AMiable Solution #221: Increasing Trust in 2017: Insight from Social Media
Okay, we realize it seems a little sketchy to say we can learn any valuable marketing lessons from social media. After all, people communicate differently from the comfort and seclusion of their electronic devices than they would face-to-face (have you seen the post-election ugliness going on?).
Regardless, the general appeal of social media lies in its ability to connect people. In fact, according to the Statistic Brain Research Institute’s last count (September 2016), the ability to connect with family, friends, and old acquaintances is the main reason why millions of people (more than 1.3 million on Facebook alone) create and use profiles on social media sites.
So what can marketers learn from this? People trust people like them.
And it’s not just a social lesson, either. MarketingCharts.com reported this week that “60% (of consumers) would consider information they heard from a person like themselves to be very or extremely credible, on par with the proportion who would consider information from technical and academic experts to be credible.”
Why? It’s a matter of trust. According to MarketingCharts.com’s article, “The 10 Most Important Ways to Build Trust in Companies (According to Consumers),” a mere 37% of the world’s general population believe CEOs are credible, an all-time low.
How can CEOs and companies alike regain consumers’ trust? Consider the following survey results:
62% of general population respondents would be more likely to believe a company’s social media posts than its advertising
54% deem blunt and outspoken styles more believable than diplomatic and polite ones
51% trust personal experience over data
Consumers do want the things you’d expect them to want: high-quality products or services, good customer service, and fair treatment of its employees. But they also want your organization to be relatable. Honest. Accessible. Able to communicate professionally but in their style and language.
The growth and longevity of any relationship depends on a trust that is demonstrated and sustained. How does your organization rate?