Social media has long been a boon for online companies as well as standard brick-and-mortar establishments. Security companies have traditionally been much less accepting of social media, because it’s a platform used by social engineering hackers. By embracing it,
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some experts believe they propagate the notion that social media is completely safe. Even with its pitfalls, social media can have a dramatic effect on consumer trust and should be among a security company’s arsenal of marketing.
Security Marketing and CMOs
The hesitation from security professionals makes it difficult for Chief Marketing Officers to use some of the most globally accepted platforms in the industry to reach out and engage customers. After all, 54% of CMOs said that they generate leads from social marketing but only 20% of CMOs polled actually used social media. By being active in social media, the visibility provides a very affordable way to place the brand in front of millions of consumers.
This limited use of social media from CMOs in the security market stems from a mix of traditional marketing ideologies and the dangers that come with social media to the brand. While it’s widely accepted to use social media for user engagement and Internet marketing campaigns, a CMO for a security company is under much more scrutiny from customers as well as being a public target for hackers.
Leveraging Social Media While Still Being a Leader in Security
CMOs in the security industry are faced with a balancing act between knowing social media and all its pitfalls and providing user engagement to improve trust. The process is a delicate balance that can be done with the right marketing executive who is aware of the social engineering dangers.
The fine line between being secure and building user trust is to be a leader in the industry and provide users with information that protects them from future breaches. Take the marketing executive who runs a team for a DDoS mitigation system. Providing useful information that helps companies avoid these situations while casually complimenting the brand can build interest in other executives looking for solutions to protect their web presence.
Statistics and infographics are also good ways to drive the point home with social media visitors. These statistics should be short, easy-to-read images that help explain the importance of security while still making the information simple for end users. Remember that most users fear hackers but don’t understand how to prevent a breach. Making information friendly and easy-to-read builds user trust and engages their interests.
Reviews, Your Brand, and Consumer Trust
User engagement also brings with it reviews. Reviews are the most effective way to highlight reputation and trust with users. Google, Yelp, Angie’s List, Facebook and Foursquare are just a few examples of sites that users run to for peer-related reviews.
By using social media, a CMO can help promote good reviews for the brand. User engagement, handling support requests, answering client complaints and questions can all promote better reviews on the various platforms. After all, 88% of consumers trust online reviews in the same way they trust personal recommendations.
Security companies don’t need to expose all of their secrets, but they can take steps to build consumer trust in the market to benefit revenue and company growth. Reviews are fast becoming a foundation for user trust and interest, so the CMO should find at least one platform to engage with users and find ways to incite better reviews from customers. Of the most popular, Facebook is still the go-to platform, but Twitter and G+ are also on the list of must-haves. The reviews generated from social media can lead to an increased number of leads and potential customers that ultimately translate to more revenue.
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For any CMO in charge of security campaigns, speak to your IT and security department about what can be publicized and what should be kept in-house. Educate yourself with the ins and outs of social engineering including any personal social accounts that you have. Always be alert to phishing and attempts to breach critical data. If you have any concerns, ask security experts within the organization.