TOPIC: Social Media Trends 2019: Time to rebuild social media trust. Rebuilding trust is one for the five key social media trends for brands based on Hootsuite’s annual survey of 3.255 users. Download this report here for free.
In 2019, a radically new social paradigm is emerging, and leading brands are already adapting to it. Consumers want to be treated like individuals, not demographics. They’re demanding more value in exchange for their time and information. 2018 was the year of changes caused by Cambridge Analytica scandals and others. Privacy, accuracy, and ethics become question number one. This report explain that 60 percent of people no longer trust social media companies (according to Edelman’s 2018 Trust Barometer Report). In an age of social media skepticism by millennials new generations, traditional stars form social media channel got their trusted voice to fade (only 28% rate it as credible) in benefit for close friend, family or real user advice. Traditional “old fashioned journalism” become more popular and trustable they said.
Percent who rate each spokes person as very/extremely credible for information about a brand:
Experts, peers statistically tied in credibility:
• Technical expert: 60%
• Academic expert: 58%
• A person like yourself: 58%
Source: Edelman 2018 Trust Barometer Special Report: Brands and Social Media.
In the report, Hootsuite analysts wrote: “For years, brands and marketers have emphasized the importance of content – but now, there’s an increasing emphasis on the critical role of context in delivering that content so that it’s important, interesting, and timely for the individual while being authentic and genuine to the brand.”
71% of people also strongly agree that social media message should be improved to support high-quality journalism. Internal brand company experts and employees are perceived as better advocate and maiden to make the message more trustable.
Three effective takeaways used efficiently by 3 major companies have illustrated this analyze:
1) Create Facebook Groups, including closed groups requiring permission to access, can be a powerful way to bring passionate customers together and facilitate dialogue.
2) Be partner with micro-influencers to access more niche communities and encourage more authentic engagement with customers.
3) Run a Facebook Live featuring subject matter experts at your company to educate your audience and build trust.
Read the official report here to know more.
This article is based on Hootsuite – social media trends 2019 – report analysis
As you know, Hootsuite is the leader of social media management platform, created by Ryan Holmes in 2008. The system’s user interface takes the form of a dashboard, and supports social network integrations for Twitter, Facebook, Instagram, LinkedIn, Google+ and YouTube. In their website they give very good advices on social media evolution and trends.