Trust is something that is hard to come by. It’s earned and never bought. Once placed on the social map, brands are equivalent to people, like you and me.
It’s cool because this is the first time brands and consumers get to talk like friends, where communication is now two-way and not one.
So, how do brands earn trust through the social web? After observing numerous great brands online, I believe interaction and time are the key drivers. Clearly, these 2 key elements work interdependently.
Interaction
Trust starts with communication and good communication involves interaction. Keep pushing out news feed and you’ll realize how boring a person (brand in this context) you’ll turn out to be. A recent study reveals that only 16% of the brands’ tweets are conversational and it isn’t rocket science to know that this level of engagement isn’t good enough. Most brands or small businesses are worried to say the wrong things.
So, at the end of the day, almost nothing was said. Only news and products related content are pushed out. Conversations need not be circled around your products, it can be other stuff really. Think about having coffee with your friends where most of the time spent are chatting about things that aren’t constructive. But at the end of the day, we feel good because we’re able to express ourselves to the people we trust. Don’t get me wrong. It doesn’t take one or two sessions to build trust. It’s an ongoing process where brands have to stay committed to.
The network effect
Now, going back to social media, we can’t possibly speak to every single fans or followers. It’s just too creepy. Rather, its about having enough conversations to show others that your brand sincerely cares. Try having an active conversation with 5 people a day and do it consistently for a month. You’ll realize how others would actively approach your brand for a chat (who wouldn’t like a friendly chap?). That would be the first step towards building trust.
The end result? A group of brand advocates who speaks well of you. Their level of trust is translated to their own network of friends through their recommendations.
