Be real: Honesty and transparency are very valued qualities online. The internet is an un-moderated medium, so whether you’re publishing a tweet or an in-depth blog post, the only way to build trust is to earn it by keeping the facts straight. Report events and engage with people in real time, and update news as soon you know there’s a change in the situation.

Be iterative: The famous quote “Change is the only constant in life” is more apt than ever in the age of the internet. Facebook was only 5 years old when Whatsapp emerged to steal younger users away and Whatsapp was only three years old when Snapchat became the hottest app in the teenage demographic.

Facebook, by its own admission, was oblivious to the change in the digital landscape from desktop to mobile for a short while, but quickly rectified that situation, and has managed to stay on top by either buying or creating new apps of its own. Iterate. Ask your customers what they want, and find a way to give it to them, or even better, give them something they don’t yet know they need.

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