Social media trust is key for boosting brand authenticity

NEW YORK: Christine Cea, director of marketing communications at Unilever, said Wednesday that trust is key for increasing brand authenticity.

During a panel discussion at PRWeek's NEXT Conference in New York, Cea said that two-way communication is heavily social media-based, which makes consumers want to feel engaged and connected with their favorite brands.

“We're being looked at by brands to be an authority in some respect, but also to understand what those consumers' needs are,” she explained. “Their expectation is that ...