Social media is everywhere nowadays. In fact, social media has become so ubiquitous that business and social lines that used to operate in separate spheres have now become blurred. Who’s to blame? If you guessed “smart phones” you’d be on the right track. and that’s okay. But the more important question is: Are you following a culture of transparency in your social media marketing?
People and households used to have some time and distance that separated them from certain messages or products. Now, anyone with a smartphone is regularly and consistently interacting with social media, to degrees that were unheard of even a decade ago.
One of the most obvious results of this is how significant a role social media now plays in shaping experiences for customers. With the growing influence of social media marketing, and the all too common example of privacy violations, any company that is serious about utilizing the power of social media video marketing needs to understand the necessity for transparency and consent.
What is Transparency in Social Media Marketing?
Social media plays a significant role in shaping brand images and consumer perceptions. Transparency has emerged as a crucial element in successful social marketing strategies. It means being open and honest with your audience about your intentions, and the ways you gather or distribute information about your customers.
Good transparency practices should involve the disclosure of things like sponsored content. You should be clearly stating when a post is an advertisement, and provide accurate information about products or services.
Transparency in social media marketing builds trust and credibility and can demonstrate your commitment to ethical business practices. Such practices foster honesty in your customer relationships, as well as with the brands and businesses that are directly or indirectly being represented.
Good Reasons to Practice Transparency in Social Media
Building Trust
While there are certainly some companies that are sneaky or disrespectful, most companies only want to provide a solid product or service. Like you, they also want to attract customers that will become return clients.
In order do to this, a company needs to stand out from its competitors. There are a number of ways to do this, like having a superior product, lower prices, or better customer service. If you can do that, you’re almost guaranteed to enjoy a coveted level of brand loyalty. But another solid way to build this into your company culture is through transparency.
When consumers are clear about the reason for your marketing tactics, the likelihood that those customers will return is higher.
Ethical Considerations
Being transparent is not just a clever marketing strategy, it is a foundational element to practical ethics. There’s a good reason there are entire courses in business schools that focus in on business data ethics; it matters. Not just as a way to save face and make the most money, but because it’s a mark of consideration and social, global responsibility.
Regardless of what your company is selling, consumers have the right to know what and why they are being selected to market to. They also deserve to have access to information which allows them to make informed decisions about the products or services they are exposed to.
Legal Compliance
Perhaps the most obvious and disconcerting reason for companies not adhering to transparency guidelines are the possible legal ramifications. Many countries have laws and regulations in place that require businesses to disclose sponsored content and advertisements. The failure to do so can illicit costly actions.
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