In a world in which people are looking more to peers and third-party experts and less to corporations when making buying decisions, marketers have been looking for new ways to build trust. Yet the way many companies go about communicating with customers and prospects – treating them as an audience rather than individuals – often undercuts these relationships rather than fostering them.
Social presents a unique opportunity to build trust because it enables you to connect the three information sources people trust the most according to Edelman’s 2013 Trust Barometer: academics, technical experts and people like themselves.
For more on using social media to build trust, plus why it’s important to weave social into all your marketing channels, check out my video below:
1) Blog: “What to Automate and What to Humanize in the Social Media World”
2) White Paper: “7 Tips for Incorporating SMS into Your Marketing Efforts”
3) Blog: “Using Email to Promote Social Channels: A Real-World Example”