Want to Build Brand Trust on Social Media? Be Transparent

It’s important to think of social media as a form of two-way communication. Failing to connect with your followers on a one-to-one basis can make it difficult to encourage loyalty and grow your audience. But when you create tailored content and personalized interactions you can get to know your current followers and even attract new ones.

Transparency is Essential for Building Brand Trust

Social media is one of the most effective tools for connecting directly with your consumer base. Transparency is a key element in building those relationships. Authenticity is especially attractive to consumers inundated with brand-focused advertising content.

Fostering a deeper emotional connection with those interested in your products and services can help them feel personally invested in your brand. People are also more likely to follow companies that respect their time. That can build long-term loyalty, boost customer retention and increase engagement.

Understanding Your Audience

Identifying your target audience’s pain points makes it easier to create content that resonates and aligns with their values. Understanding their concerns and beliefs supports genuine interactions through comments, messages and posts.

By utilizing insights, you can:

• Craft relevant content that reflects your brand values
• Engage in more targeted and meaningful communication
• Foster follower trust
• Build a loyal and engaged online community

Share Behind-the-Scenes Content

Humanize your brand by posting behind-the-scenes content that gives your followers a peek into how you do what you do. Connecting team faces to names through staff features also helps your audience see your company as more than a business.

Here are some ideas:

• Team stories: Showcase your staff and their roles within the company through Q&A sessions, video interviews and social media graphics.
• Product development: Discuss how your products are made or services are completed. You can highlight how you’ve refined your processes to better serve your customers.
• Company culture: Share how your team collaborates and what makes your workplace unique.
• Day-in-the-life content: Take your followers on a virtual tour and explain what a typical day looks like for your employees. Produce a series of videos to generate long-term social engagement.

Respond Openly to Customer Feedback and Criticism

Prompt responses to positive and negative messages show that you value your audience’s opinions and input.

Transparency is especially vital when responding to criticism. Ignoring or hiding negative feedback might make it seem like you have something to hide, so use those interactions to start an authentic dialogue. Ask unhappy customers what they are dissatisfied with and how your company can improve their experience moving forward.

Here are some suggestions for responding respectfully to criticism:

• Acknowledge and thank the follower for their feedback.
• Apologize when necessary and offer solutions or improvements.
• Stay calm and avoid defensive or argumentative responses.
• Maintain a professional and empathetic tone to prove your brand cares about resolving the issue. Remember, other customers and prospects can see your replies.

Share Values and Social Responsibility Efforts

Align your brand with values like sustainability, community involvement and ethical practices on social media to let followers know what you’re about and increase trust. Make sure your affiliation with a cause or organization is genuine to avoid the appearance of insincerity.

For example, say your company has a close relationship with a local nonprofit organization. You can use your social media platform to share their goals and explain how you plan to help. That’s a more effective way to encourage users to support a cause than simply asking for donations. You could discuss how you plan to donate a percentage of your sales or volunteer in a community.

Build a Long-Lasting Relationship with Your Audience

Authentic social media interactions can lay the foundation for positive customer relationships. Use your platforms to interact with your audience, learn about their pain points and find ways to enhance your products and services. Trust isn’t built overnight, so consistency is key when it comes to building long-term brand loyalty.

Work with a Team of Social Media Marketing Experts

Optimizing your social media efforts takes time, research and practice. The TouchStone Digital team will help you navigate the process. Contact us to learn how our social media marketing services can boost engagement through transparent social media strategies.