Reading: Defining the Message | Principles of Marketing View original

  Is this image relevant?

• 

  Reading: Brand Positioning and Alignment | Introduction to Marketing View original

  Is this image relevant?

• 

  Reading: Brand Positioning and Alignment | Principles of Marketing View original

  Is this image relevant?

1 of 3

• Establish a consistent brand voice and messaging across social media channels
• A brand voice is the distinct personality and style of communication used consistently across all social media channels to represent the brand's values, mission, and unique characteristics
• Brand messaging refers to the key points, themes, and stories a brand communicates to its audience that align with its voice and overall marketing strategy
• Consistency in voice and messaging across social media channels helps to build brand recognition, trust, and loyalty among the audience by presenting a cohesive and reliable image (Nike's "Just Do It" slogan)

Guidelines and Audits

• Developing a brand style guide that outlines the specific language, tone, and visual elements to be used in social media communications ensures consistency in brand voice and messaging
• The style guide should include examples of appropriate and inappropriate language, hashtags, and visual content to help social media managers maintain consistency (Mailchimp's content style guide)
• Regular audits of social media content should be conducted to ensure adherence to brand voice and messaging guidelines and to identify any inconsistencies or areas for improvement
• Audits can be conducted monthly or quarterly, depending on the volume of social media content produced, and should involve a thorough review of all posts, comments, and interactions

Transparency and Authenticity

Honesty and Openness

• Transparency in social media communications involves being open, honest, and clear about the brand's actions, decisions, and values, even in difficult or controversial situations
• Admitting mistakes, addressing concerns, and providing genuine responses to audience inquiries are key aspects of demonstrating transparency and authenticity on social media (Patagonia's transparent communication about its environmental impact)
• Authenticity in social media communications means staying true to the brand's identity, mission, and values, and avoiding false or misleading information
• Authentic brands are perceived as more trustworthy and relatable by their audience, leading to increased engagement and loyalty

Human Connection

• Showcasing the human side of the brand, such as featuring employee stories or behind-the-scenes content, can help to build authenticity and emotional connection with the audience
• Employee takeovers, where a team member shares their personal experiences and insights, can humanize the brand and make it more relatable (Hootsuite's #HootsuiteLife employee takeover series)
• Avoiding the use of automated responses or generic messaging in social media communications helps to maintain authenticity and build trust with the audience
• Personalized and genuine interactions, such as addressing followers by name or engaging in meaningful conversations, demonstrate the brand's commitment to building authentic relationships

Valuable Content for Trust

Relevance and Usefulness

• Valuable content is information that is useful, relevant, and meaningful to the target audience, helping them to solve problems, make decisions, or improve their lives in some way
• Creating and curating content that addresses the audience's pain points, challenges, and interests helps to build trust by showing that the brand understands and cares about its audience's needs (HubSpot's blog covering marketing, sales, and customer service topics)
• Informative content educates the audience about topics related to the brand's industry, products, or services, providing insights and expertise that demonstrate the brand's knowledge and credibility
• Educational content, such as how-to guides, industry reports, or expert interviews, positions the brand as a thought leader and trusted resource in its field

Engagement and Consistency

• Providing a mix of educational, entertaining, and inspiring content helps to keep the audience engaged and loyal to the brand over time
• A balanced content mix caters to different audience preferences and keeps the brand's social media presence dynamic and interesting (Red Bull's mix of extreme sports, music, and lifestyle content)
• Regularly updating and refreshing content ensures that the brand's social media presence remains relevant and valuable to the audience
• Consistency in content quality and frequency helps to maintain audience trust and expectations, as they come to rely on the brand for regular, high-value information and entertainment

Timely and Responsive Communication

Prompt Responses

• Timely communication on social media means responding to audience inquiries, comments, and concerns promptly and efficiently, ideally within 24 hours or less
• Quick responses demonstrate the brand's commitment to customer service and satisfaction, helping to build trust and loyalty among the audience (Zappos' reputation for fast and helpful customer support on social media)
• Responsive communication involves providing helpful, personalized, and accurate responses to audience inquiries, demonstrating the brand's commitment to customer service and satisfaction
• Personalized responses, tailored to the specific needs and concerns of each individual, show that the brand values its audience and is willing to go the extra mile to assist them

Monitoring and Protocols

• Setting up monitoring and listening tools to track brand mentions, keywords, and hashtags on social media enables timely identification and response to audience concerns and inquiries
• Social media monitoring tools, such as Hootsuite, Sprout Social, or Mention, can help brands stay on top of conversations and quickly address any issues or opportunities that arise
• Establishing clear guidelines and protocols for handling different types of audience inquiries and concerns, such as complaints, questions, or crisis situations, ensures consistent and effective responsive communication
• Response protocols should outline the steps to be taken, the tone and language to be used, and the escalation process for handling different types of inquiries and concerns (Coca-Cola's crisis communication protocol)
• Regularly analyzing audience feedback and interactions on social media provides valuable insights for improving the brand's products, services, and overall customer experience
• Sentiment analysis, customer feedback surveys, and social media analytics can help brands identify areas for improvement and make data-driven decisions to enhance their offerings and build stronger relationships with their audience