LinkedIn Leads Social Media in Digital Trust: How to Tap Into that with Your Marketing & Sales Campaigns

Posted by Elizabeth Johnson in LinkedIn Marketing Insights

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According to Business Insider, LinkedIn is the #1 trusted social media platform - for the third year in a row. As we head into 2020, this is critical information that you can leverage in your business as you analyze your lead gen and sales development strategy. This post explores why the level of digital trust on LinkedIn matters, what that means for you and your business, and how you can realistically take advantage of it (if possible).

But first, what is digital trust? Business Insider describes it as such:

“Digital trust is the confidence people have that a social platform will protect their information and provide a safe environment for them to create and engage with content.”

This comes from the latest research report from Business Insider Intelligence where new data suggests that social media users are more receptive to ads on platforms that have high digital trust. Business Insider surveyed 1,974 members of their proprietary panel to “gauge how perceptions of digital trustworthiness differ among seven of the largest social platforms: Facebook, Instagram, YouTube, Twitter, LinkedIn, Snapchat, and Pinterest.”

They looked at six pillars of digital trust for each platform:

1. Security — How confident are you that the following social platforms are protecting your privacy and data?
2. Legitimacy — How likely are the following platforms to show you deceptive content like fake news, scams, or clickbait?
3. Community — How safe do you feel participating in or posting on the following social platforms?
4. User Experience — Which platform has the most annoying ads?
5. Shareability — On which platform are you most likely to share content you come across?
6. Relevance — How likely are the following platforms to show you ads/sponsored content that are relevant to you?

And the social media platform that tops this year’s list? LinkedIn.

According to Business Insider:

“LinkedIn was the most-trusted platform among respondents for the third year in a row. LinkedIn held the top spot in three out of our six pillars, and second place in the remaining three — Shareability, User Experience, and Relevance.”

Why Does Consumer Trust In LinkedIn Matter?

“When users feel a platform is prioritizing their interests, they're likely to engage more authentically and perceive that environment as trustworthy.

Brands that create compelling campaigns on trusted platforms can both avoid brand-safety issues and also receive more positive engagement from audiences.”

That, right there is the reason why it matters to business that they leverage high-trust social platforms (ie LinkedIn): because your prospects trust that their data is safe, that they can engage with you in a safe environment, and that you… by extension are also trustworthy.

At LinkedSelling, we talk a lot about building trust with prospects. It sounds like a vague cliche, but we’ve found that it’s essential for business.

Buyer’s (whether B2B or B2C) are smart and you need to treat them as such.

They know when they are being sold to and when they are having a conversation. And by the same token...they know when to have their guards up and when they can be trusting. By LinkedIn leading the way among social media platforms and their members feeling more free to be themselves as a result, it allows you a better platform to build authentic relationships that can ultimately lead to better sales opportunities.

Let me explain…

If your prospect doesn’t have a basic level of trust that you have their best interest in mind, at best they’ll see you as just another vendor, at worst, they’ll feel like you’re trying to take advantage of them and they won’t give you the time of day.

You must develop trust in order to even open the possibility of a sales conversation.

Now, as far as Business Insider’s Digital Trust Report is concerned, I’m not saying that mean’s people have 100% blind faith and trust in the platform. But LinkedIn has consistently ranked atop this list and it makes it pretty telling that you can’t ignore it in your marketing and sales efforts.

Wouldn’t you rather try and start as many business relationships as possible on the social media platform that has the most inherent consumer trust?

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