By Jessica Hammer, Assistant Account Executive
February 13, 2020
With global usership in the billions, social media has become one of the fastest growing industries worldwide. There’s no denying social media has impacted nearly every industry in our modern economy, but its impact on PR, marketing and advertising has been significant. Let’s break it down.
Marketing and advertising can be defined as what a brand shares, while PR is how the public reacts to those messages. Because the public conversation on social media and beyond is out of the immediate control of a company, it is up to the organization to build trust between consumers, media, and other publics so key messages are portrayed positively. This is often achieved through active and transparent communication via social media. We’re highlighting a few tips on using effective social media and PR tactics to help win over consumer trust and earn credibility.
1. Evaluate your audience
What does your audience care about? What issues or causes is your audience concerned about? It’s difficult to recognize how you can best serve consumers without studying their needs, wants and behaviors. The more you understand your audience, the better chance you have at delivering meaningful content to address their interests.
2. Tell your brand’s story
Consumers love to see the faces behind an organization. Share stories about the history and people who make the company run. Developing a “behind the scenes” series on your social media channels or dedicating a landing page on your website to employee profiles allows consumers to learn more about how the products or services they support come to life.
3. Be active and visible on all channels
Have you ever visited an organization’s Facebook page only to find their most recent post was from three years ago? An inactive social media presence doesn’t help build trust with an audience. Regardless of what your organization’s mission is, being active and engaged on social media helps portray a sense of transparency and honesty. How can you do this? Install a live chat feature on your website or clearly display a messaging button on your Facebook page to encourage visitors to inquire. Be sure to respond to inquiries in a timely manner to maintain positive relationships with consumers.
4. Utilize credible influencers for a relatable voice in your industry
Connecting your brand with a popular influencer in your industry, like a stylist, artist, food blogger or musician can be effective in building awareness and credibility with your target audience. According to a study by the Institute for Operations Research and the Management Sciences, nearly 50% of consumers rely on digital influencers and 40% make purchases because of them. An endorsement for your product or service from an influential person in your industry can boost your following and help earn support from individuals outside of your immediate audience. But, make sure you do your research first – it’s important to align with influencers that truly embody your brand standards and fit your brand’s voice. If the messages don’t match, a relationship with an influencer will be ineffective.
5. Remain consistent
Consistency is key when it comes to consumer trust. Frequent changes to your mission, staff, service, logo, tone and online personality can cause confusion among consumers. Remain consistent across all platforms to demonstrate that your organization can be trusted to provide the best service or products in your respective industry.
To learn more about how to gain consumer trust, or see how S&B can help you fine tune your social media strategy and creative, send us an email at firstname.lastname@example.org!