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Which brand are customers most likely to trust? The one that sweeps negative reviews under the rug? Or the one going out of its way to address such reviews? It’s clearly the latter. When your company receives negative feedback, as any company inevitably will, don’t delete the remarks. Instead, carefully study the review, respond promptly, avoid defensiveness, and resolve issues through both public and private channels.
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Customers care about brands that care about the world and society in which we all live. A Unilever study found one-third of customers consciously choose brands they know promote environmental or social good, while 21 percent said they buy from brands that strive for more earth-friendly packaging. Social media messaging should be transparent about how company products are sourced, your company’s position on sustainability and corporate responsibility and its ethical stand on giving back.
- 3. Reveal your human side. There’s nothing like showing your brand humanity to amplify transparency. Sharing small pieces of personal information or displaying photos or videos of employees at work conveys a sense of common humanity.
- 4. Leverage UGC. Customers are likelier to believe fellow customers when they share testimonials about brands. Posting user-generated content (UGC) reflecting positively on products or services is like showing prospects a “seal of approval.”
- 5. Explain product testing. Delivering detailed insights into your product testing -- including images, charts, statistics and more -- can help persuade social media followers of the trustworthiness of your brand claims.
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