In order to gain the trust of people on social media, you have to be dedicated. In the ever-increasing tough marketplace that social media has become, building credibility, validity and a reputation is not easy. Successful people and brands on social media have developed the ability to stand out in the crowd with their own voice. Many of times, these voices come with a sense of honesty, which is why they are a popular follow on various social media platforms.
Looking further into how to achieve trust on social media, Steve Rayson offers a “Trust” Formula that looks as follows:
Rayson’s formula works, but I feel it’s missing something—Responsiveness! As being helpful, knowledgeable, friendly and selfless are beneficial, there has to be a sense of timeliness. On social media, people want answers—and they want them quick. For instance, when someone on Twitter “tweets” at a brand, they are looking for immediate assistance, they aren’t willing to wait a day or two. If brands can focus on engaging the conversation and resolve any problem close to the moment it happened, they are more likely to receive positive results from the initial post.
This ensures the user has been included as a part of the ongoing efforts brands have to assist their consumers. This was also prominent in an engagement between Northern Rail and a customer. Where it was evident that people respond well to conversation and interaction, they want to know their comments are being taken into consideration. It adds to the credibility of the brand, because it is now trusted. With credibility and trust, brand’s “positive” reputation increases.
Responsiveness ties directly into “Reliability.” Meaning, you are there when you are needed. Justin Kings offers his method of the formula by adding “Reliability’ to the initial formula by Rayson, and I completely agree with it. When adding to Rayson’s formula, we can conclude:
Listening, Engaging and Creating Relationships are also highly beneficial on social media. You first have to understand what the audience is saying. This comes with monitoring and tracking what your audience is saying and how it’s being said. Then you engage into those comments by creating a conversation. This conversation tells the audience that you are active and behind your brand. That you are able to solve problems, tend to issues and make adjustments. Finally, you come to the stage where you have created a relationship with your audience who trusts in your brand. They know what they are getting and by staying “consistent” you can keep the audience on board!