Effective Marketing in a Time of Growing Social Media Distrust
It’s no secret that today’s public is increasingly dependent on social media for more than just staying afloat of your second cousin’s new baby, or what a high school acquaintance made for dinner last night. Sectors including politics, world news, and brand communication are increasingly reliant on social media platforms and their wide-reaching audiences for marketing and connection, yet this constant accessibility to information is not without its downfalls in the realm of information security – just take a look at Facebook’s recent Cambridge Analytica user/personal data leak fiasco.
In light of events like these, consumers are increasingly skeptical of how trustworthy social media tycoons are, in turn engaging less, meaning bad news for both the platforms and the brands that rely on them. According to a CMO Council Study, 99 percent of consumers would cut ties with companies that did not earn their trust. I’ve compiled a few strategies about how to beat this growing public skepticism of social media in order to continue your online marketing success.
Tell your story, authentically
Engage your customer base in a meaningful way through photos, words, videos, etc. Relationships matter to consumers when it comes to learning about a brand and deciding whether to purchase its offerings, and that trust is built on a mutual relationship between brand and user. If the consumer is sharing their personal information on a social media platform, seeing that reciprocation from organizations puts both parties on a more level playing field and increases feelings of connection. In doing so, make sure to watch out for over-promotion and appearing too pushy. While advertising and increasing brand awareness are your goals, constant ads on a reader’s feed tends to spur the assumption that revenue is more important than relationship.
Consider employees vs. influencers
Directly related to authenticity, no one knows the intimate workings of a company like its own employees, which is why successful marketing teams are increasingly turning to their organization’s team members in an effort to increase transparency and trust in their public brand recognition. Consumers are more likely to trust promotions coming from someone they know can authentically praise a brand, rather than a celebrity paid to do the same. Sprout Social reports that 61 percent of consumers would research a product or service that a friend recommends on social media, yet only 36 percent say the same of promotions via a paid influencer, no matter how famous.
Make the first move
Engaging with your consumers is just as important as them engaging with you, and it helps if you make the first move. Just like that initial contact with a dating prospect, keep it light, entertaining, and don’t be afraid to make a relatable joke or two to break down the wall. Showing lighthearted vulnerability projects an image of self-awareness and suggests that you don’t have anything to hide from your consumers. Relatability and authenticity directly correlate with consumer trust.
In an epoch of social media skepticism, separate yourself from the notion of the untrustworthy “establishment” by projecting a transparent image to your audience. Advertising you have nothing to hide from your audience is just as important as advertising your products, and a surefire way to gain public trust and engagement.