The Importance of Transparency in Social Media Marketing

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Social networks provide businesses with a whole new platform to interact with consumers. But if your brand fails to be transparent online, it is hard to build trust with your customers. Nothing can kill the trust of a customer like a total lack of honesty from a company. That is why transparency is such an important part of social media marketing.

Many businesses fool themselves into thinking that customers only want to see the positive online. So, they delete negative comments and ignore messages from unhappy customers.

Doing this, however, doesn’t fool the customer one bit. If there is not one negative comment to be found about your business online, it won’t be long before they come to the conclusion that you aren’t being honest with them.

Customers do not expect 100% positive. But they do expect 100% honest. The way to show your followers that you are being open and honest is to let them see all of the negative along with the positive. Show them how you handle the negative comments and customer complaints.

Use social media to engage with customers, get feedback- both positive and negative, and allow your business to be transparent. Here is how you should be using social networks to maintain that transparency:

Make it easy for customers to reach out

Your customers want to be able to speak with you in a variety of ways, so make sure that you allow them to do just that. Let them know on your website, social media profiles, review site profiles and receipts all of the different ways that they can connect with you.

Give them an email address to send feedback, questions or complaints. Give them your Twitter handle. Invite them to follow you on Facebook or Instagram. Make sure your phone number and address are easy for them to find. Don’t make it hard for people to get in touch with you.

Always listen and respond

People rely heavily on social media as a means to contact the brands that they follow. As a business, you should always be monitoring your various networks to make sure you are staying on top of any comments, questions, and feedback that are being posted.

Take time to respond to customers, especially if it is a negative comment. Do not just delete a comment. Instead, take time to ask questions and find out what you can do to turn the negative into a positive. Leaving these types of interactions on your page shows your followers that you are listening and that you will do what you can to make the customer happy.

Give your thanks for feedback and loyalty

Social media platforms are an excellent place for you to show your customers how much you appreciate them. Acknowledge the positive feedback that your followers leave on your Facebook page. If someone tweets a great comment about your business or products, retweet it. Show your fans that you are grateful for the positive feedback they give.

Always follow up

It is very easy for a business to see a negative comment online and send out an apology. What you don’t see is brands that take the time to follow up with that customer later on. If a customer complaint has led to a change in the way you do something, try to let them know. If you had to replace a product that was unsatisfactory, reach out to that customer to see how the new item is working for them. Follow up with your customers to show them that you are always listening and ready to help.

To earn customer loyalty, you have to show the customer that you are always going to be honest. Being completely transparent will help your brand do just that.

 

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