- Wed, January 25 2012
- Filed under: Marketing essentials
Edelman’s 2012 Trust Barometer is out, and the biggest finding is the increasing stock people put in the recommendations of their peers - who surpass nonprofit staff in terms of their trustworthiness as messengers.
In speaking about this finding, David Armano of Edelman notes, it is important that we “share the stage with ‘regular’ people who have a voice via a variety of social channels,” as well as to be “in tune with the topics and issues they care about and discuss. Last year I speculated that the decline in attention given toward people like ourselves—our friends and peers may have been related to social media fatigue. This year, it’s possible that many of us who make social networking part of our digital routines have gotten a bit better at filtering the signal from noise, thereby being both more generous but focused with our finite attention spans.”
From my perspective, this is just one more piece of data illustrating the importance of third-party endorsement in all of your outreach and engagement. (More evidence is here.) You can’t be your own, only messenger. You need respected authority figures, experts and definitely, everyday champions - who are more powerful than ever.
Take two minutes and look at your latest outreach piece or your website or your organization’s Facebook page. Who is speaking for you? Where are they on the trust barometer? If it’s your CEO or ED, you may need additional voices.
(Hat tip to Caryn Stein here at Network for Good for the data!)