Edelman recently posted the results of a study they did on consumer trust. The study claims that “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.” Is social media just a passing fad?

Definitely not. While the article brings up an interesting topic, I believe that Michael Bush’s primary intent was to stir up some controversy, rather than claim there has been an official shift in online consumer behavior.  Before we abandon everything we know about social, ask yourself 2 questions…

Is what they are saying true?
I’m not sold on the methodology. Based on the way the data is displayed in the article, it’s easy to criticize the survey technique. The wording is relatively biased and appears to focus on advertising, in general.  As an alternative, the research could offer more credibility if consumers were asked who they trusted most for purchasing advice or recommendations.

What does it mean for social media marketers?
Survey details aside, the article surfaces the very important topic of relevancy and timing in social media marketing.  In order to solve for this problem, marketers must craft solutions to address:

1. Consumers experience a tremendous amount of digital litter online. Most content offered is just noise, and often doesn’t meet consumer’s exact point of need.
2. Social Media is not a retail medium. It’s about building relationships. Over time, these relationships establish trust, engagement and ultimately advocacy, which definitely impacts the bottom line for brands.
3. Consumers are first, brands and branded messaging will always be second. Consumers use social media to socialize with their friends, family and peers. If they want to engage with brands, it will be on their terms.
4. Content is no longer “king” – relevancy is. Consumers have been taught that if they sound-off questions, someone will answer.  By choosing to be active in social media, brands can offer solutions as a trusted source to weigh-in on those direct consumer questions.
   

If you’re active in social media, I wouldn’t get too hot and bothered over the study results. PR agencies are great at generating buzz, so kudos to them for stirring the pot. Now, take it a step further. Go beyond the buzz, and focus on developing long-lasting, sincere relationships with your fans online.