How can you build customer trust and loyalty on social media?

Demographics are good start but you want to go much deeper in creating your Ideal Customer Profile (ICP) for your content. Most people use social media for the purpose of being social, not for doing business, so understanding things like what types of places your audience prefers to shop, what types of cars they drive, how they prefer to spend their free time, etc. is key. Build an ICP and create content for them. For example, “Craft Beer Carl” drives a crew cab domestic brand truck, shops at local stores and wears high-end denim and “workwear” brands. He values family, friends and integrity. Knowing this allows me to tailor all of my content to specifically resonate with Carl.

I agree, but for me, there is a defined order and structure: 1.) Research your segments and create Personas using MRI/Simmons and Facebook/Instagram buying platform, and client 1P data/LAL audiences. You are not likely talking to several segments. Knowing this allows for more relevance and optimization capabilities. 2.) Understand who your client IS and who they are NOT, to create authentic trustworthy content in their Brand voice. 3.) Consistently add value. Value can be humor, insight, unique content, a surprise and delight, or how-to info. Time and attention are given by users as a “value exchange” so add value to gain loyalty. 4.) Be accountable and accurate (and spell it correctly). If there is an error own up it to build trust.

Marketing on social media is completely different from what we learnt in the 20th century. We must be willing to lose some control in order to gain trust: answering in a human voice, sharing proactively mistakes (with their solution) and ignoring (without engaging or blocking) the eventual trolling are three of the keys to build that trust.

With the introduction of AI and different technologies involved in personal assistance , we are at a stage where everyone who is reaching out to us can be responded back to and their concerns or messages categorised and addressed even before they reach us. With automation in place social media is now a more interactive platform and this is a driving factor for adoption , everyone knows it's automated but they are still looking for the personal touch or a tad of empathy. There are various tools that can be used to measure the user experience and as a result different strategies can be implemented in order to change the language / message / emoji etc in your reactions , today data is the driving force utilised to engage and interact.

Include Emotion Recognition & get a better measure of what people are feeling about you or your product from text, voice, or biometric data. You can gain key insights on user’s expressions of fear, anger, sadness, love/joy. Emotion Recognition can tell you exactly what they're upset about, how strongly they feel that way, and in which direction the emotion is trending. Use this in social listening, in-bound marketing, chatbots and virtual assistants to understand your users. You can use tools like VERN AI to detect emotions in voice or text in real time. You can also use iMotions for facial recognition, or Hume AI to analyze voice communications, reviews and feedback.

In my experience, asking for customer input is critical in this process. Ask them what they think about changing a logo; adding a product; making a change. Engage your customers into contributing to your decisions. They feel like they are part of the brand.