There are some surprising results in the annual Edelman Trust Barometer, a survey of 4,875 interviews of people aged between 25 years to 64 years. You can read the executive summary here , access more data here or just watch the video below.
There are many different ways to skin the same cat. Some are quick to claim that the influence of our peers is waning and that the results spell the first death toll for citizen journalism and the social media networks that enable it.
I think the survey simply reflects the transient times we live in: new sets of social media tools becoming increasingly mainstream and a global meltdown with inevitable knock-on effects on what and whom we trust. I think the really pertinent trend is that in the uncertain times that we live in, it is becoming obligatory to build a ‘mosaic of trust’ by accessing ‘multiple information systems.’ Within that mosaic, social media networks continue to operate as trusted channels. And as for corporates – to ‘advance reputation.. they need to be everywhere, engaging everyone’ if they wish to build their own mosaic of trust.