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Marketers should use social media to build trust in their brand, but they must know how to measure it

Author

Listed:
  • Lander, Charlotte

    (Digital Marketing Strategist, UK)

  • Harris, Rachel

    (Director, Data Analytics & Insights, UK)

  • Garrido, Duarte

    (Digital Marketing Leader, UK)

Abstract

In a world where the cycle of distrust is growing and societal fears increasing, building trust within your business ecosystem should be more important than ever. Trust is the new scale that marketing teams need to measure against, if they want to be around in the future. Knowing how best to measure trust requires understanding not only how your brand earns it but also the value it places on it. This paper outlines five practical ways to leverage social media to gain the trust of your target audience and how to measure your success.

Suggested Citation

  • Lander, Charlotte & Harris, Rachel & Garrido, Duarte, 2023. "Marketers should use social media to build trust in their brand, but they must know how to measure it," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 11(1), pages 20-29, June.
    • Handle: RePEc:aza:jdsmm0:y:2023:v:11:i:1:p:20-29
    as

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    More about this item

    Keywords

    social media; digital marketing; consumer behaviour; insights; measurement; trust;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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