Do you shy away from your mistakes or look at them as an opportunity for growth and improvement?
That’s exactly what Domino’s did in 2010 when they found themselves in the midst of a crisis due to their pizza quality. They faced massive criticism from their customers, which turned into the famous Pizza Turnaround campaign.
They documented the process of improving their recipes and ingredients & even released a video on YouTube that provided an inside look into the changes they made.
This campaign is a shining example of how the openness, honesty, and authenticity of brands can help them build trust and a stronger brand reputation on social media.
If brands are not transparent, it leaves room for speculation and potential negative publicity, leading to a loss of customers and market share.
Let's take a closer look at the Domino's Pizza event and explore the path to social media transparency for brands.
What Is Social Media Transparency?
When you openly and honestly share information, actions, and intentions on social media with your audience, it refers to social media transparency.
Transparency on social media comprises of the factors:
Openness: Being willing to share information and insights about the brand's activities, processes, and decision-making.
Authenticity: Communicating in a genuine and sincere manner that reflects your brand's true identity and values.
Accountability: Taking responsibility for your actions, admitting your mistakes, and addressing any concerns or criticisms raised by customers or the public.
Accessibility: Being available and responsive to customers' inquiries, feedback, and concerns on social media platforms.
Clarity: Clearly communicating the brand's intentions, policies, and practices to ensure that your customers have a clear understanding of what they can expect from your brand.
Ethical Practices: Demonstrating adherence to ethical standards and transparency in areas such as sourcing, sustainability, and data privacy.
Why Is Social Media Transparency Important For Brands?
Establishes Trust With Your Customers
Having transparency on social media shows that brands are honest and upfront with their customers. This helps to build trust and credibility, which enhances the customer experience and leads to increased sales, improved customer loyalty, and a stronger brand reputation.
Improves Customer Satisfaction
When brands are transparent on social media, it helps customers feel like they are being heard and that their concerns are being addressed. This leads to improved customer satisfaction and loyalty.
Increases Brand Awareness
Social media transparency helps brands increase their visibility among potential customers. When brands are open and honest about their products, services, processes, operations, and teams, it can help them stand out from the competition.
Generates Positive Word-of-mouth
When customers feel like they can trust a brand, they are more likely to recommend it to their friends and family.
8 Ways To Achieve Social Media Transparency
- Listen and Learn: Actively listen to what your prospects, customers, and the public are saying about your brand, products, and services on social media. Use social listening tools to understand their opinions and feedback beyond your own feed.
You asked for it. We deliver. ?— McDonald's UK (@McDonaldsUK) June 12, 2023
The Lotus Biscoff McFlurry, coming June 21 ? pic.twitter.com/OdT776R2X4
- Be Authentic: Avoid jumping into social media conversations just to promote your latest marketing campaign. Instead, focus on genuine engagement and meaningful interactions with your audience. Use your social media presence to show the human side of your brand and build authentic relationships with your followers.
Stay Visible: Don't hide on social media platforms. Participate actively and be present in small and big events. Be transparent in your communication and deliver on your promises. Building trust requires consistency and being reliable.
Act in a Human Voice: Avoid using corporate jargon or robotic language in your commutation. Be relatable and use a conversational tone that resonates with your target audience. Show that there are real people behind your brand who care about their concerns and interests.
For instance, Wendy's Twitter account is known for its witty and humorous responses to customers. Their human-like voice has helped them stand out and build a strong social media following on Twitter.
Are you a bacon person or a sausage person? @ us and we’ll tell you exactly what you are based on your profile. Which is probably really unique.— Wendy’s (@Wendys) May 23, 2023
- Ethical Conduct: Understand the boundaries of what you can and can't discuss regarding your brand on social media. Be transparent about your limitations and acknowledge when you don't have answers to your customers' questions. Create social media guidelines to ensure ethical and responsible behavior by your team.
social media presence
For instance, Netflix's "A Great Day in Hollywood" campaign celebrated the diverse talent within the entertainment industry. They featured individuals from different backgrounds in their videos and highlighted their achievements to demonstrate respect and inclusivity.
- Be Responsive: Engage in two-way conversations and respond to inquiries and messages from your audience. Show that you value their input and are willing to engage with them. This is what fuels a sense of community and builds trust.
Handle Mistakes Gracefully: When you make a mistake, be open and honest about it. Admitting your mistakes and taking responsibility shows that your brand is accountable and committed to continuous improvement. Learn from your mistakes and communicate your efforts to rectify them.
Domino’s Turnaround campaign is a classic example of how to turn your mistakes into growth opportunities.
Social media transparency is no more just a choice for brands today, it has become a necessity. Transparency is a long-term strategy setting the foundation of sustainable success for your brand in the ever-evolving world of marketing.
Remember that the Internet is forever, so be careful of what you share online. What might seem useful to post in the heat of the moment will become a permanent record.
If you want to minimize errors in your outgoing social media posts, you should implement a customized approval workflow using a social media management tool like Statusbrew. Choose your steps and users to design your workflow according to your team's requirements.
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