With new programs emerging in the social space, the question of who we can trust has gained much popularity lately. If you type social media and trust into a search engine, many different articles will appear about advertising and trust in the online community to the relationship between trust and reputation. Reputation is easily influenced by what others are saying about us in their blog posts or reviews.
Users used to rely on traditional media to seek reviews, recommendations and advice whereas today trust has shifted toward to individual blogs and suggestions. Consider restaurant reviews on zagat.com as opposed to urbanspoon.com. Both sites offer reviews of a restaurant but urbanspoon.com is frequented more because real bloggers are providing insight. But why would individuals trust peers as opposed to a more reputable source? Reputable sources may know the statistics but they are not always honest.
The explanation may be lack of trust. Many individuals feel that social gurus in media tend to be biased and shaped by a certain way of thinking. Advertisers face a similar problem when trying to gain trust. If marketers began to emphasize honesty and transparency in selling products as opposed to just telling the consumer what they they they want to hear, the consumer will deem the brand more credible. Peers are being trusted over commercialized sources because we can identify more with the average human being as opposed to a multi-million dollar company trying to make a profit.
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