One of the key takeaways for Edelman’s Trust Barometer is not exactly earth-shattering news, but it certainly confirms a long-term communications trend. That is, the crucial importance of using multiple channels and voices to convey your company’s messages to overcome the ever-evolving media landscape and deepening public skepticism.
According to this year’s Edelman Trust Barometer, more than half of Australians say they need to be exposed to information about a specific company three to five times in order to believe that the information is true. Australians are largely skeptical towards the media (only 32% of Australians trust the institution of media to do what’s right) and need information from multiple sources and voices for it to be deemed reliable. It is no longer enough to simply rely on a TVC to change consumer behaviour.
The research indicates that search engines are the most trusted sources of information for Australians when they are seeking information about a business or product, so it is not surprising they are typically the first place people go when wanting to research something.
The prominent role search engines play in the consumer research and decision-making process highlights the importance of managing what is said about an organisation online. This year’s Trust Barometer has found that it is the results that are returned when a company name is entered into a search engine which forms an individual’s first impression of the organisation. A company may have the most wonderful website in the world, but if people are arriving there having already been exposed to a page full of negative search results, building trust will always be a challenge.
Given the prominence of social media results in search listings, having an active and positive engagement in these platforms is one of the easiest ways to ensure your target audience is generating a positive picture of your company from the very start. Supported with traditional marketing and PR, a social media strategy is an effective way to help ensure your target audiences is able to come to a common point-of-view from multiple trusted voices.
To read more about the Edelman Trust Barometer click here.