Would you take your car to a mechanic that you didn’t trust? Would you buy an appliance from a salesperson that you didn’t trust? Would you purchase services from a contractor that you didn’t trust? I am sure that the answer to these questions is a resounding no.
The strength of the relationships we have are based on the level of trust we have with one another. The greater the trust, the stronger the bond. It does not matter if the bond is between two people, or between a product and an individual. It will not be broken until there is a loss of that trust.
Relationships generally begin in one of two ways. We either introduce ourselves to someone we have never met before, or someone we know will make an introduction on our behalf. Whether these introductions develop into a meaningful relationship depends on whether each person derives any value from the interaction. When we begin a relationship, whether it is personal or for business, we spend time getting to know one another. Sometimes this process can be relatively short, or it can take years to reach fruition.
In a prior post, I discussed how social networking platforms are perfect tools for relationship building. It stands to reason then that they are valuable platforms for building trust. Facebook, Twitter, and Blogs provide significant opportunities for people to gain an understanding of who we are or what our brands represent. These tools provide opportunities to clarify concerns and address issues. If people derive a positive experience and derive value, trust can follow.
Anyone who has ever had to begin a relationship with a “cold call” understands the value of an introduction. LinkedIn provides the perfect interface to ask our contacts for assistance in providing introductions to individuals in their networks. The greater the trust that exists between our contact and the person we are asking them to introduce us to, the greater the opportunity that we can jump start the relationship.
Social networking platforms provide tremendous opportunities for establishing and building trust. Fortune 500 companies are using facebook to communicate more effectively with their consumers. Individuals and companies are using Twitter to make introductions and build lasting relationships. Blogs provide unique opportunities to become a trusted expert in your chosen field.
Consumers today are more likely to make a purchase based on the recommendation of a friend than as a result of an advertisement. Ask your friends and followers a question about a product and watch the opinions roll in. Will you think twice about a purchase if 20 friends are negative about a product? Will you be more comfortable with a purchase if the feedback is overwhelmingly positive.
Who do you trust more, Madison Avenue or Main Street? Advertising might make you aware of a product, but trust in a brand, salesperson or friend will be the deciding factor on whether a sale is made. Fortune 500 companies are using social networks to build brand loyalty and trust. Are you?
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