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February 01, 2012
People trust people
[Click on chart to see larger version.]
The latest edition of the Edelman Trust Barometer study just came out showing CEO's in the dog house when it comes to being trusted. Who do people trust? Academic and tech experts, sure.
But the biggest movers in the study are "a person just like me" and "regular employee."
Look at your 2012 marketing plan.
- Are you providing ways for your customers to get together in-person and online to encourage word of mouth?
- Are you showcasing your best employees in social media, at conferences, and at private events with customers?
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I recently wrote an article for Mashable discussing the benefits of showcasing employees with Social Media.
You can find it here: http://mashable.com/2011/12/16/social-media-employee-recognition/
I think it's a great idea to feature your customers and employees, after all their success is often a great indicator of the success of the company as a whole.
It's important to notice how much trust people have in "a person like yourself." Peer recommendations, even when we don't know them personally, have a huge impact on how we view a brand. We want to know that we are making the right decision and weigh the opinions of others very heavily.