All knowledgeable marketers are aware of the power of word of mouth when it comes to marketing products or services effectively. And if you will observe closely, you will find that the more credible the word of mouth is, the more successful your marketing campaign will be.
However, a downward rate is shown by statistical studies when it comes to trusting what friends say about a brand. It can be quite alarming for serious marketers who concentrate most of their marketing efforts online.
The Identified Cause of Skepticism
Because of the widespread use of social media, “friends” are becoming more slackly defined. We can be Facebook friends and Twitter followers with someone, but that does not necessarily mean that recommendations from these people are taken seriously.
Sending free products thru prominent social media has become a familiar scheme of majority of online marketers. Most of these people are giving out samples of their products on Twitter, Facebook and other social networking sites frequented by a lot of online guests in the hope that their brand or product will be promoted. But the sad thing is, some consumers are already cynical and doubtful. After you see an questionable number of positive blog posts and tweets about a product or brand from “friends” (whom you don’t know on a personal level), it can be quite hard to believe what you read and hear.
How to Offset Consumers’ Doubt
There are several ways that you can make the disbelieving consumer to start gaining faith in social media endorsements. The most effective actions for marketers are the following:
- Request disclosure from the influencers on the web when they receive incentives like product samples or compensation.
- In generating word of mouth through the internet, it is a must to disclose a marketer’s business relationship with the people targeted to get others talking about a certain product or brand.
- In all venues of social media, business relationships should be disclosed often and early.
You should never cheapen an honest relationship between consumers and business owners. When it comes to blogs, disclosure is not that complicated. All that a blogger needs to do is to cite clearly that a company approached him or her to give a review of their products or services. On Facebook and Twitter, limited space makes disclosure quite difficult. But disclosure of relationships is still made possible through the use of special hashtags.
Honesty is always the best policy. If you want people to trust your brand, being honest in dealing with people, in business or not, would do you more good in the long run.