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Marketers should use social media to build trust in their brand, but they must know how to measure it
Journal of Digital & Social Media Marketing,
11
(1),
20-29
(2023)
Abstract
In a world where the cycle of distrust is growing and societal fears increasing, building trust within your business ecosystem should be more important than ever. Trust is the new scale that marketing teams need to measure against, if they want to be around in the future. Knowing how best to measure trust requires understanding not only how your brand earns it but also the value it places on it. This paper outlines five practical ways to leverage social media to gain the trust of your target audience and how to measure your success.
Keywords: social media; digital marketing; consumer behaviour; insights; measurement; trust
The full article is available to subscribers to the journal.
Author's Biography
Charlotte Lander is a digital marketing strategist who has worked across social, web, e-mail marketing, internal comms and intranets in her career. With over 15 years’ experience in digital marketing and comms, Charlotte has experienced many of the firsts for brands on social media and has taken her current employer, Standard Chartered, from its first social account to over 2.5 million followers.
Rachel Harris is trained in data analytics and privacy — skills she has applied in global organisations to give consumers and clients more of what they want. She has helped some of world’s biggest fast-moving consumer goods brands, including Dove, Persil and Knorr, use digital data to identify and respond to consumer needs through campaign and product development. She is currently building The Data Room — a team of data analysts and capabilities to help Standard Chartered realise the value of its data.
Duarte Garrido is Global Head of Social Media and Cross-Channel Activation at Standard Chartered Bank, where he oversees a team of digital superstars, content creators and social media champions. He is also Corporate Advisor to sustainability tech startup Handprint. His digital career has included roles with Big Media, fast-moving consumer goods and financial services companies such as Sky plc, Philip Morris International, Coca-Cola HBC and Standard Chartered Bank. He has completed studies in digital marketing, customer experience and analytics at Columbia University and INSEAD, and is a recognised Chartered Marketer by the Chartered Institute of Marketing. Having spent years travelling the world to better understand people, he is now focused on showing the importance of social media in building brand and reputation while feeding the bottom line.
