The State of Trust (in Under Three Minutes)

The 13th annual Edelman Trust Barometer contains some very interesting developments on the state of consumer trust.

Some points that caught my attention included:

Technology is the most trusted industry, while banks and financial institutions are the least trusted.

Only 18 percent of those surveyed trusted business leaders, and only 13 percent trusted government leaders.

Influence and authority has shifted from the few top leaders to the many (with the help of social media).

Messages in the new media age must contain humility, transparency and a willingness to explain mutual benefit.

Great insights…

22 Key Takeaways from the Program “New Social Media Marketing Tools and Rules”

I had the privilege of attending the Chicago American Marketing Association’s “New Social Media Marketing Tools and Rules” on Wednesday. Speakers for the program were Adam Lilly, Brand Director at Goose Island Beer Company and Nader Ali-Hassan, Associate Director, Social Media at Razorfish. It was an afternoon filled with actionable social media information, including the following key takeaways:

Adam Lilly shared:

  • Make time to connect with people on social media.
  • Generate new and fresh content; don’t say the same things over and over.
  • Social media is a destination. Participate in the conversation.
  • Enable others to talk about your brand.
  • Practice timely storytelling.
  • Social must be a commitment and ingrained in the culture of the brand.
  • Good brand social media frontline employees are good storytellers.
  • Metrics are not as important as engagement.
  • Share in a creative and meaningful way.
  • Weekly digital content meetings can help generate ideas.
  • Encourage widespread use of social media by employees.

Nader Ali-Hassan shared:

  • The story and how you tell it is important.
  • Social media is about creating and connecting.
  • People don’t want to connect to a brand, but the people behind it.
  • Think about utility: providing value to the consumer.
  • Have a consistent brand voice across platforms.
  • Don’t reinvent the wheel; take advantage of the technologies that are available.
  • Think about social as a paid, earned and owned proposition.
  • Always plan ease and sharability into your content.
  • Trust your gut: If the shiny object doesn’t feel right, don’t use it.
  • Be willing to cede control of the brand to others.
  • Include social media in the overall marketing mix.

What would you add?

Putting Social Back in Social Media

In some quarters, the social part of social media is missing in action. You don’t have to look very far to see examples of social media used mostly for broadcasting, building personal brands and generally for promotional purposes. If one way self-promotion isn’t how we would act with someone in person, why do we feel it’s fine to use social media in this manner?

The longer I’m involved in using social media (which hasn’t been that long compared to some), the more convinced I become that things should be more natural than they seem to be in many instances.

Social is about being open, transparent, helpful and engaging. For many people these traits come easily, for some not so much. That’s not to say one can’t grow in these (like I feel I have) and experience more success and enjoyment using social media. The areas above are definitely examples of where we should be trying to improve.

When it comes to business use of social media, antisocial behavior is even more prevalent. Many businesses have a long way to go to become truly social.

A SideraWorks presentation titled “What Is Social Business?” beautifully defines the six core principles of a social business.

They are:

  • Agility
  • Openness
  • Empowerment
  • Smart connectivity
  • Active intelligence
  • Adaptability

For businesses that haven’t started to embody these principles, now would be the time to start. Our digital society likely won’t become less social in the years ahead. The good news is that becoming a social business is achievable, and it offers great benefits. Check out the presentation for more information on those.

Whether it’s personal or business, we could use more social in social media. I’ll be working on it. Will you?

Let me know what you think.