On a 2008 survey conducted on the sources of information that people trust people were asked to rate on a scale from on to five the information sources they used. The most trusted source was e-mail from people you know (77% trust it) followed by print newspapers (46%) magazines (39%) and television (38%).
Quite concerning where the rates obtained by marketing messages from companies. E-mail from a company was rated with 28%, direct mail with 25% and company blogs with 16%. Company profiles in social netoworks came in with 18%.
So how to make consumers believe in blogs? According to Josh Bernoff companies should consider the following when making their blogs:
- Talk to consumers in a way that "suggests". Consider consumer issues not solely the company's ones. Rubbermaid's blog (http://blog.rubbermaid.com/) is not about Rubbermaid. It’s called “Adventures in Organization,”and it’s about getting organized.
- If you can't earn it, then borrow it. If there are famous blogs in your market that customers are reading about get involved in them so people start talking about you.
It's not enough for a company to have a blog but for consumers to trust what is being said on it. I think that having a blog that no one trusts is more harmful than not having a blog at all. Companies should keep a close eye to what is being said about themselves on popular market blogs because these could most probably have more users than their own.
Source:
Blogs, Marketing and Trust: Who do you Trust? By Josh Bernoff
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