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One of the biggest selling points of social media for brands is that it allows for the natural fostering of trust. For brands that operate in taboo/highly scrutinized industries like credit repair or pharmaceuticals, the value of social media can’t be overstated.
When you study certain industries, you’ll notice that there are particularly warm connections between businesses and their consumers. For example, the coffee shop down the street from you—the one that’s been there for decades—has no trouble building trust with customers.