How America’s 4 “Most Trusted” Brands Use Facebook

“Trust” is a big word. We use it to discuss hugely important issues like faith, politics, and relationships, yet also employ the word in the discussion of our favorite bag of potato chips. “You can trust the maker of such-and-such product…” reads the label for so many consumer goods and services. But what does “trust” really look like in a social media strategy?

A recent survey of 19,0000 U.S. adults, conducted by Harris Interactive (a Nielsen company), found that these 10 brands rank highest in trust:

1. Amazon


2. Apple


3. The Walt Disney Company


4. Google


5. Johnson & Johnson


6. Coca-Cola


7. Whole Foods


8. Sony


9. Procter & Gamble


10. Costco

Facebook Marketing the “Trust” Message

We’ve evaluated the Facebook pages of four of these “most trusted” brands to find how they effectively communicate trust and authenticity through their social media strategy. Before we get started, it’s worth stating that trust and authenticity can never be fabricated – no matter how good the strategy. It must first be earned. From there on out… it’s all about how you communicate the message.

4 Examples of Trust in Social Media Strategy

1. Coca-Cola. Coke has been right on target with this summer’s #ShareACoke campaign. Their recent Facebook content has continued to reinforce the brand’s trustworthiness while keeping things light and fun. From tandem bicycle giveaways (July 28) to custom posters for Friendship Day (August 4), the Coca-Cola name is delivered with the reinforcement of, “Hey, we’re here to make sure you have a good time!”

2. Johnson & Johnson, well known and highly regarded for their handling of the 1982 Tylenol fiasco, continues to refine their trustworthiness in the minds of consumers. The J&J Facebook page focuses on page fans’ overall wellbeing, with health tips from down-to-earth and relatable bloggers (August 2) and commitments to partner with consumers and non-profits like United Way (August 3).

3. Google is constantly revamping policy to (1) establish trust with users and (2) promote trust between users. Take, for example, their recent commitment to stop accepting AdWords ads for pornographic content. In addition to their “make-the-world-a-better-place” mindset, Google is always adding features to their products to enhance users’ quality of life. Their Facebook page is a wonderfully informative resource where you can learn about the latest capabilities of your Android phone or Google+ profile.

4. Whole Foods’ Facebook page – which we’ve written about before – is ripe with delicious recipes and helpful tips, which help establish trust and rapport with users. But the lynchpin of the brand’s trustworthiness may very well be their active and engaged presence on their Facebook page. Whole Foods constantly fields questions, concerns, and negativity through their page. When users need help, they can trust Whole Foods to point them in the right direction.

Your Facebook Strategy…

How does your brand communicate trustworthiness on Facebook? I’d love to hear the ways you’ve found to create and foster a trusting environment through your social media.

How America’s 4 “Most Trusted” Brands Use Facebook