The majority of the online world will have all once received an email from an unknown sender outlining how there are ‘single people waiting to find them’ or ‘5 free spins on this special offer’! Spam emails have damaged the reputation of online industries such as dating, gambling and pharmaceuticals. These companies have had to rebuild trust in the eCommerce world, despite providing a trustworthy service. In this article, I’ll explore how certain companies in these industries, have used social media marketing to rebuild their reputation online.

Overall, the impacts of spam emails from the early 2000’s to the present day, can be seen in the erosion of trust between the consumer and service. Despite operating in a fully regulated and legal industry, online dating websites are one of the most negatively stereotyped due to these spam emails. To reinstate the trust that has been lost, several dating enterprises use social media as a PR tool and promote facts about what makes their service trustworthy and subsequently, different.

App-based dating game Jig Talk do this to aplomb, as Head of Digital, Danielle Poleski outlines. “What’s unique about JigTalk is that users faces are initially covered in a jigsaw puzzle, pieces disappear as messages are exchanged. This is a new concept to dating app users who are accustomed to swiping through hundreds of faces. This strategy is directly inline with the purpose of our app – adding conversation back to the world of dating apps, a point of engagement many users are missing when aimlessly swiping through faces.This creates a level of trust between us and our users – there’s real, genuine, interesting people on JigTalk, as you just have to actually talk to see them!”

Once you’ve boosted the reputation of your company by distributing positive facts about your service, the next step is to create engaging content that appeals to your target demographic. Easy in practice however, hard to execute well. If you’re looking for inspiration regarding what to post, look at the household brands in your sector who are using social media effectively, and try to emulate their work but with your own twist.

Take match.com for instance, they’ve clearly identified a specific demographic as their audience (romantically inclined people, aged between 30-60, who are looking for a proper connection) and have created content based off their interests. Another great example is eHarmony, who are posting similar content (‘success stories’ of real-life users), thereby engaging and inspiring prospective customers of their service.

In other eCommerce industries, such as gambling, and online pharmacy, businesses have had to overcome similar hurdles to those that the aforementioned dating websites have experienced.

Louis Ellis, head of Social Media at Assured Pharmacy, outlines their approach in using social media marketing to rebuild eroded consumer trust. “We went back to the drawing board and looked at the ways we can build the reputation of our company. We were aware that the industry had been stigmatised in the past, therefore it was imperative that we used our social media channels to regain trust. Distributing medically based content is a tactic we use regularly, as it shows social media users we have a clinical understanding as a company. Equally as important, is posting light-hearted humorous content as it shows we are human and understand what they want to see!”

Despite each social media channel offering a free of charge service for each user, there is the option for businesses to conduct some paid social media marketing. Paid social, is a great way to directly access your target demographic, particularly if you haven’t got a strong social following. Specifically, gambling companies use paid social media advertising effectively in promoting their content, that attracts consumers past and present, consequently instilling trust in their service.

On Twitter, you’ll notice businesses like Paddy Power, Betfair and Betfred all boosting promotional tweets. Although Twitter ads, have weaker targeting options than Facebook, your content has a greater chance of going viral due to the shareable nature of the platform. Conceptually, Facebook offers a similar service, however it provides more in-depth targeting with its paid marketing. With Facebook paid advertising, you can specifically target habits, interests and most importantly for eCommerce platforms, previous consumer purchases. Being visible to customers on trustworthy platforms will inevitably increase brand awareness and subsequently boost your reputation.

The majority of the online world will have all once received an email from an unknown sender outlining how there are ‘single people waiting to find them’ or ‘5 free spins on this special offer’! Spam emails have damaged the reputation of online industries such as dating, gambling and pharmaceuticals. These companies have had to rebuild trust in the eCommerce world, despite providing a trustworthy service. In this article, I’ll explore how certain companies in these industries, have used social media marketing to rebuild their reputation online.

Overall, the impacts of spam emails from the early 2000’s to the present day, can be seen in the erosion of trust between the consumer and service. Despite operating in a fully regulated and legal industry, online dating websites are one of the most negatively stereotyped due to these spam emails. To reinstate the trust that has been lost, several dating enterprises use social media as a PR tool and promote facts about what makes their service trustworthy and subsequently, different.

App-based dating game Jig Talk do this to aplomb, as Head of Digital, Danielle Poleski outlines. “What’s unique about JigTalk is that users faces are initially covered in a jigsaw puzzle, pieces disappear as messages are exchanged. This is a new concept to dating app users who are accustomed to swiping through hundreds of faces. This strategy is directly inline with the purpose of our app – adding conversation back to the world of dating apps, a point of engagement many users are missing when aimlessly swiping through faces.This creates a level of trust between us and our users – there’s real, genuine, interesting people on JigTalk, as you just have to actually talk to see them!”

Once you’ve boosted the reputation of your company by distributing positive facts about your service, the next step is to create engaging content that appeals to your target demographic. Easy in practice however, hard to execute well. If you’re looking for inspiration regarding what to post, look at the household brands in your sector who are using social media effectively, and try to emulate their work but with your own twist.

Take match.com for instance, they’ve clearly identified a specific demographic as their audience (romantically inclined people, aged between 30-60, who are looking for a proper connection) and have created content based off their interests. Another great example is eHarmony, who are posting similar content (‘success stories’ of real-life users), thereby engaging and inspiring prospective customers of their service.

In other eCommerce industries, such as gambling, and online pharmacy, businesses have had to overcome similar hurdles to those that the aforementioned dating websites have experienced.

Louis Ellis, head of Social Media at Assured Pharmacy, outlines their approach in using social media marketing to rebuild eroded consumer trust. “We went back to the drawing board and looked at the ways we can build the reputation of our company. We were aware that the industry had been stigmatised in the past, therefore it was imperative that we used our social media channels to regain trust. Distributing medically based content is a tactic we use regularly, as it shows social media users we have a clinical understanding as a company. Equally as important, is posting light-hearted humorous content as it shows we are human and understand what they want to see!”

Despite each social media channel offering a free of charge service for each user, there is the option for businesses to conduct some paid social media marketing. Paid social, is a great way to directly access your target demographic, particularly if you haven’t got a strong social following. Specifically, gambling companies use paid social media advertising effectively in promoting their content, that attracts consumers past and present, consequently instilling trust in their service.

On Twitter, you’ll notice businesses like Paddy Power, Betfair and Betfred all boosting promotional tweets. Although Twitter ads, have weaker targeting options than Facebook, your content has a greater chance of going viral due to the shareable nature of the platform. Conceptually, Facebook offers a similar service, however it provides more in-depth targeting with its paid marketing. With Facebook paid advertising, you can specifically target habits, interests and most importantly for eCommerce platforms, previous consumer purchases. Being visible to customers on trustworthy platforms will inevitably increase brand awareness and subsequently boost your reputation.