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Category: Dave Fleet

Edelman’s Trust Barometer 2008 – Social Media Rising; Word of Mouth Still King

This week I was lucky enough to attend the Canadian launch of Edelman’s Trust Barometer 2008 – Edelman’s ninth annual survey on trust and credibility.

The survey looked at the trust patterns of “opinion elites” in 18 countries – defined as people who:

  • Are college-educated
  • Report a household income in the top quartile of their country
  • Are interested and engaged with the media, business news, and policy affairs.

For the purpose of this post I’ll just refer to “people,” as the term “opinion elites” makes my stomach turn. That’s who I mean, though.

The event was fascinating and gave me a great insight into the report. At the same time I enjoyed some great conversations around my lunch table, including a substantial discussion on social media. Most people only seemed familiar with the buzzwords (they threw the term “blog strategy” around with alarming frequency) so I took the opportunity to do a little social media 101 education.

One notable addition to this year’s survey was the addition of 25-to-34-year-olds for the first time, alongside the usual 35-to-64-year-old group. This gave them a great opportunity to explore how much younger people trust modern online tools like blogs and social networks.

Social Media Take-Aways

A few interesting Internet-related points from the survey:

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