Skip to content


Edelman Trust Barometer 2012 says trust in social media is up

The latest installement of the Edelman Trust Barometer has now been published and as usual, it is interesting reading. This year, there have been some dramatic changes in the views of the public in most of the countries surveyed. Trust in government, business and NGO’s is declining while trust in media is rising.

Trust in government shows an exceptionally sharp drop in the 2012 Barometer, after rising steadily for four years. In Sweden (“informed public”), trust in government is quite stable, dropping only from 64% to 62%, making Sweden the market with the fourth highest level of trust in government. Trust in business is also decreasing, although in Sweden it is acutally up from 52% to 54%, possibly thanks to the relatively stable Swedish economy compared to many other countries.

If we look at different media sources, it is interesting to see the dramatic increase in trust in social media, now almost at the same level as corporate information. Note: responses are for “informed public”, i.e. college educated, high income, high media consumption.

edelman-trust-barometer-2012

Overall, there is a huge drop in trust for CEO’s while trust in pers such as regular employees and “a person like yourself” is increasing dramatically.

edelman-trust-2012-peers

In other words, there is less trust in messages communicated by CEO’s through traditional corporate channels and increased trust in messages from our peers, communicated through for example social media channels. There’s a lot more to read and you’ll find the whole presentation here below.


Posted in Business, PR, Statistics.

Tagged with , , , .


One Response

Stay in touch with the conversation, subscribe to the RSS feed for comments on this post.

Continuing the Discussion

  1. 2012 Trust Barometer Media Coverage | | 2012 Edelman Trust Barometer2012 Edelman Trust Barometer linked to this post on February 3, 2012

    […] Edelman Trust Barometer 2012 says trust in social media is up by Kullin Mindful Money Distrust and its detrimental economic impact  […]



  • RSS
  • Twitter
  • Tumblr
  • Facebook
  • LinkedIn
  • NetworkedBlogs
  • Delicious