Social opinion: The currency of the new economy is trust
What matters is what consumers have to say about brands, not what brands have to say about themselves. They can differentiate the features of their products with their competitors or emphasise their brand values, but nothing convinces the customer like positive sentiment. Hiding negative reviews, ignoring feedback or, worse, being MIA is a sure-fire way to land brands on the naughty list. Consumers are having conversations about brands on digital platforms whether they are listening or not. Social listening is a great way to gauge the audience but, to be an influencing factor, it’s important to participate in that dialogue.
Social media is an effective tool – not only can brands communicate with consumers to see how their product/service is doing, but they can also attract new consumers. By sharing content that’s valuable, entertaining or inspirational, people will see what brands bring to the table. Another important use of social media is reviews. Respond to them, and let the audience know you are willing to have an open dialogue. Even when brands are unable to appease a disgruntled customer, at least other users can see they are attentive and approachable. Lastly, it’s beneficial to showcase employee interactions. People want to know that businesses aren’t run by robots. Showcase how employees work as a team, unwind or participate in the wider community. If it fits within the strategy, let employees interact with the audience. Building trust isn’t easy, but putting yourself out there and joining the conversation is a good place to start.
- There are now two billion people connecting and building communities on Facebook every month.
- It is giving Pages administrators the ability to create their own Groups.
- Facebook Messenger Platform 2.1 now offers in-app payment and new call to action (CTA) buttons.
- It has announced it will rank faster loading pages even higher in the algorithm. Don’t forget, even though other platforms such as LinkedIn haven’t openly announced they’ll do the same, the load time of your content will at the very least impact user experience and your chances of someone even reaching your site.
- We all know Zuckerberg is a big fan of video, but rumour has it Facebook is working on a video chat device.
- It takes its Snapchat clone, Stories, to a new level by making it a public feature.
- Snapchat reports a bad quarter and things get ugly on the stock market.
- Snapchat is the latest company to join the Global Internet Forum to Counter Terrorism alongside rivals Facebook and YouTube.
- User growth falls flat in Q2, but revenue still beats estimates.
- It has unlocked a $99 per month automatic tweet promotion service… but is it a wise move for brands to buy into?
Round-up – top campaigns:
- Topical content – where you can compare your product to a dismembered penis and it’s totally okay.
- Police social media accounts seem to have all the fun (read the comments).
- Twitter and EyeSee have teamed up to measure metrics for holiday campaigns using only facial coding and eye tracking.
- Global recruiting group Hays has won best LinkedIn company page for 2017. Read the top 10 list.
Learnings and recommendations:
- Load time is everything. It’s the difference between a user being a social media click and a real lead. It’s also the difference between a great user experience and a poor one. If Facebook is openly factoring load time into its algorithm, we can be sure that other platforms will be quick to follow.
- Just because someone offers to promote your every tweet for $99, it doesn’t make it a wise idea. For example, something that makes sense to your audience (people who are like-minded enough to follow you), may not make sense to the blind masses. Far better to selectively promote your best content to relevant parties.
Brought to you by the wonderful King Content Always-On social media team.
Divya Goski, Michael Waddupsand, Graham Boville and Kate Leonarder