Going Social - It's ALL About Relationships... and Trust

Here’s a sneak peek at Chapter 8 from my new book entitled “Going Social – Business Success is at Your Fingertips”
   

It’s ALL About Relationships...  and Trust

By now, you probably have a good idea that social networking is NOT about “Sell! Sell! Sell!”  Unlike traditional advertising, social networking is more about building and maintaining relationships.  This is referred to as “engaging” your followers.  It’s about strengthening your reputation, improving your brand awareness, and building trust.  Whether it’s online or offline, building trust is, without a doubt, one of the most challenging aspects of business.

   

I think we’ll all agree that building trust offline is much easier than it is online.  Sure, it may take a few face to face meetings and some phone calls but eventually that trust is built, that person becomes a customer, client, or donor, and the relationship has been formed.

   

Building trust online can prove to be a bit more of a struggle, although it’s not impossible.  There are several things you can do to help in this area.

1. Put a face to the name. It’s very common to want to show your logo, your products, your store, your show room, etc…  Avoid this if at all possible.  The first point of contact should always include a friendly face.  It will go a long way in helping build a rapport with your followers and future customers, clients, and donors.
      
2. Make yourself accessible. Completely fill out all areas of your various profiles and include a variety of ways for people to contact you.  The quicker someone can access your contact information, the more inclined they’ll be to communicate with you.
       
3. Respond… and respond QUICKLY! Not responding in a timely manner or not responding at all will quickly damage your online reputation and set you back in the “trust” department.  This is your golden moment.  This is your opportunity to engage and “personalize” the relationship.  Don’t blow it by failing to acknowledge or by responding with an obvious “sales pitch”.
       
4. Be honest and sincere. Don’t be afraid to admit that you don’t immediately have an answer to a question or a response to a request.  Respond immediately anyway.  Acknowledge them and let them know you’ll get back to them with a response or an answer once you’ve obtained it.
       
5. Be helpful. Now this may throw some of you for a loop and have many of you scratching your heads, but pay attention.  It works.  BE HELPFUL.  Do NOT be afraid to share the information of others.  This includes your “competition”.  Of course you should use a little common sense.  Obviously you’re not going to post links sending your visitors elsewhere to purchase something if you can provide it for them.  On the other hand, consider doing this if you can’t meet their needs.  Believe me… they’ll remember you and will not stop attempting to do business with you.

I will often post links in response to questions which take my followers to articles others in my profession have written on a particular topic.  And you know what?  My “competitors” do the same in return.  This helps build trust.  We’re human.  We’re not “know-it-alls”.  People get it and they’ll respect us for our honesty.

    

Remember you’re building a reputation and trust in a “faceless” environment.  Often the approach you take online needs to be a little different.

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