Building social credibility via our social media networks allows us to nurture relationships, stay top-of-mind with the purpose of creating “sales time” with buyers at the right time. It is about positioning ourselves to have influence and high levels of perceived value with prospects or potential customers. It is not just about building up our own personal brand but also support the company’s brand online.
At a practical level it is about participating in online discussions on LinkedIn, Facebook, Twitter, Forums etc as well as writing and sharing content relevant to your customers. It also extends to being aware of industry trends, seeking referrals from clients and co-workers, and working every day towards being viewed as a subject matter expert in a given field. Social credibility is also constructed by connecting with industry experts, clients and potential prospects by engaging in social conversations. Most importantly, it invloves developing influence in your market so you contribute valuable and relevant insights to your social sphere.
What does this mean in reality?
I have my profile photos updated across all social media platforms
I have a tag line(s) on my social profiles that resonates with my ideal customer
My profile speaks to the pain points of my ideal customer
I have articles, multimedia, videos on public display across my social accounts
I have genuine recommendations from clients and connections on my social media profiles
My activity reflects my personal brand and my social purpose
I have a bank of connections that I constantly add to and engage with
I follow influencers and companies within my industry
My company page is visible to all and is active
I am socially active consistently and not just because I need leads
I can be seen and found on multiple platforms with uniform messaging
How can your social credibility be measured?
Social Selling Index
Number of Social Connections
Number of Connection requests you receive weekly/monthly
Number of followers – you and your company
Number of profile views you receive
Number of conversations you engage with or start
Number of shares and comments (on your content)
Number of leads you generate as a result of building your social credibility
Number of “sales time” events you manage to secure with potential customers