The first rule of social media is that if you want to succeed you need to make sure you develop and maintain a solid audience base. But more importantly, you need to make sure that this online audience trusts your brand or business enough that they will continuously interact and connect with your social media content, and support your business online. So here are our 8 tried-and-tested tips for building and maintaining strong audience trust on social media:
The best way to find your audience is to choose a social media platform that will actually reach them. Don’t just choose the most popular social platform, you have to specifically target the platforms that will reach your specific audience. If you choose a platform that your target audience doesn’t use then you’ll have trouble securing a reliable, valuable, and engaged audience.
Once you’ve found your target audience, it’s essential that you know everything about their online habits, in particular their likes and dislikes. You must post content that is specific to them and that you know they will enjoy, like, share, read, engage with or interest them. Just as you have needs and wants, so does your audience.
When interacting with businesses online, customers and potential customers want to feel like they’re talking to a real person. They want honest, true answers and they want to know that they’ve been heard. So, ensure that you have real people monitoring your social media pages and that they can reply to every customer individually and don’t push out the same automated, generic message to every comment or enquiry.
A key rule to remember when posting online is to be truthful. Never give out untruthful information on your social media channels, this will damage your online brand and will turn customers away.
Also, it’s important to remember to tell your customers vital information that concerns them. If something goes wrong internally and it affects your customers then they need to know.
For example, if you’re a clothing brand and you run out of a large portion of your clothing, or there is a hold-up sending out orders, or your run out of one type of fabric or your warehouse burns down, then you need to tell your customers as soon as possible.
Don’t let them get frustrated before you tell them what’s going on. Being transparent will help your audience have a positive online experience and a positive interaction with your company or brand, which will ensure they become a returning customer.
When replying to a customer enquiry, a comment or a question on your social media channels, you need to make sure you answers are well thought out, truthful and helpful. If you help the customer immediately then this will make sure their user-experience and interaction with your business, brand or company is positive. When a customer has had a positive experience they’re more likely to share your brand with a friend or talk about their positive experience with others.
Any time you post to your social media sites you need to make sure all the content you’re posting is relevant, reliable and reputable. Your content needs to be relevant and reliable, your audience needs to know that every time they look at your social media page that they’re going to find content specific to them and that interests them. However, a big mistake that many brands make is when they share content, especially links, that aren’t reputable. You must check (and double check) that all your content is sourced from reputable websites, blogs, news sites etc.
If you give your audience what they want then over time they’ll earn their trust and become a consistent and reliable source of information on a topic that interests them.
You’ve probably heard it time and time again, but it’s true: consistency is key. You have to be consistent when posting on social media just as you’ve got to be consistent when distributing other forms of media.
Consistency in your online voice, online brand personality, and online posting habits is important because it means you’ll always have the best chance to connect with your target audience.
For example, if your target audience is mothers and fathers and suddenly you start posting content and captions that appeal to teenagers then you have lost your target audience’s engagement and interest, and it could be hard to salvage it again.
If you make sure that everything you post is outstanding then you’ll be recognised by your audience as having memorable and interesting content.
You should aim to have at least one aspect of every post be memorable, whether it’s a great link, a fabulous image or a smart caption, something should stand out to your audience.
In conclusion “if people like you they’ll listen to you, but if they trust you they’ll do business with you".
We hope these 8 tips have given you insight and ideas that will benefit your company or brand. However, if you need any help with your social media management, or social media campaigns or strategies, then please contact us for a no-obligation, free quote.