The latest Edelman “Trust barometer” was recently announced. There doesn’t appear to be a huge amount of difference from this year to last year’s statement, but I felt it had some interesting points that related to the impact social media can have for organisations.
“trust in media is rising because the definition of media has broadened to encompass social media,”
… trust in CEOs continues to lag at about 20% in the United States, versus 43% for an average employee. “Companies need to be engaged at the intersection of the top-down and peer-to-peer models of communication,” said Mr. Edelman, “relying on both experts and empowered employees to supplement statements by the CEO.”
… Only 20% of respondents trust corporate or product advertising.
Each of these continues to point to the role social media can play within an organisation. I think the “trust in CEOs” point is interesting, because a well-done executive blog can help personalise a CEO and increase trust.
Edelman’s comment about “experts and empowered employees to supplement statements by the CEO” is also interesting – again, social media can play a role. Blogging employees are one possibility (and have achieved a lot of value for both Microsoft and Sun in terms of increasing trust).