It’s a question we’ve been asking ourselves more and more lately, in light of recent findings such as Edelman’s Trust Barometer, that revealed 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.
Given this, we reached out to the person who — literally — wrote the book on trust.
Julien Smith, co-author of Trust Agents with Chris Brogan told us, “People feel they are being sold by their peers and stuff they do on networks, so trust erodes,” while noting that the process is “natural.”
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