How to Build Trust in an Era of “Fake News”

How to Build Trust in an Era of “Fake News”

The recent election put a lot of doubt in traditional media sources, but gives business a unique opportunity for relationship building.

You’ve no doubt read the recent surveys and reports. Traditional media has lost the trust of many people. People don’t trust what they are see and hear from sources like television networks, radio, and other paid media. Consumers are instead turning towards other sources for information and a major place people are getting their news happens to be from social media. But with the lack of trust in media sources, those of us relying on social media to reach our audiences need to be aware that accurate, reliable information is more important than it has ever been.

In Cision’s State of the Media Report 2017, they gathered data from a survey of more than 1,550 North American journalists, bloggers, and influencers. Of the respondents, nearly 40 percent were non-traditional media professionals such as bloggers, video, and social media publishers who drive media impact on consumers.

While they found that trust has been eroded recently, the survey results point to a couple ways you can ensure accurate information is given to your audience, ultimately building a relationship that your audience can count on.

1. Visual is a strong magnet, with live and recorded video drawing through every platform
As trust in traditional media declines, confidence in social media is growing. Live video and recorded video content are often underutilized. Using visual content on social media outlets allows you to tap into the audience that is used to turning on the news for information.

Facebook – this is still the leading audience engagement tool. People are influenced by what they see on Facebook, and the validity of a source increaBses with every share. Reputable content leads to more contact generation and impact of the brand.

Twitter – shareholders of Twitter recently learned that between September and December of last year, there were 31 million unique viewers who watched 600 hours of live video. With so many people watching, this is a great market for you to tap.

Mobile devices – The drive is to draw on the demand of mobile users. People are attached to their mobile devices, and as such, content must be mobile friendly. Ease of access is the key to a larger audience. Journalism and traditional media recognize this and moves to create apps and content geared to reach those on their cell phones. An app with notifications is a fantastic way to go if it works with your business. Minimally, be sure that your content is readily available on the spectrum of devices now used to communicate.

2. Social Media is the great influencer and continues to grow
Social media is a growing influencer with 39 percent of people gathering information from social media over traditional media. Communicate your brand and passion through blogs, podcasts, and social media personas.

Social media gives rise for brands to compensate the trust that has been lost in traditional media. Within this realm, visuals are fantastic tools, and photos rank the most popular form of communication. Memes and GIFs are a quick way to communicate your point or thought without taking a lot of time.

When a brand is having a crisis, social media is the first place everyone goes to see what the company has to say. Social media is the easiest and most widespread way to communicate your values, knowledge, and personality.

3. Use direct communication via email that is packed with value
By using photos in a pitch or press release you increase the relevance and likelihood that it will spread. Of the top 100 most visited press releases, 68 included videos and photos. We are a visual breed.

An email with a link that holds valuable information and has photos to capture attention is sure to draw your audience to you and the platforms you are utilizing.

Those who responded to the survey say they “always” or “often” use multimedia platforms, at 70 percent of the time. When you communicate across traditional, digital, and social media channels your message and influence will gain volume with a more diverse audience. Video, Social Media, and eye-catching emails are the way to capture your audience and build influence.

People are looking to social media for answers. Take this opportunity!

Build trust by always providing accurate information. Build a relationship by sharing a bit of yourself with your audience. Build your brand by utilizing every platform available to reach the world that is always searching for more information.

Take this opportunity to lead in the digital content generation through Facebook, Twitter, and press releases. Use the combined platforms to build a trustworthy relationship with your audience. Share information that people want. Build trust through your words and information and your influence will grow.

 

Reference: STATE OF THE MEDIA REPORT 2017:

The Cision 2017 State of the Media Report

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