You know your customers trust friends, family and peers more than they trust your brand, but do you know who they actually listen to online? If you are assuming that celebrity names and high-profile influencers garner your audience’s trust, think again. Consumers are a suspicious breed, after all. They may follow celebrities, but are they really going to trust Justin Bieber (63 million Twitter followers) to give them cooking advice? No: They’re going to trust those who have focused expertise in the topics they care about.