People Don't Trust Their Friends Anymore?
Here’s a fascinating take-away from Edelman’s 2010 Trust Barometer — the number of people who view their friends and peers as credible sources of information about a company — dropped by almost half, from 45% to 25% since 2008.
“It’s a more-skeptical time. So if companies are looking at peer-to-peer marketing as another arrow in the quiver, that’s good, but they need to understand it’s not a single-source solution. It’s a piece of the solution,” Edelman CEO Richard Edelman told Advertising Age.
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