Posted By: Molly Griffin, Dydacomp Social Media Associate
Understanding the ways in which your customers reach out and find out information about your company and products is vital. Your business strives to prove that your products are “trustworthy” and are able to meet the consumer’s needs. In the past, companies used the standard trust framework focused on profit, controlled information and protection of the brand. However, with the rise in social media and the change in the formula customers use to establish trust in companies the framework has changed.
Companies can no longer focus solely on profits, but work to profit for a purpose (such as to improve current products); they must be as close to transparent as possible (information withheld from consumers results in a lack of trust), and most importantly companies must ENGAGE their customers to build and expand on relationships.
This is where social media comes in as businesses can use it to not only create conversation and engagement with customers, but to build relationships and trust. This trust is vital for the success of companies today. According to the 2011 Edelman Trust Barometer survey, “Trust is a protective agent and leads to tangible benefits and a lack of trust is barrier to change. “
Need proof of this change? A recent eMarketer survey showed that customers are more likely to turn to a social network contact over any other source on the internet, a 47.5% change over last year. This is one reason why customer reviews and social integration are key features for your ecommerce store. Customers will use these features if you provide them, and in return the customer recommendations can help improve customer trust in your company.
Studies have proven there are tangible benefits in trust, which you can build for your company by engaging your customers and sharing content and information with them. Social Media Marketing is the act of creating interactions and engaging your customers while sharing useful content. Anyone else see a correlation between trust and social media. If you haven’t began a social media campaign, what are you waiting for?