It's a Matter of Trust

Thanks to @byosko for bringing this latest Forrester survey, People Don't Trust Company Blogs, to my attention on Twitter. Earlier this year, I read Groundswell: Winning in a World Transformed by Social Technologies for a white paper on social media that I was writing, and I found it fascinating. I think any company, big or small, must understand the role social media is playing today in the marketplace -- what's worked and what hasn't -- and Groundswell is not only chocked full of info but, surprisingly, a pleasant read. (Disclaimer: clicking on the "Groundswell" link above will bring you to the book's Amazon page through WHY's associates program, meaning we make a few cents if you happen to buy it.)

The Groundswell survey reports that 77 percent of people trust email from people they know. Makes sense. I know that my mother-in-law isn't trying to sell me a Chevy if she raves about her car or that my best friend doesn't have ulterior motives when bragging about a restaurant. However, only 18 percent of you trust personal blogs and 16 percent of you trust company blogs (the latter number moves up a bit for people who regularly read blogs). I totally get that too. It's hard not to believe that corporate blogs will give you anything but the company line or positive spin. And on the personal side, I know bloggers who are out there to hawk products and get paid, which really does make me skeptical about most of the blogs -- if not all -- I read, particularly when a product is recommended.

I still don't know where this blog, my blog, fits into the scheme of things. Is it a company blog or personal one? Sure, I'm here as the editor of WHY magazine to help offer tips and ideas for home workers, but you also get to hear about my own trials and tribulations of being a home worker (lucky you). In any case, the Groundswell survey only cemented a hunch I already had about the perceived validity of blogging. For what it's worth and although as much as 80-something percent of you may not believe, please know that it's all about the truth and full disclosure here.

And finding the truth (bandied about, debated and whittled down by thousands of bloggers and users) is what makes social media such a powerful tool.