According to a recent survey by Trustpilot, brands that use social media are regarded as more human.
The survey showed that 29% of respondents find brands that are active on social media more approachable and 31% trust brands who help by having conversations with customers online.
However, the underlying caution is to be sure that the right type of content is shared. The same survey showed that 23% don’t trust companies who advertise on social media to grow their social network, as opposed to interacting with people.
But if you feel you need to advertise on social media, take heed: Only 16% of respondents admit to paying any attention to the content that brands pay for on social sites.
Digital behavioural scientist Dr Jillian Ney says, ‘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.’
Please note: This article is a commentary on general principles and should not be interpreted as advice for your specific situation.