How to Use Social Media to Build Brand Trust

View original post by Convince&Convert

Social media is more than just a platform to promote your products, services, and content. It’s a two-way street for communication that can engage your customers and prospects. These interactions help build brand trust and a form a community around your brand. You need trust to create a deeper relationship with your customers and to encourage repeat purchases and referrals.

So, how do you use social media to build brand trust? What goes into building this trust? Steve Rayson, director of BuzzSumo, describes the social media trust formula as:

Breaking Down the Trust Formula

Let’s break down this formula and clearly define each metric.


People are likely to trust authorities or experts in a certain industry or on a particular topic. The quality of the content you share and produce, as well as the advice you share when joining conversations, shapes your authority. To maintain your authority, you need to keep up with the latest research and news in your industry, and frequently share your insights.


Social media is a platform for a community of people, and they are more likely to trust those who are helpful than those who are not. Being helpful means commenting and answering questions. It also means sharing helpful content from a wide array of sources, not just your own.


Intimacy involves engaging with people and showing your brand personality. People trust who they know, so it’s important to show that there are humans behind your brand. It’s not a “company” that’s tweeting or posting on Facebook—it’s people that are doing it!


Each time you post an article or a link that promotes one of your products, services, or articles, you’re being self-promotional. If everything you’re sharing on social is about you, then your trust with your followers will decline. Read more in depth.

What it all boils down to is being human. Start and join conversations, offer insights and opinions, share useful content, and be relatable. All of these aspects work together to create an active, engaged social audience—and will help build your brand trust.


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