Why Establishing Trust is Step #1 to your Blogging Campaign

    Trust: the catalyst of the open source wayTrust. It’s not a very nebulous term. Yet in social media circles, it has lost some of its shine, some of its clarity, sort of the way Stairway to Heaven and Free Bird have due to overuse and overexposure. Trust, as a concept is, nevertheless, a fairly easy idea to digest. In much the same way we allow the time-tested, the reliable and the faithful access to our fragile and emotional squishy parts, consumers allow brands access to their wallets, if again, trust is and has been present.

    Easy right? Not so much.

    Like so many of life’s critical lessons, what we often grasp with a vivid intellectual capacity, we struggle mightily to apply to our lives actually and practically. This is scarcely more true than in the case of establishing trust among buyers using social media. As I said in a recent post, even the least savvy social media newbie gets it: blogging: good. Facebook: friend. Twitter: weird, but ok fine; I’ll try. So blogging mavens needn’t lecture further the social networking challenged. They fully grasp the fundamental value in marketing their wares through these channels.

    But what I’m finding is that greenhorns have done nothing more than repurpose their shout-based marketing initiatives on their blogs and Facebook walls, having done even less to earn access to the conversations had on social media outposts. They simply think the act of setting up a blog or having a Facebook fan page is the goal itself. “Now,” says the novice, “all I have to do is talk about my stuff and sales should follow.”

    Build it and they will NOT come

    What you need to do tenderfoot, is make with the listening. Lots of it. Contribute to the existing social landscape first. Do that for a long, long – long-long while – and you’ll prove your worth early and often. By the time your blog goes live, if you’ve followed what I propose in the video below, you’ll have earned a spot at the table and your blog will have a ready-made audience clamoring for you.

    Now some of you might be saying to yourselves, “Well fine; but for how long? I mean, how long do I have to listen, share and comment?”

    In the accompanying video, I answer that question and several others you may have. So take a few minutes to learn more about how I propose you proceed with the listening and commenting portion of your social media program.

    Creative Commons License photo credit: opensourceway

    • http://twitter.com/MattLBrennan Matt Brennan

      Completely agreed, Scott. The web is too crowded for the “If you build it they will come” philosophy to work. Commenting, participating and engaging is one way to turn it around, but your website and platform have to be inviting. I see too many businesses that are lax in design or content. It drives the people who do make it to your site away.