Using social media to build trust

When it comes to the business of advising, trust is arguably the most important factor in your success.

When your clients trust you, they see you as an expert looking out for their best interest and that you are very dependable. And their trust in you is likely due in large part to the fact that other people they know and respect also trust you. The same can be said for your business colleagues who put their trust in you.

This concept of trust can be expressed in the form of the following equation:

T = (C x R x I)/S

In other words, trust (T) is a function of your credibility (C) multiplied by your reliability (R) multiplied by the intimacy (I) that your client feels toward you. Yet, all of that can be undercut by the perception of self-orientation (S).*

Social media is not just about technology. It is also about extending the social sphere into the digital world. While the customs and etiquette of the digital world can seem new and different, the rules governing our social relationships online are remarkably old-fashioned.

Trust is the foundation of good business relationships and most business activities are built on winning and maintaining the trust of your clients and colleagues. This trust leads to repeat business, referrals, and respect. So how do we, as practice professionals, build trust online?

First, be credible. Set up a blog and use it to provide quality information and add value to online discussions. Help others by connecting someone with a problem to someone with a solution. You can do this on LinkedIn by providing answers to questions. Share great ideas and articles that you read online. And when you engage in online discussions, do so in a respectful and thoughtful way.

Next, be reliable. If you decide to publish a blog, commit to writing regularly. Consistently read influential media and blog sites and comment, so people get to know you. Respond in a timely manner when people reach out to contact you by email, or on LinkedIn or Facebook. If you use Twitter, acknowledge key followers with a direct message response.

Don’t be afraid of sharing online – talk about what moves you and what you care about. Connect with people by being interested in them. Don’t rant about things you hate – rave instead about what you like. It is precisely through sharing some of your personality that people come to feel like they know you.

Finally, be a giver, not a taker. Go out of your way to promote good work done by your colleagues and friends. Consider recommending your most respected competitors for their strengths – especially if you think it might be a better fit for your prospect, client. Don’t be that guy or gal who is only interested in handing out their digital business cards online.

In the final analysis, trust is very tied up with community and on being perceived as “one of us” by your community. Think of it as the weekly business networking breakfast meeting. By being consistently present, offering helpful insights, sharing and promoting others ahead of yourself, you win the trust of your community. And once you have their trust, your community will support you in your business efforts.

Whether you are interacting with people face to face or online, the rules for building trust in your professional relationships are universal.

* The trust equation comes from The Trusted Advisor (Maister, Galford and Green, 2000, Free Press) and is updated in Trust Agents (Brogan and Smith, 2009, Wiley).