Brands are increasingly looking for ways to connect with consumers, and the vast majority have expanded their online presence on several social media platforms to meet customers where they're spending their time. While these channels allow for great relationship-building dialogue between brands and customers, they’ve also opened the floodgates for individuals with bad intentions to spam, maliciously post fake reviews, and to create toxic content.
According to a recent report by our team at TELUS International, over half of American consumers (54 percent) have seen an increase in deceptive user-generated content (UGC) since the beginning of the coronavirus pandemic in March 2020, with 15 percent witnessing inaccurate and crude pieces of content every day. Close to half (45 percent) of respondents stated they lose trust in a brand if its channels exposed them to inappropriate UGC. With these implications in mind, how can brands navigate the good, the bad and the "ugly" of social media to provide the safest, most positive and authentic experience for customers? Consider these three tactics:
1. Invest in the right tech to personalize and protect.
There's a wealth of available online interactions that can help brands improve their overall strategy by analyzing the content that customers create and share on their personal accounts. Investing in content moderation alongside text and image recognition will help automate the analysis process and enable brands to adjust their...
Read Full Story: https://www.mytotalretail.com/article/3-ways-to-use-social-media-to-combat-toxic-ugc-and-build-consumer-trust/
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