Influence people

Saturday, January 29, 2011

Roll Out Your Experts

PR firm Edelman just released its annual Trust Barometer.

With it, Edelman recommends that organizations begin now to broadcast the opinions of in-house experts.

That's because social media "over-friending" has triggered a falloff in trust of peers.

With the rise of social networks, trust in peers has fallen 21 points on the Trust Barometer during the past five years.

In 2006, 68% of people said they trusted peers.  Today, 47% say they do.

But trust in experts has increased 8 points during the same period.

In 2006, 62% of people said they trusted experts.  Today, 70% say they do.

"To stand out in a very cluttered media world, organizations must increasingly activate their internal subject matter experts as thought leaders," says Steve Rubel, director of insights for Edelman Digital.

Capitalizing on in-house experts isn't easy.  For tips, see my special report, Path of Persuasion.

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