My grandma has a sign in her bathroom—“Love All, Trust Few, Do Wrong Unto No One.” The phrase has a pretty religious connotation, but interestingly enough I find it quite applicable to digital marketing.
Of the many people I like, there are some I wouldn't trust as far as I could throw them. Some are funny, yes, or a good source of the latest gossip, but not people I’d think to actually confide in.
Certain brands are deserving of your skepticism.
The same is true for brands. I happen to think Hormel has some hilarious SPAM billboards, but no way am I actually going to eat that stuff. You understand—think of all the brands you like. Those whose logos you admire or whose catchphrases stick with you long after their commercials air. Would you readily give your business to these brands?
For most of us, liking something isn't enough of a reason to place our trust in it. We won’t blow $500 on a new pair of skis because they look cool. We need more. Proof the brand is credible and its product quality.
It is the role of digital marketers to establish this trust with clients. Their task is to get them to not only “like” the brand (whether with the click of a button or nod of approval), but to invest in it. Social media offers an incredible platform on which to do this. Here’s how to start: