Erroded Trust
As brands attempt to humanize their marketing on social networks, it is important to remember that trust is the online currency.
A recent report by Edelman shows that we, as society, trust corporations less than before – about 20% less. We have less trust in radio, newspaper, television, and an assortment of other broadcasting platforms. But, conversely, we trust our friends more.
WE TRUST OUR FRIENDS.
Why? Because we have invested time and energy into them, and – ideally – they have done the same.
Think about it, in the last year, we have been lied to by the President, Congress, Tiger Woods, Toyota, the Catholic Church, and the local school board. What this Edelman research demonstrates is that we’ve become a bunch of cynics, and who could blame us?
As a business owner, ensure that trust, responsibility, authenticity, and credibility resonate in your branding messages.
Nothing destroys brand trust faster than a lie.
