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Blogs and trust

A few days I wrote about the Edelman Trust Barometer and the reduced trust in Australian business.

One statement made by Edelman that I didn’t mention was “Digital communication such as blogs and social networking sites are not trusted sources of information. ” I left it for a separate post as I think it is worth more discussion.

I think that statement is simplistic, especially as it is not backed up with statsitics or specifics. For instance, are no blogs trusted or just those run by big companies? Does the style of blog or age of the respondent make any difference to their answer?

Instead of writing an essay on this topic, here are just a few of my thoughts, but I’d love to hear your thoughts, too:

  •  reading a blog gives you insights into the person behind the business, making it more personal and therefore more trustworthy
  • blogs doing things like overusing keywords, be ads trather than information, ignoring comments (especially negative comments) and not providing meaningful links are not going to build trust – but many others avoid these behaviours
  • blogs and social media are very different – and the perception is probably bigger for those who don’t use tweeter, FaceBook, and so on
  • regular blog posts show a commitment to the business and clients – much more than a website or promotional materials that are only updated once a year or less
  • blogs are a quick, easy way to communicate information quickly. I have a client whose customers requested more updates on the business and industry, and their web stats show the blog is attracting a lot more traffic. I believe it is building their trust as they know about changes well in advance of an annual report or quarterly newsletter

Do you trust blogs in general? Do they help you trust the busienss providing the blog ?