At WellSpoken we equip and empower brands and influencers to produce good quality information, communicate responsibly and have credible partnerships and affiliations.
Within our work we believe that there need to be specific frameworks established to guide those producing consumer content to generate credible information and use three key pillars:
WHAT YOU SAY
All claims and advice need to be substantiated by robust evidence or credible sources of information in the relevant area of expertise
HOW YOU SAY IT
The language we use to convey information needs to take into account the impact certain messages can have on consumers
WHERE YOU SAY IT
The medium used by businesses choose to communicate content (e.g. social media, ambassadors) need to be credible channels of communication.
Ambassadors and partners play a vital role in raising awareness of any brand. They can contribute to growing a brand’s presence among consumers, providing reassurance and trustworthiness.
Because online influencers/experts are already trusted within their area of specialism, often their word is taken as gospel. Their endorsement can be a hugely valuable marketing tool for brands.
Consumers look at experts and influencers within the relevant field to provide advice, recommendations and guidance from a highly qualified, experienced and ethical standpoint. Due to this level of public trust, we believe that businesses, and the influencers and experts they engage with, should seek to ensure that their partnerships and resulting content meet the highest standards of excellence.
No matter how polished content can appear, if it is not delivered responsibly and accurately to consumers, it can be received negatively and can have an undesirable impact on the reputation of your brand.
Conversely, credible partnerships and credible content have the power to influence consumers’ decision-making process for the better. It can help to drive belief in a brand.
If an ambassador or partner is seen to be providing advice that they are not qualified to give, or that is based on dubious evidence, this can lead to controversy and public scepticism, thereby tarnishing a partnering brand’s image. Engaging with credible, well-informed and highly-qualified influencers/experts is therefore paramount to ensuring the credibility of a brand.
The World Wide Web has created a truly global landscape, where information is freely shared without borders. While this has an enormous amount of positives – an unfortunate side effect is that corporate mistakes spread like wildfire.
In 2017, we saw many of the world leading brands face the harsh consequences of putting out the questionable content or having partnerships that backfired, From backlash to boycotts, getting content wrong can have a very real impact on sales and reaching targets. Once a groundswell of public outrage starts, it is incredibly hard to stop and to re-build trust.
There needs to be a paradigm shift in how we collectively think about communicating externally. Partnering high profile influencers is not just a means to end or simply a mechanism to generate sales or reach new audiences. Company partnerships provide consumers with a glimmer of a business’s value system. Building credibility builds rapport, brand loyalty and ultimately better business.
To find out more on how to interact credibly with brands from a content perspective please look at our recent guidelines here.
Learn more about the Health Bloggers Community’s partnership with Wellspoken and our certification for bloggers here.