A Question of Trust
Attended the eighth annual Edelman Trust Barometer launch this morning (social media release here - hey - put down those pitchforks, angry bloggers!). I have to say it was a fascinating piece of research with all kinds of implications about how politicians, businesses and NGOs might change the way they behave and communicate in order to inspire greater trust. Quick hint to the many CEOs of multinational organisations reading this: socially responsible behaviour - in particular, attention to the global warming agenda, listening to employees and treating them fairly - is now one of the key stimulants of trust in Western organisations.
As far as social media is concerned, the subject of this blog, there’s not quite as much to say. The bad news is that bloggers come at the bottom of the trust league table according to the report. (click for bigger)
This year, only 6% of people in Western Europe view the blogger as a credible source, down from 10% last year. We’re even lower than a PR, for goodness’ sake! 
Similar distrust was exhibited by US respondents.
That’s not quite the whole story, though, and I think we bloggers might be able to wrestle a sort-of victory out of the jaws of defeat. ‘A person like yourself‘ is the joint top-most trusted source - 45% of us would trust that sort of person - only doctors get the same amount of respect. And so who exactly are the bloggers that you read? OK, probably we all read some blogs that represent the opposite viewpoint to our own: it’s often inspiring and thought-provoking. Just like a Guardian reader might pick up the Daily Mail from time to time. But think about your favourites, the ones that make you smile and think ‘well-said’. People like yourself, I’d wager.
It all depends on how you frame the question. Do I trust bloggers? As a species, probably not. Do I trust John Smith, who I happen to connect with through his blog? Yes, I do.
Panellists made the same point about the distrust cited towards politicians. No, I don’t trust politicians (an appalling 16% rating in the survey), but yes, I do trust Tony Benn [insert your own favourite elder statesman, but I recommend Benn]. As Hugh MacLeod says in his piece about this event, “Trust has a personality.”
Similarly, perhaps, ordinary employees of companies are trusted dramatically more than their CEOs (28% versus 18%). In that case, who is it that you want spreading the good word about your products and services? The CEO blog is often very interesting and gets written about, because CEOs are powerful, mysterious and weird creatures; but in terms of persuading people to trust and maybe do business with your company? Supporting Jane in Marketing’s blog (or indeed Jane’s marketing blog) and giving her time to work on it may well be a better business move - and maybe those produced by a bunch of other people in the company.
More detailed coverage from David Brain here. But then he had to write a good post - he’s Edelman’s European CEO. Bloggers Stuart Bruce, Iain Dale and Hugh MacLeod (op.cit) were also in attendance.
