Just as brands up their spending on social media marketing, potentially worrying news reaches the industry: consumers are trusting their friends a lot less than they used to.
An Edelman report recently found that only a quarter of those surveyed considered friends and peers to be credible sources of information. That’s down from almost half in 2008.
The findings have stirred up interest for obvious reasons, not least because the trust that consumers place in peer recommendations has been one of the primary drivers of the social web. It’s what has PR and digital agencies evangelising, and brands shifting marketing dollars online.
This precarious drop in trust is bad news. But is it surprising? Continue reading ‘Will too many Facebook friends be the downfall of social media?’
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