This article caught my eye because it reminded me of our Friday discussion about Quora, and how part of the appeal is that the answers are coming from "experts." Basically, it gives a break-down of the key points from the annual Edelman Trust Barometer.
At the same time that we're trusting our online "friends" less, we're trusting online "credentialed experts" more - perhaps the explanation for Quora's (so-far) winning strategy. If you attract knowledgeable individuals to review your product etc, your message will be more widely accepted, whereas people are now placing less trust in their online, non-credentialed "friends."
These tools also make "experts" more accessible, whereas it used to be more difficult to find a knowledgeable voice. Ultimately, this gives us a good picture of how businesses are being forced to adapt and target these thought leaders, instead of spreading their message to every individual via social media.
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1 hour ago
2 comments:
This is really interesting. I agree that the concept of "friendship" has been devalued with the evolution of all of our social networking sites. The decline in trusting "a person like myself" could also adversely affect a business that relies heavily on "buzz" or word-of-mouth marketing. I could guess it depends on the size and type of organization.
I definitely agree that information from friend either over Facebook or in person is losing credibility. This research reminds me of countless disagreements I have with friends where we turn to Wikipedia to settle who is right.
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