Poll: Does Social Media Activity Influence How Ottawa Consumers Trust Local Businesses?
For many consumers, the first interaction with a business can happen online, not at its storefront. Before visiting a restaurant, booking a service, or making a purchase, people often check a company's social media profiles to get a sense of who they are.
But does being active on social media actually matter to Ottawa consumers?
For Ottawa's small businesses, maintaining an active Facebook or Instagram page takes time and effort. Is that investment worthwhile, or do consumers care more about other factors?
Understanding what consumers value online is the first step toward creating a more effective social media strategy. Through the various ways people discover and evaluate businesses, business owners and operators can reflect on their own digital presence and how social media can be used.
I interviewed a sample size of 21 Ottawa residents asking four questions to understand how they actually evaluate local businesses online. Their feedback helped reveal patterns echoed throughout this post - that an active social media presence, and visible and authentic community involvement subtly shape trust, even if they aren’t the only deciding factors. Participants consistently noted that inactive profiles can create uncertainty, while regular posting, authentic content, and responsiveness signal that a business is current, legitimate, and engaged.
An Ottawa resident myself - a local business’s social media presence matters to me as a consumer.
Question 1: Does an Active Social Media Presence Matter?
Our Ottawa residents were asked whether it matters to them if a business regularly posts on social media - and it should to some extent. While social media activity might not be the most important factor in choosing a business, consumers would probably still use it as a quick way to judge whether a company feels current, reliable, and engaged. In that sense, an active presence could be seen as a subtle signal of professionalism, even if it is not a deciding factor on its own. Regularly updated content such as new arrivals, behind-the-scenes posts, or seasonal promotions can also help reassure consumers that the business is active, responsive, and operating in real time.
In contrast, inactivity on a business’s social media pages could easily create uncertainty. If a profile looks outdated or hasn’t been updated in a long time, consumers might assume the business is less active, less attentive, or even no longer operating. On the other hand, regular posting—whether it’s updates, photos, or community content—would likely reassure consumers that the business is open, engaged, and paying attention to its customers.
For example, if a Bank Street restaurant’s Instagram hasn’t been updated in over a year, consumers might wonder whether the menu is still accurate. Another example is during COVID-19, when restaurants had to constantly update their hours, safety protocols, and takeout or delivery options as regulations shifted frequently, making social media an essential communication tool for staying current with customers.
In real estate, an inactive profile for an agent or brokerage could raise concerns if the agent is actively working in the market or up to date on local real estate trends and supply/ demand.
ACTUAL RESULTS:
Question 2: What Makes Consumers Trust a Business Online?
If Ottawa consumers were asked what shapes their trust in a business online there could be several factors working together but online reviews could stand out as one of the strongest influences. While a business’s social media presence can create a first impression, reviews on platforms like Google and Facebook often serve as the deciding factor when consumers are choosing whether to actually support a business and can act as a shortcut for evaluating risk.
People tend to trust the experiences of other customers more than a business’s own marketing content. Positive reviews help validate quality and reliability, while a lack of reviews or a pattern of negative feedback can quickly discourage potential customers. Aside from actual reviews - things like social media following and post engagement can also ct as proof points. fFor example, if a potential consumer sees that they have many mutual followers who already follow the business or that the business’ posts receive lots of positive engagement, this can be another source validating the business as legitimate and credible.
Authentic and human-centred posts can also build trust over purely promotional material. Things like behind-the-scenes content, customer testimonials, employee introductions, and product demonstrations tend to rank highly because they offer a more transparent look at how a business actually operates. These types of posts help move a business beyond just a logo or storefront and creates a sense of connection and familiarity. Behind-the-scenes posts can make a business feel more approachable, while employee introductions help put faces to the brand, reinforcing accountability and personality. Together, these content types make a business feel more transparent and trustworthy, strengthening the relationship between local Ottawa businesses and the communities they serve.
ACTUAL RESULTS:
Bronzed by Z, an Ottawa spray tan company, uses a social media best practices to share Google reviews (customer testimonials) to Instagram stories.
Question 3: Does Community Involvement Influence Consumer Perception?
Community involvement can be an important factor in shaping how people perceive local businesses, particularly when that involvement is visible and consistently communicated through social media. Consumers often associate businesses that sponsor local events, support charities, or participate in community initiatives with a stronger sense of trust and responsibility.
