Why do you need trust -- and how do you build it in a virtual world?
Trust is what makes a business successful.
In a world where your reputation will almost always precede you, trust is an essential asset of any business. What others think of your brand and what they say about you when you are not around is the reality of your success.
There are a lot of factors that go into building trust with your audience or clients -- including your in-person interactions, communication style, employee satisfaction, timeliness, product delivery, brand establishment and more. Most of these components are 100% within your control -- and the ones that are outside of your control can have a larger impact by the way you respond to issues.
Using social media to build trust is an incredibly impactful way to reach a large number of people in a positive and controlled manner.
Ways to build trust on social media:
Post regularly. Posting regularly builds trust because people know you're there. They know you are working for your business and in control of the information that is being pushed to their feeds.
Post audience-focused information. Your audience follows you because they think they could get useful information out of you at some point in time. You need to think from their perspective about what they want to see.
Share your personal story. Sharing the personal side of your business may sound contradictory, but people want to know who they are supporting or who they could potentially be working with. There is a fine line between oversharing the personal bits and keeping your pages business-focused, so you have to learn what works best for your brand.
Engage and Respond One of the best pieces of advice for building trust on social media is to engage with your audience and respond when they reach out. If they have taken action on your social media, be sure to encourage that behavior and engage back with them.
Be Aware The last piece of advice for building trust is to be aware of what others are saying about you and what your competition is doing. If someone asks for recommendations and your page is mentioned, be sure to thank the people that recommended you. If your brand is spoken about negatively, you can try and find a way to respond and diffuse the situation. However, be mindful that there is a point where it is best to walk away.
Building trust on social media isn't an overnight success. It takes time and consistency just like building trust with anyone. Luckily, social media allows you to delete mistakes and think before you speak -- social media should be your brand's best friend!