Building a brand is more than logos, colors, and mission statements; it's also about your actions over time- Developing Trust. Within each description of the social media account, there should be space to tell your viewers what to expect from you. Whatever you tell them, stick to it. You want to show them that you follow through with what you say.
Avoid bombarding your connections or followers with sales messages or out-of-context shares that make no sense to the audience. Do share posts that are informative and engaging, though. You want to encourage shares and discussion.
Developing Trust while actions using the same voice can be difficult for a large company, but it's not as hard for a small business. Usually, in the small business case, only one person creates social media content and messaging, so keeping the voice the same is easy. However, the person creating social media messages needs to understand the business inside and out, including having a deep knowledge of the audience, the products or services, and the image the company wants to project to the world. This doesn't mean you can't hire people to help with social media campaigns, but the messages need to be planned out, and the voice needs to be understood so the audience isn't confused.
Know who you are, what your business stands for, and who you want to friend, follow, and connect with on social media. Then, spread the word. Use #hashtags, Google Meet, LinkedIn groups, and more to communicate with your audience to increase your credibility and spread brand awareness. By sharing and communicating with your audience, you'll soon become the expert and influencer regarding your particular niche.
You might not realize it, but once your social media takes off, you'll get the same questions asked repeatedly, but unlike your website, where you can place a simple FAQ for readers to look at, you'll need to have live answers on social media. So, create an FAQ with easy-to-cut-and-paste answers. On some social media like Facebook, you can create documents that you can point people to, but for the most part, you'll need to answer the same questions repeatedly; a pre-written FAQ will help you do it faster and be more consistent.
The best way to build relationships on social media sites is by commenting, sharing, tagging, and re-tweeting information your customers and influencers share. But, one often overlooked part of it is your relationship with influencers. Influencers are those people who may not be customers but who interact with your customers. They might be bloggers, journalists, reporters, or even your competition. By engaging with them, you'll increase your brand awareness exponentially.
You'll notice on various social media accounts that you have some people who stand out as brand ambassadors. They always share what you post; they make comments and engage with you regularly. Cultivate this relationship. They can become precious in helping monitor for spam, answer questions, and other issues on your social media accounts. You can pay them in the form of coupons and bonuses.
People love interacting on social media because it is "social," and you can be more social on your social media than you think. For example, use Google Meet to host webinars, Q&A sessions, or virtual events that allow followers to interact with you and your brand directly. These virtual engagements will help humanize your brand and develop a stronger emotional connection with your audience. Creating an emotional connection to your brand will create a true feeling of belonging that surpass typical brand loyalty.
Instagram has become a powerful platform for businesses to connect with their audiences. To build trust on Instagram, post high-quality, engaging visuals and maintain a consistent aesthetic that reflects your brand. Authenticity is key, so share behind-the-scenes glimpses and personal stories to create genuine connections with your followers. Engage with your audience through comments, direct messages, and Instagram Stories, and leverage the platform's features to provide a seamless shopping experience.
Today's consumers appreciate brands that are authentic and transparent in their communication. So, be open about your business's successes and challenges, and avoid using overly promotional or deceptive language in your messaging. By being genuine and honest with your followers, you can foster a sense of trust and loyalty that will strengthen your brand's reputation in the long run.
Handling negative feedback or customer complaints professionally and promptly is essential for maintaining trust. Respond with empathy and a genuine willingness to resolve the issue when faced with criticism. Acknowledge the problem, offer solutions, and follow up to ensure customer satisfaction. Demonstrating that your brand takes concerns seriously and cares about its customers will go a long way in building trust and credibility on social media.
In conclusion, building trust with your followers and connections on social media is vital to a successful online presence. You can foster long-lasting relationships with your audience by focusing on authenticity, transparency, and meaningful engagement. In addition, leveraging different platforms, such as Instagram and Google Meet, can help you connect with your followers on a deeper level while handling negative feedback professionally demonstrates your commitment to customer satisfaction. Ultimately, nurturing trust will improve your brand's reputation and contribute to your business's growth and success.
Read Part Five of our series. In the following article, we discuss Planning Your Social Strategy.
