NEWSFOCUS
Social networking
Research from Trustpilot highlights the importance of your business’s social media presence
new report reveals that social media is also a huge opportunity for businesses to build relationships and consumer trust. The research from Trustpilot, a global online
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reviews platform, states that over a quarter of respondents (29 per cent) consider brands that are active on social media to be more ‘human’, meaning they appear more approachable and helpful by having real conversations with online customers. Additionally, 31 per cent of people said they trust brands more when they interact with people on social media. A fifth also check a company’s social media presence before purchasing anything from them. However, businesses need to pay attention to the type of social presence they have, and the type of content they share. Organic content, rather than paid, was the clear winner – only 16 per cent said they pay attention to content brands pay for. Nearly a quarter (23
astering social media can have a big impact on the growth of your business by boosting your exposure and search rankings. A
per cent) also said they don’t trust companies that advertise on social media in order to grow their network.
“Over a quarter of respondents consider brands that are active on social media to be more ‘human’”
Dr Jillian Ney, the UK’s first doctor of social media and a digital behavioural scientist, commented: “The results of the research are interesting. They highlight that even new social advertising is regarded as a sales tool and has a lower level of trust and acceptance with consumers.
“On the other hand, organic content seems to be helping customers determine the service characteristics of brands and their communities, helping them to reduce purchase risk. Brands need to understand what content
and triggers consumers want to see from social content and plan accordingly – they need to have the right conversations.” James Westlake, UK vice president at
Trustpilot, added: “Trust is fundamental to all businesses in order to drive customer loyalty and to attract new customers. As digital technology becomes increasingly prominent in consumers’ lives, it’s important for businesses to assess how to expand their online presence to increase trust in their brands. “Our research clearly highlights that for many people, brands active on social media are more trustworthy than those who aren’t. This is unsurprising as platforms such as Facebook, Twitter or YouTube increase visibility and understanding of a brand’s reputation and offer. “It’s also clear that, increasingly, people
prefer to see organic content on social platforms. There are many ways businesses can deliver valuable, engaging content for their social media network, such as sharing online customer reviews. Customers will talk about your brand online; it’s definitely worth being part of the conversation.” n
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