Big Brands, Social Media and Trust: How to Avoid an Online Crisis

September 23, 2013
Posted by: Matthew Hammer, VP- Marketing

According to the 2012 Edelman Trust Barometer, only 50 percent of American customers trust business to “do what is right.” On top of that, a better deal is always a click away, and when a product or service isn’t 100 percent in alignment with expectations, buyers are quick to amplify their grievances online to all who will listen.
In this competitive environment, its more important than ever for businesses to create opportunities to develop trust — internally in their organizations, on the front line with customers, through great products and service, transparency, and follow-through. Social media, offering a direct and candid connection to customers, can be an excellent tool to support this deepening of the relationship.
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