By Marta Sigarán Country Manager CCK El Salvador.
The photo on Facebook of my morning run, the picture of the tasty salad I had for lunch on Instagram, my complaint about traffic on Twitter, are they building credibility in my networks?
As everything in communications is relative, the answer to the question previously posed is: it depends. It depends on my audience, it depends on the credibility of my images, on the honesty of my message, it depends if I seek to be an influencer in my industry, if I am a business leader or a politician, among others.
Day by day we find ourselves living in the parallel world of social networks, the digital era allows us to have several lives and even alter egos, we all know people with healthy alter egos in their networks or alter egos of perfect companies, but the real question is: What is the intention of having social networks? What do we seek to obtain from our audience?
In the most recent CCK study "Who do Central Americans believe 2?" 42% of Salvadorans indicated that they do not trust any person and when talking about institutions this figure increases to 48%. When asked why they do not believe, they refer to attributes such as honesty and transparency.
How can we improve our honesty and transparency on the networks? For our brands it is easy, we must keep our publications honest and credible, highlighting the ethical business impact and closeness with our consumers. Personal networks or those of business leaders should be handled in the same way, presenting ourselves as transparent, real and approachable.
How can we improve our honesty and transparency on the networks? For our brands it is easy, we must keep our publications honest and credible, highlighting the ethical business impact and closeness with our consumers. Personal or business leader networks should be treated in the same way, presenting ourselves as transparent, real and accessible.
Salvadorans are very critical when it comes to making a trust analysis, they recognize people with capacity and knowledge, however, these characteristics would not be enough if they are dishonest individuals. Credibility is associated with values, especially honesty and professional ethics and these should be reflected in digital platforms.