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Using social media to earn trust

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In this presentation for an editing conference, we share results from the Trusting News project. This phase of the work focused on social media and its potential to build relationships built on trust.

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Using social media to earn trust

  1. 1. EARNING TRUST ON SOCIAL MEDIA March 23, 2017 Joy Mayer @mayerjoy
  2. 2. Joy Mayer | joymayer.com | ACES | March 2017
  3. 3. Why do people follow you and want to connect with you? Joy Mayer | joymayer.com | ACES | March 2017
  4. 4. We trust people and brands we feel a connection with. Advancing a relationship depends on building genuine connections. Joy Mayer | joymayer.com | ACES | March 2017
  5. 5. People make cultural and emotional decisions about who and what to connect with. Joy Mayer | joymayer.com | ACES | March 2017
  6. 6. Know who you are and what you offer. But also: The version of yourself you share depends on your understanding of who you’re with. Joy Mayer | joymayer.com | ACES | March 2017
  7. 7. Joy Mayer | joymayer.com | ACES | March 2017 What does it mean to be social?
  8. 8. Let’s combine what we know about earning trust with what we know about being social. The goal: A social strategy designed to build relationships, not just clicks. Joy Mayer | joymayer.com | ACES | March 2017
  9. 9. • How do news consumers decide what information to trust? • How can journalists teach users to be smarter consumers and sharers? • How can Facebook be used to enhance the relationship between journalists and users? What we wanted to learn Joy Mayer | joymayer.com | ACES | March 2017
  10. 10. So, what factors lead to trust? • Theme One: Tell Your Story • Who are you? What does your brand stand for? • What do you offer? • Why should people listen to you? Value you? Pay for you? • Don’t assume information will speak for itself. Explain it. Market it. Joy Mayer | joymayer.com | ACES | March 2017
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  12. 12. So, what factors lead to trust? • Theme Two: Engage Authentically • Listen and respond. • Show humility and personality. • Be willing to explain yourself. • Meet people where they are. (That requires understanding them first.) Joy Mayer | joymayer.com | ACES | March 2017
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  14. 14. So, what factors lead to trust? • Theme Two: Engage Authentically • Lots of parallels with the medical profession • From Jan Oldenburg, who works in patient engagement Joy Mayer | joymayer.com | ACES | March 2017
  15. 15. So, what factors lead to trust? • Theme Three: Deploy Your Fans • Social media is based on a culture of sharing. • Users share their lives, but also ideas, products and services that they find some sort of value in. • Get the people who already trust you to help spread the word. Joy Mayer | joymayer.com | ACES | March 2017
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  18. 18. We turned those themes into social media strategies. • We wanted to test the strategies in diverse newsrooms (geography, mission, medium). • We invited newsrooms to sign up to help. Joy Mayer | joymayer.com | ACES | March 2017
  19. 19. What we asked newsrooms to do: • Pick strategies that fit with their goals. • Make one social post per week for each strategy they signed up for. • Continue for about three months. • Log what worked. • Agree to have results published. Joy Mayer | joymayer.com | ACES | March 2017
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  21. 21. • Newsrooms tried Snapchat, Instagram and Twitter as well, but we only had enough useable data from Facebook. Joy Mayer | joymayer.com | ACES | March 2017
  22. 22. How we assessed success: • Specific Facebook metrics were attached to each strategy. • The quality of reactions/comments was included. • Posts were compared to the newsrooms’ average engagement rate. • Journalists logged their reactions. Joy Mayer | joymayer.com | ACES | March 2017
  23. 23. What they learned • Most important: You have to really understand the people you’re trying to reach. • What do they want? Need? Feel? What can they relate to? • Across the strategies, successful posts anticipated users’ needs, moods and motivations. Joy Mayer | joymayer.com | ACES | March 2017
  24. 24. Results: Tell Your Story • Demonstrate that your newsroom reflects your audience’s values. • Look for reasons to point out what makes your staff credible or knowledgeable on a specific topic. • Explain the process behind a high-interest newsroom decision or project. Joy Mayer | joymayer.com | ACES | March 2017
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  31. 31. This works for nonprofits and brands, too.
  32. 32. Share specific impact.
  33. 33. Think about timing. What stories are people in the mood to hear?
  34. 34. Results: Engage Authentically • Highlight emotion — yours and your audience’s. Talk/write like a human. • Value conversation. Host conversations people are eager to have. • Reward productive comments and publicly challenge harmful ones. • Don’t ask for more than you’ve earned. Joy Mayer | joymayer.com | ACES | March 2017
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  43. 43. Results: Deploy Your Fans • Encourage sharing on topics users will WANT to share. Start with easy asks (posts that are obviously helpful, positive or fun). • Invite sharing on posts that are in the public interest. • Are users likely to share because they're proud, outraged or excited? Did you frame the post that way? • Remember: People share things that contribute to the social identity they’re cultivating. Joy Mayer | joymayer.com | ACES | March 2017
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  49. 49. It’s like building trust with someone you’re starting to date. 1. Talk about things the other person is interested in. 2. Listen as much as you talk. 3. Reflect back what you’ve heard and learned about the person. 4. Don’t ask for more engagement or intimacy than you’ve earned. 5. Be on the lookout for things the other person would enjoy, then pass them along. 6. Know what you want your relationship to look like, and check in periodically to see if it’s “working.” Joy Mayer | joymayer.com | ACES | March 2017
  50. 50. Ready to get started? • Remember, it’s about understanding your audience well enough to give them something they can relate to. • On TrustingNews.org, you’ll find: — DIY worksheets for each strategy (under “What We Learned”) — Almost 500 Facebook posts to search Joy Mayer | joymayer.com | ACES | March 2017
  51. 51. Joy Mayer | joymayer.com | ACES | March 2017
  52. 52. Trusting News project: what comes next • Face-to-face interviews with news 100+ news consumers Joy Mayer | joymayer.com | ACES | March 2017
  53. 53. Joy Mayer | joymayer.com | ACES | March 2017 Questions? Ideas? — joy@joymayer.com — @mayerjoy Thank you.

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