I have been using the mantra, “people most trust people like themselves” for some time now. This came from the 2006 Edelman Trust Barometer. It’s worth noting then, that this is no longer true.
In 2011, in order, it’s:
- An academic or expert
- Technical expert within the company
- A financial or industry analyst
- NGO Representative
- Government official
- People like yourself
- Regular employee
In 2009, “People like yourself” was ranked #3. Time to update our talking points!
Take a look, slide 19 in the deck below. I am interested in this because I think it’s possible that the integration of social media into health care will be about bringing trusted experts in with “people like yourself.” The Pew Internet and American Life Project clearly shows that health professionals are still the #1 source of heath information. My goal is not to diminish the peer-peer interactions, it’s to bring the people that people go to most into them. Circle of life.
What are your thoughts?