Mark E Goodman

November 8, 2009

3 Tips on how you use Social Media to become the “Trusted Source”

Filed under: News and Commentary, Social Media — Tags: , , , — markegoodman @ 8:38 am

I was talking yesterday with a person who had been a reporter for a major newspaper. We discussed the fact that print in general and newspapers in particular were losing readers to the internet.  He expressed a concern that no one wanted to pay for what he called a “trusted source”.   While on the other hand, information on the internet was being accessed, but often was untrustworthy.

As we talked more, it became clear that there is an opportunity to become a trusted source in your business area.  While viewers are not going to pay for your content, they will reward your company by purchasing your products or services.  Prospects are searching for answers.  If you provide the trusted answers, people are more likely to purchase.  Video allows for greater trust because they can see and hear you.

Here are 3 Tips that will help you become a trusted source.

  1. Understand what benefits your products/services provides.  Be very clear how your company fits into your overall business ecosystem.  If you have not done a vision/mission, it can be a good exercise to help.  Also, helpful is a competitive analysis. Knowing who you are not is as important as what you do.   You can only be a trusted source in the areas where you are competent.
  2. Reach out to experts in your business area.  Here you can tap your internal resources.  Additionally, consider your suppliers, partners and even your customers.  Being a trusted source does not mean that you need to have all the knowledge, just that you can help point the viewer in the right direction.  A video interview with is an expert, that is facilitated by your company is very powerful.
  3. Find a “host” to provide continuity.  A “Walter Cronkite” does not have to know everything, but your repeat viewer is counting on someone to insure that the subject matter expert stays on track.  That host can also provide continuity.  Reminding your viewers that this interview is consistent with ones done in the past.   Your host also needs a bit of personality.  While viewers won’t tune in just to see a host, the host does provide familiarity.. putting your viewer at ease.

Think about how you can promote your experts in email marketing, trade shows and other events.   For example, when you do a new video posting, let your customers know.  Provide that content to other members of your ecosystem.  If you are doing an interview with one of your suppliers, ask them to also reach out to their customer base.  You can also give them the video that they can embed in their website.

Customer interviews are very powerful.   While these clips enhance your website or blog, you would be surprised how many times customers will want to add it to their website.  Experts often use a good video interview to enhance their personal reputation.  All of those postings will reinforce your company’s position as a trusted source.

Establishing your company as a trusted source takes time, money, and effort.  However, the payoff can be significant.  Mindshare can be translated into market share.  The value of knowledge cannot be discounted.

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