Social Media Necessitates Transparency

Hardika Singh

hs152416@ohio.edu

 

In today's age of social media, it is easier for brands to show transparency during any decision-making or for a response. They can craft a quick tweet and interact directly with the customers. The constant communication makes it harder for brands to lie and holds them accountable. 

It is a commonly known fact that showing transparency can help build trust and deepen connections. It also helps to enhance a company's brand image, said David B. Grinberg in an article for Medium. Trust drives loyalty, especially when around 86% of Americans believe transparency has become more important than ever, according to a survey conducted by Sprout Social. Nearly nine in 10 people said in the same survey that they are more likely to give second chances after bad experiences. Starbucks is one of those companies that was given this chance.  

Picture source: Agility PR Solutions

In 2018, two Black men were removed from a Starbucks in Philadelphia for using the bathroom without buying something. The video went viral on Twitter and garnered more than 11.4 million views. People called for the boycott of the famous coffee shop. Starbucks' CEO responded around three days later, saying that the company will start "unconscious bias" training for employees. The company even admitted the mistake and said it will look to fix it, USA Today reporter Zlati Meyer said in an article. By addressing the topic on social media quickly, Starbucks carried out "damage control" and retained its image, an example that other companies can follow. 

While social media is a great tool to put out fires, it can also be utilized by companies to create a bigger positive presence, as seen in the case of the meal-kit delivery company Blue Apron. The company demonstrated how to provide more information on food sourcing by publishing vendor and supplier profiles online and on social media. They also published videos on how ingredients are made, allowing them to build greater trust with customers who are worried about sustainability practices. These transparent posts on social media made Blue Apron stand apart from competitors and pushed their brand of sustainable practices forward.

Transparent communications are essential to PR professionals. Understanding what topics a customer wants more information on can help companies protect or benefit themselves, while simultaneously gaining the trust of consumers. If brands want to improve their relationships with the customers, they need to build more transparent images. Otherwise, they will be held accountable by the customers. PR individuals need to utilize social media for transparency, especially when it is as quick and easy as sending a tweet.