From Edelman: Trust Barometer 2008

Reasons to Empower Your Employees to Blog

I was really excited to read this year's Edelman Trust Barometer and wanted to share it. The basic question this study asks is, “Who do you trust?" The results were a big change from previous studies. “People Like Me” beat out traditional winners like CEO’s or Academics & Media.

A few notable quotes to point out:
“...younger opinion elites are nearly twice as likely to consider a regular employee credible (56%) as they are a CEO (30%) or government official (32%). But they don’t jettison top-down information either: They are more inclined to believe what companies say about themselves…”

“The findings of this year’s Edelman Trust Barometer tell us that stakeholders can either be advocates for companies they trust or naysayers against those they distrust. That means companies must evolve 'reputation management' into 'reputation leadership,' working proactively to build stakeholder trust – in other words, playing offense instead of defense.”

"Communications today requires top-down and peer-to-peer spokespeople."

Download the study today, if you've found it as compelling as I have - contact a Compendium Specialist to learn "how" our blogging platform built specifically for businesses empowers you to manage you blogging strategy without jeopardizing trustworthy content.

At any rate…this is what Compendium Blogware is all about, helping organizations share their human-ness*.

(*blatant ‘Dupree’ reference)