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Andy’s Answers: Why social media requires “extreme trust”

2 min read

Brands & Campaigns

In today’s socially connected world, it isn’t enough to just do the right thing. You have to proactively give people a reason to have confidence in your brand. That’s why Don Peppers, co-author of “Extreme Trust: Honesty as a Competitive Advantage,” says brands have to focus on the quality of their customer experience.

In his presentation at’s Brands-Only Summit, Peppers talks about making transparency a priority for social media managers. He says with the way word travels through social media, the slightest bit of shadiness can trigger a massive decline in trust.

Here are some other key takeaways from his talk:

  • Provide objective advice. While it may seem counterintuitive, Peppers encourages companies to recommend a competitor’s product if they know it will be more suitable than their own. This builds a reputation of credibility and authenticity.
  • Your employees want to help. People want to work for a trustworthy brand. Ask your employees how you can become more transparent and earn their trust.
  • Think long-term. Developing trust could cost your company short-term profit. You may have to voluntarily give out refunds or compromise some sales, but the confidence you’ll gain from your customers is worth so much more.

For more details, watch Peppers’ full presentation in the video below.

Download his slide presentation.

Want to see more social media case studies like these? If you’re a social media leader at a big brand, we’d love to have you at our next Brands-Only Summit in Orlando, Fla., Oct. 27 to 29.