4 Ways to Build Trust Through Social Media

Since its inception, social media has become one of the most powerful tools for building trust with an audience. This is equally true whether you are a small start-up or a global corporation with millions of customers across the planet.

Studies show that 85% of consumers use social media to research new brands, so it is important you leverage your platforms to make a good first impression. With the right strategy, you can establish your business as an industry thought leader, cultivate an engaged audience, and ultimately drive sales of your product and service.

To help you make the most of platforms like LinkedIn, Facebook and Instagram, here are four ways to build trust through social media.

Show the human side

People don’t trust logos or corporate slogans. People trust people. That’s why it is incredibly important to show the humanity behind your brand rather than simply posting bland sales messaging. Sharing behind-the-content, team introductions and other personal content will help your audience to feel a sense of familiarity, and make your brand come across as more approachable and authentic. Don’t be afraid to inject some humour into your social media posts if appropriate. 

Be consistent with your messaging

Consistency builds reliability. Follow a regular posting schedule, whether that’s one LinkedIn post a day or two blog posts each week. Maintain a consistent tone of voice and align your visual brand across all platforms. This makes your brand feel stable and trustworthy, as your audience will always know what to expect. Inconsistent messaging or long periods of inactivity can make your business appear unreliable and cause trust to waver.

Create a content schedule so you can stay on track and give your audience some consistency.

Provide value

One of the best ways to build trust is by providing valuable, educational content. If you’re just promoting your products and services the whole time, no one will care and you will struggle to build a following. People use social media to be entertained and informed, not preached to.

Create a variety of content such as blogs, videos and infographics that help people gain new knowledge and solve problems. When you help people understand topics related to your industry, you position your brand as a trusted, credible authority rather than just a business.

Content is especially valuable when it makes complex information easier to understand. This is important for industries in the healthcare and science space where facts can be complicated and intimidating. Breaking down these topics into easily-digestible chucks helps to build trust and engagement. For example, a healthcare business might work with advanced medical concepts like antibody-drug conjugates, which can sound overwhelming to non-experts.

Be transparent

Everyone makes mistakes, and if you slip up online it’s important you acknowledge it. Transparency builds credibility. Be upfront about any limitations to your products and services and avoid using exaggerated claims or misleading language.

Respond to any comments and feedback, whether positive or negative. Make sure to look into all complaints and apologise for them where appropriate. Audiences appreciate honesty and clear communication.