In Age Of Friending, Consumers Trust Their Friends Less

ADVERTISING AGE — Whom do we increasingly trust less? Us. It's a finding that strikes at the foundation of many a social-media marketing philosophy: Tapping into peer-to-peer networks is a way for marketers to tell authentic, credible stories to consumers whose confidence in corporate CEOs, news outlets, government officials and industry analysts has taken a beating. But according to Edelman's latest 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. Richard Edelman, president and CEO of Edelman, believes it's a sign of the times -- and the lesson for marketers is consumers have to see and hear things in five different places before they believe it...