Whether your business is big or small, social media should be at the front of your marketing strategy. Social media is an online first impression of your business – and you know how much a first impression is worth. For example, if someone is looking for sushi in your area and they come across an account with all blurry posts and no social validation, they will have a bad first impression of that business and are less likely to go there. 

Social media experience, and the validation that comes along with it, can create trust for your brand. If your social media looks clean, professional, and organized, consumers will be more inclined to engage with your brand, which increases your chances of having long-term success.

What is Social Validation?

Social validation is the need for humans to feel like they have status and respect, meeting their esteem needs. It is a basic human need that has only been amplified by social media. So how does this relate to your business? We can either gain this validation or give this validation. As a business, you want to gain it from consumers. You want to be considered relevant and compelling – worthy of their views, attention, and continued loyalty. Social validation can be seen in many ways. For example, if a restaurant is at full capacity and you’re walking by, you will assume the food is good because a lot of people are eating there; this is social validation as you see the validity of the restaurant in the form of attendance. 

One of the best ways to gain this validation is from your presence on social media. Your social media platforms can not only be a first impression to consumers but also a way for them to engage with your company and stay up to date with it. Lots of companies use an overarching theme when it comes to Instagram to make their posts look connected. Your Listing Expert’s Instagram, for example, uses a three-block theme to organize their weekly posts, with each week having a different theme. This is one way that you can show clarity and professionalism on your social media, which in turn, will raise your social validation. 

Why Social Validation Matters

If your social validation is solid and in place, when people search for a service/goods within your industry and come across your page, they will be more inclined to choose you. For example, if a company has all negative comments on their posts about one of their products, then consumers are more likely to go with another company that offers the same product but with better reviews and higher social validation. The same goes for your company’s online reviews. 87% of social media users search up a product or service online before they make a decision to buy.  In fact, 70% of users trust a positive review from an unknown person. The more social validation you have, the better chance you have of the consumer choosing your company. 

Validation Using Social Media

Social media is a great way to boost social validation for a company. Not only will users be able to see your company at a glance through your various social media accounts (Instagram, Facebook, Twitter, LinkedIn), they will also be able to interact with your posts, allowing for two-way communication. Two-way communication is important as it gives users an idea of who you are and how you or your business conduct themselves. There is also the opportunity for you to link a company’s website to the bio of your business’s social media accounts.

This not only drives traffic to your website, but it also allows users to get a better understanding of your company by seeing that you have a central hub for the goods and services that you provide, which gives your business more validation in their own mind. Another key to gaining validation through social media is by having consistency across platforms.

Let’s say you have a really good Facebook page that’s full of engagement that you know gives your business validation; however, your Instagram and Twitter accounts are barely used and don’t represent your business in the best way.  This could have a huge effect on people’s perception of your business. They may ask themselves why the platforms are inconsistent, and this could change – or erode – their perceived social validity of your business.

For example, your following on Instagram may be a completely different demographic than your following on Twitter, so maintaining consistency amongst the different platforms will ensure your business gets the exposure it needs to the right audiences, and has consistent positive social validation across platforms across their different demographics.

Having consistency across your social media platforms, under the leadership of Your Listing Expert, ensures that your Facebook, Instagram, Twitter and LinkedIn will all be mutually supportive – enhancing your social validation. 

Having an effective social media strategy allows your company to grow and gain the social validation it deserves! You’re probably too busy running your business to have time overseeing multiple social media accounts, which is why we’re here to help! Check out our packages which can be fine-tuned to fit your business wants and needs.

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Citations

https://www.forbes.com/sites/jaysondemers/2015/02/19/the-importance-of-social-validation-in-online-marketing/?sh=33c2b82e364d 

https://www.getambassador.com/blog/social-validation-is-the-key-to-amplifying-your-customer-base 
https://topgrowthmarketing.com/social-validation/