When everything is digital – who can you trust?

It’s hard to know who to trust online and companies need to respect consumers’ wariness, and take the necessary measures to keep customers safe. Social media can be a volatile space, and companies should take every precaution to uphold professionalism and customer experience. Fortunately, social media platforms are helping this with new and improved features designed to reassure users of a company’s authenticity.

Companies using Twitter can now indicate that they offer online support, show when they’re active and display hours of availability, and give people a more obvious option to send them a direct message. All these updates are available immediately – find out more here: https://blog.twitter.com/2016/announcing-new-customer-support-features-for-businesses

If you’re in any doubt about why it’s so important, you might be interested to know that it’s been shown that businesses which interact with customers on Twitter can enjoy improved word of mouth, better brand perception, even higher value sales. Some companies report that up to 80% of social customer service queries now come through the platform, resulting in greater satisfaction, lower cost per query, and even higher customer loyalty and spending.

Twitter has made many updates to its business offering to improve customer service – you can read more here: https://blog.twitter.com/2016/making-customer-service-even-better-on-twitter

Authenticity is particularly important online as people’s trust is undermined by scams, clickbait headlines and fake news which has, ironically, been big news lately. Facebook has been taking action to try to control the rising numbers of fake news stories published, and it’s certainly not alone. You can read more about it here: http://www.bbc.co.uk/news/world-us-canada-38336212.

Marking an unprecedented acknowledgement of online privacy standards, a new set of online rules has just been unveiled, which the advertising community is hailing as “dangerous,” saying it “undermines the internet’s business model.” Essentially the rules involve companies having to get permission from users before serving them adverts based on their browsing history – which could have calamitous effects on advertising revenues. Read more here in Marketing Week: https://www.marketingweek.com/2016/12/14/ad-industry-warns-dangerous-online-rules/

If you’re a business operating in the social media space, spare a moment to think about your followers’ thought-processes, and do everything you can to both reassure and protect them. In today’s digital age, it’s becoming a vital part of everyday corporate social responsibility.

Other News this month

  • Christmas advertising has gone up a gear – and plenty of retailers are using digital and social media innovatively, and effectively. For our round-up, see our latest blog http://spirusmarketing.com/christmas-advertising-works
  • Facebook *really* wants to beat Snapchat at its own game, launching yet another set of updates to rival its enormously popular image-based social rival. It has also just warned people using Snapchat images as their Facebook profiles to change them by 20th December – or they will delete the pics themselves.
  • Everyone’s at it, predicting what will be big in 2017, from the rise of AI to augmented reality and a content media revolution. Keep your eyes open – 2017 is going to be interesting! Here’s Marketing Week’s round-up: https://www.marketingweek.com/2016/12/15/marketers-predictions-2017

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