For example, a business that highlights its sponsorship of an Ottawa sports team or its participation in a local event may be viewed as more invested in the community beyond just making sales. Similarly, partnerships between Ottawa businesses such as collaborations between local cafés, retailers, or service providers can reinforce a sense of local support and shared success that resonates with consumers.
Social media plays a key role in making this involvement visible. Without platforms like Instagram, Facebook, or LinkedIn, many of these community efforts might go unnoticed outside of those directly involved. By sharing posts, photos, and updates about local initiatives, businesses are able to showcase their values in real time, helping consumers feel more connected to their mission. This visibility not only strengthens brand perception but also reinforces the idea that supporting a local business is part of supporting the wider Ottawa community.
For example realtor Key & Co Home Team share season events like a movie afternoon for Family Day Weekend or a Pie Party for Thanksgiving - giving back to their community.
Small batch ice cream parlour MooShoo Ice Cream often posts rotating ice cream flavours in partners with other local businesses, as well as participates in community events like the Parkdale Night Market and celebrating Asian Heritage Month.
ACTUAL RESULTS:
Question 4: Does Responsiveness Matter?
The most simple answer - yes it does. In today’s digital environment, social media often functions as an extension of customer service. When a consumer sends a message asking about pricing, availability, or services, they are not just looking for information—they are also forming an impression of how the business operates. A quick, helpful response can signal professionalism, reliability, and attentiveness, while delayed or ignored messages may create frustration or lead consumers to look elsewhere.
Having a real human behind the account—whether it’s the business owner or a dedicated community manager—can significantly strengthen trust, as it reassures consumers that there is an actual, accountable person associated and invested with the brand actively listening, responding, and representing the business online.
ACTUAL RESULTS:
Ultimately - does it matter to consumers if Ottawa businesses are active on social media?
Ultimately it does and it should! But perhaps not in the way many businesses expect.
Consumers aren't necessarily looking for perfectly curated content or daily posts. Instead, they value an active presence that signals the business is legitimate, approachable, and engaged with its customers and community. An updated profile, genuine interactions, positive reviews, and responsive communication all contribute to a stronger first impression. For Ottawa's small businesses, social media has become more than a marketing tool, it's an important part of establishing credibility and building trust before a customer ever walks through the door.
By looking at social media through the eyes of a potential customer, businesses can identify areas where they are building trust, community, and of course patronage. Here are some questions you can ask yourself (or your real customers!) when addressing how and why you will use social media for your business.
How often are potential customers likely checking your social media before deciding whether to visit or support your business?
Is your online presence providing the information and confidence they need?
Does your level of activity on social media accurately reflect your business?
Would a customer looking at your profile see a business that is active, current, and engaged?
Are you actively building and managing your online reputation through reviews?
Are you encouraging satisfied customers to share their experiences on platforms like Google or Facebook?
What type of content are you sharing that helps customers trust and connect with your business?
Are you showcasing behind-the-scenes moments, customer testimonials, employee stories, products, or educational content?
If a potential customer visited your social media page today, would an inactive or outdated profile create uncertainty?
Does your content reassure customers that your business is open, active, and ready to serve them?
Are you using social media to showcase your involvement in the Ottawa community?
Are you highlighting local partnerships, events, sponsorships, charitable initiatives, or community contributions?
How quickly are you responding to customer questions, comments, and messages online?
Are you treating social media as an extension of your customer service experience?
Are you focusing your efforts on the platforms where your customers actually spend their time?
Are you prioritizing the channels that best reach your target audience?
Could your social media content be the reason someone chooses your business over a competitor?
Does your content communicate what makes your business unique?
What is the most important thing you can do on social media to earn and maintain customer trust?
Are you focusing on authenticity, consistency, engagement, community, or another factor that matters to your audience?
Takeaways for Ottawa Small Businesses When Using Social Media
1. Stay Consistent
Regularly posting on your social media accounts helps reassure consumers that your business is active and engaged.
2. Encourage Reviews
Positive customer reviews continue to play a significant role in consumer decision-making.
3. Share Authentic Content
Behind-the-scenes posts, employee spotlights, and customer stories often resonate more than purely promotional content.
4. Highlight Community Involvement
Showcase participation in Ottawa events, partnerships, and local initiatives to strengthen your connection with the community.
5. Be Responsive
Timely replies to comments and direct messages demonstrate strong customer service and help build trust.
