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A Question of Trust

Posted by Media Relations on Wednesday, March 22nd, 2006 - Comments »

According to Edelman’s 2005 Trust Survey, many peoples’ “trust” has moved from authority figures to average people, like you and me.

The growing popularity of the blogosphere has attributed to this shift in trust. Messaging is no longer controlled by the authorities and “expert” sources. Blogging has created a new generation of would-be experts all eager to share their opinions and experiences.

It’s easy to understand why people are quick to trust in bloggers. When it comes to choosing a product or service, there is nothing more reassuring than hearing many consumers, like yourself, confirm its greatness.

Similarly, I can understand why some people may think it’s risky to trust blogger comments. When it comes to a technical or a medical issue, it is still important to weigh up the credentials and experience of the person offering advice.

However, I strongly believe that blogging is taking thought leadership to a new level. You no longer have to be a Director, CEO or President to be an expert in a topic. The blogosphere is becoming a forum for open discussion where people can draw from and build on other peoples’ thoughts and insights. Indeed, blogging has allowed the “little people” to be heard when, in the past, some good ideas and industry observations may have been buried beneath the higher echelons.

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