With more students getting their news on social media than ever before, it’s no surprise that they’ve learned to be skeptical. In the news media’s desperate attempt to cry out, “First!” when it comes to breaking news, publications are more likely to push content out before it’s been properly checked. 66% of millennials report mistrust in the accuracy of the news they receive, and that matters:
Almost 70 percent of millennials would rather be the last to know the news than receive inaccurate information. – PR Daily
Full infographic at http://www.ypulse.com/post/view/millennials-and-news-fact-checked
Fortunately, there are ways to build trust with readers from the millennial generation. Here are a few ways you can foster trust with young readers:
1. Get Familiar with Their Technology
It seems that every few weeks there’s a new app or social network that kids are suddenly using and spreading like wildfire. While you don’t have to figure out how to use every network out there, you should definitely be familiar with the big ones like Facebook, Twitter, and Pinterest. Also, keep your ears and eyes open for new players. Recently, Instagram, Vine, and Snapchat have all found a place into youth culture in a big way.
2. Make Users Your Advocates
Young users are more likely to trust their peers than to trust your marketing materials. They’re used to hearing how great your product is from your commercials or press releases, but they rarely hear it from their friends. It should be easier than ever to give your current users incentives to talk about you on social media, so don’t be shy. You might get really good results if you just try.
3. Know the Culture
In order to be trusted, you’ve got to keep your brand relevant. This means knowing a little bit about the institutions and brands your readers will and won’t trust, and hopefully keeping your company in the former group.
4. Be Honest
Finally, young customers and readers will value honesty over undeserved hype. When you screw up, let people know you screwed up. When you add a new feature or product, don’t make it out to be more revolutionary than it really is. Honesty in news delivery is the same as honesty in press release delivery; it’s always the best policy.
How do you get young, skeptical readers to believe your stories? Leave your ideas in the comments below.