I recently read a very interesting blog post on Mashable on "The Science of Building Trust with Social Media" that I wanted to share with you. It points out the importance of responding quicklly via social media to build trust with key audiences when a problem or crisis arrives, even if all of the facts are not in and the situation is still being investigated.

Trustworthiness based on how quick others respond
The blog post pointed out that psychological research shows that with e-mail, Linkedin and Facebook messages, much of the traditional markers of trust -- such as voice intonation and body language -- are hidden. When only text is available, participants judge trustworthiness based on how quickly others respond.

News travels fast
This becomes particularly critical when a company recalls a dangerous product or an emergency situation occurs where news can travel fast via communication outlets.

Quick response necessary
The sooner a company responds the better, even if all of the information is not yet available - the key is to address the issue as soon as possible.

Time is of the essence
In our 24-7 world, time is of the essence. That's why it is much better to respond to a long Facebook message acknowledging that you received the message, rather than wait until there is time to send a more thorough first message. Why? Because if you wait too long, you are likely to be labeled unhelpful, along with a host of other expletive-filled attributions the mind will happily construct.

Psychologically speaking, responsiveness makes it easier for others to attribute the misdeeds to the situation, rather than our personality. The same holds true for Twitter.

Responsiveness also key with PR
This is also important with public relations - the sooner a company communicates to the media and other key audiences about a problem the better - even if all of the facts are not in and the situation is still being investigated.

Manage the message
This demonstrates that the company or organization is being responsive and it allows them to influence the story. The organization can't "control" the story, but they can help to manage the message.

The bottom line? The quicker and more responsive an individual, company or organization is, the more trustworthy they are considered to be.

I've been working with several clients recently to develop or revise their brand positioning in the marketplace before developing their marketing communications plan. Brand positioning is the act of building a valued and preferred position for the company/organization (i.e. brand) in the minds of the key target markets.

Establishes desired perception
Positioning establishes the desired perception of your company, product or service in key target markets relative to the competition. It also serves to differentiate your company/organization or product/service. This is particularly important these days due to "information overload".

Helps to convey consistent messaging
No matter what you are marketing, salient positioning is necessary. Positioning is the basis for all of your communications  digital, advertising, public relations, promotions, packaging, sales and merchandising. By having one meaningful, targeted positioning as a guide for all communications, you will convey a consistent image.

Key factors to consider
To develop a successful positioning, you must take into consideration these factors:

• The inherent drama of what you are selling.
• The needs and wants of the target audience.
• The competition.

Brand positioning statement
A brand positioning statement (also sometimes called a brand promise) is a succinct description of the core target audience to whom a brand is directed and a compelling picture of how the marketer wants them to view the brand.

A positioning statement answers one or more of the following questions:

• Who is it for?
• What does it do?
• How is it different?

Key components of a positioning statement include:

• Target audience - core prospect to whom the brand is intended to appeal.
• Compelling benefit - the most compelling and motivating benefit that the brand can own in the hearts and minds of its target audience relative to the competition.
• Reason to believe - the most convincing proof that the brand delivers what it promises.

The key messages and tagline flow from the positioning statement.

Please contact me at 651-486-7007 or bmednick@bkmconsulting.com if your company or organization needs to develop a new brand positioning and/or a marketing communications plan.