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February 14, 2006
Who do you trust? Most say "a person like me"
Who is the most credible source of information about a company?
According to a survey of nearly 2,000 opinion leaders in 11 countries, it's "a person like me," meaning a friend or colleague. "A person like me" has dramatically surpassed previous answers of "doctors" and "academic experts" for the first time, according to the seventh-annual Edelman Trust Barometer.
In the U.S., trust in "a person like
me" increased from 20% in 2003 to the current figure of 68%. Wow! And in what's sure to be a blow to some egos, the 2,000 respondents in the survey
consider rank-and-file employees more credible than
Interestingly enough, the survey says Microsoft is the world's most trusted company. You've come a long way, Microsoft. Yes, typing "Microsoft" and "evil" into Google still produces 31,800,000 results. But I would confidently bet that Microsoft uber-blogger Robert Scoble, Channel 9 and the company's 2,000+ bloggers are playing a big part in that survey's results. They're humanizing Microsoft by making the company more accessible and therefore, more trustworthy.
(As far as I know, Edelman is not charging for the report but it sure would be easier for interested parties if they made it available online for a quick download. It certainly would spread among networks on opinion leaders a lot faster.)
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» Prospects prefer referrals from "a person like me" from Automatic Referrals
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» Discriminating Trust and Corporate Leaders from Jeremy Zawodny's blog
Over on the Chuch of the Customer Blog I read the following: According to a survey of nearly 2,000 opinion leaders in 11 countries, it's "a person like me," meaning a friend or colleague. "A person like me" has dramatically surpassed previous answers o... [Read More]