The 2011 Edelman Trust Barometer was recently released, and I want to highlight some of its key findings for you. As you may know, The Edelman Trust Barometer is an annual survey measuring the public’s level of trust in business and government. So, let’s jump right in and see what we can learn.
Highlights of The 2011 Edelman Trust Barometer:
- For the second year in a row, the survey reported a global rise in trust, yet trust tumbles across all institutions in the United States.
- The number one, primary resource where individuals go for news about a company is an online search engine (29%). When you add up ALL online sources (search engine, news, company website and social media) the number totals 64%. So, do you think a web presence is vital to EVERY business? You better believe it.
- Reputation enhances believability. As I’ve said in greater detail, your company’s reputation is its most valuable currency.
- Developed markets are more distrustful of media.
“Trust in business may have stabilized globally, but it is different and conditional, premised on what a company does and how it communicates..” – 2011 Edelman Trust Barometer
So what are your thoughts? What’s your take on this year’s Edelman Trust Barometer?