If your industry and brand is not present and actively telling your story or counteracting misinformation about your products, you risk bloggers referencing pseudo-science and uneducated consumers writing their own version of the truth.
One industry that is reeling from this type of attack is agriculture. Many bloggers and marketers are out there spreading their version of the truth with pretty much no rebuttal from the agricultural community.
If you are staying silent, people will assume there is 100% truth to the other stories, this perception becomes reality without consumers complete understanding of the science (just check out all of the products with the ‘Non-GMO’ project sticker). Those perceptions can change industries as consumers have begun to wield more power over companies. Consumers want and demand transparency from companies – and if they believe something – it must be true. Consumers have become active participants in ensuring the safety and quality of the products their purchase for their families and pets to consume.
So how can you protect your industry, and your brand from falling victim to pseudo-science or misinformation? First, be personally present and engaged (on social media). Be aware of the conversations happening around your brand and industry and join them. Listen! Your brand should also be present and engaged on social media. Share regular thought leadership content such as blogs and white papers to help support your position in the industry. Finally, tell your story! If there is misinformation out there about your industry, consider making a video or publishing other content that uses facts and science to back-up your claims.
Here are 5 tips for telling a good story:
- Develop a strong key message. What do you want your audience to understand?
- Have a hero (your brand/product) and a villain (antagonist).
- Think of it as a movie and storyboard it. Have a beginning, middle, and end.
- Be truthful and transparent. This is part of your brand experience and this part communication sets the consumer expectations.
- Use a medium to tell your story that highly engages consumers such as video or in-person presentations.
How are you telling your story? What other tips do you have?