5 Ways to Build Trust Through Social Media

Social media has become an extension of our daily lives. Whether you like it or not, it's probably entered your morning or nighttime routine and has become akin to something like brushing your teeth. We're constantly on our phones or computers — checking in on our friends, flipping through our various platforms, and gaining insight into the world around us through social media. This massive shift toward digitalization has had an immense effect on how people operate — but it's also opened up an unparalleled opportunity for brands to market themselves in a relatable and personal way on a weekly or even daily basis. 

One of the most significant ways brands can harness the power of social media is by building trust, but it's a lot easier said than done. Alongside our evolution towards the digital comes a tailwind of misinformation and distrust — which can be either an opportunity or blunder waiting to happen for many businesses utilizing social media.

Your brand can break the mold, being true to its name and values to help create a foundation of reliability with your audience and potential customers. So, the question remains: 

"How can my company build trust through social media?" 

That's what we're here for, to help you navigate the ever-changing and diverse world of social media so that you can use it to your advantage. We're going to cover five ways your company can craft trust and create advocates out of your followers — leading them down the desired path of the customer journey. 

The 5 Foundations of Building Trust Through Social Media 

1. Keep It Real 

Authenticity isn't something your brand can craft — because it should come from a genuine and "real" place. It's about being true to your values. 

Now, most brands take the time to understand their unique value proposition (UVP) — which reflects how they stand out from the competition. Maybe this is affordability; perhaps it's high-quality service or the use of high-quality materials. Whatever it may be, a UVP plays an important role in differentiating your brand from others in the industry. 

However, there's a difference between the value you offer — and your brand's values. When building your social media presence, your company's values should always be behind what you publish to the digital ecosystem. 

The social media world is congested, and standing out isn't easy because brands have some form of identity crisis. When most business owners see successful companies killing it on social media, they see it as a formula they can follow, too: "If we do what they're doing, we'll be successful on social media too!" 

Not quite. Audiences are smarter and more socially aware than ever. Brands attempting to ride the coattails of other social media channels need to be more self-aware to succeed. 

So many brands are always one step behind the trend, and that's because they're failing the human "keeping it real" test. The only way to set a significant trend as a brand is to remain true to your brand's values in everything you put out on social media, all while being human on a human platform. 

2. Transparency is Key 

As we mentioned,, the mistrust in companies and brands is higher than ever before — and transparency is crucial to building trust with customers. If being true to your brand's values is #1 on this list, there's a reason why transparency is right behind it. 

Let's say one of your brand's values is sustainability and environmental awareness — you're going to have to open up doors for your customers to see the why and how. Making posts that promote eco-friendly practices only goes so far. You can be certain that audiences will do their due diligence to research and determine if the company practices what they preach. 

That’s  just one example of how transparency can be on your side — but in today's world, it's good to be transparent all the way through. Whether it's by giving your audience an inside look at product development or even distribution — the more informed your customers are, the more trust they will have in your brand. Social media is a great way to keep them in the loop, with behind the scenes posts about staff, products, research, or even tips and tricks to help navigate whatever industry, product, or service you provide. 

3. Empathy is on Your Side 

One of the ways social media can help instill trust in your brand is by operating with empathy. There are so many ways to use social media to communicate with your audience and customers, and every interaction is an opportunity for empathy. 

Whether it's responding to criticism, resolving a customer's problem, or even showing appreciation for praise — there's always a way to be empathetic when using social media. It's all about going above and beyond to create a human level relationship with every follower that reaches out. Social media is a great way to gain valuable insight into your customers, their values, and how they see your brand compared to competitors. 

4. Consistency Consistency Consistency

Your presence on social media alone can build trust, but consistency is the key to maintaining faith from your customer base. Part of this consistency means that you're sticking to your values and being consistent in your brand's messaging. 

Whether it's something external like logo designs, design elements, and color schemes — or aspects that may be more intrinsic like posting about social justice reform, your brand should be consistent with how you're going about posting on social media. Inconsistent branding simply makes your company look unprofessional, which can lead to distrust. However, inconsistent value messaging can be just as detrimental, if not more so. What goes on the internet will stay on the internet, and people are unforgiving about inconsistencies or contradictory social media posts that do not reflect a brand's actions. 

5. Seek Reliable Advocates 

Influencer marketing is no doubt a buzz phrase these days but it only works when it’s rooted in trust. Individuals that have spent years building trust within a small niche are an extremely powerful tool if used correctly. They've done a ton of the legwork organically over time, being relatable, responsive, and sticking to their values in order to gain a respective following. 

Their word and approval hold weight, which can be leveraged by your brand to build even more trust and expand your audience. There's a way to do it right, and there's an even easier way to waste your budget. 

We can’t stress this enough: Simply asking for a sponsored post or throwing cash at influencers to post about your brand won't come off as genuine, and it will be apparent to their audience right away. It takes finesse, but if you can discover influencers that are one of your buyer personas — they'll be far more likely to advocate for your brand in a more personal way. 

There You Have It 

While these are not the only five ways you can build trust through social media, they're a great way to start and can be used to influence how your brand approaches its audience online. 

Social media is a powerful tool that can be used in so many ways. Just a reminder, our five suggestions for building trust are: 

• Be genuine 

• Work with transparency

• Post and respond with empathy

• Consistency is your friend

• Use influencers to your advantage 

Adding these to your social media strategy can be a game-changer, and help elevate your postings to new heights.