Trustworthiness. Socially speaking, of course.


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I wrote a post last week about trust that was prompted by a study I had read earlier in the week.  This study suggested a causal relationship between CEOs’ and other top business executives’ personal participation in social media and the perception of trustworthiness of them and their companies.

I was skeptical.

So, I decided to do my own (equally scientific) research.  I started with The Temkin Group’s 2012 Trust Ratings.  This survey polled 10,000 U.S. customers of 208 companies across multiple industries, reporting the top twenty and bottom twenty companies.

I took a look at the top sixteen distinct logos, their CEO by title and searched for social web presence of each.  I focus on twitter and blogs in this search.  I didn’t look at whether any chief executives where engaging in customer dialog on Facebook fan pages, owned media or other such community forums.  In my search, I did find video clips of several executives on YouTube.  But, they were all news clips or other such media, not what I would call personal engagement.

Also of note, I did find a reference to two blog posts on USA Today from 2009 by Hyatt’s head, Mark Hoplamazian.  But when I clicked through to the USA Today site, the posts were not there.  I also found this recent YouTube clip on CVS’s corporate social responsibility report posted last week (I was viewer number five).  But I’m pretty sure @fartmagic is not the twitter handle for the head of this $97b company.

So, do tweets equal trust?  You decide.

16 of the Most Trustworthy Companies

Republished with author's permission from original post.

Barry Dalton
Telerx Marketing
Consumed by the pursuit of delightful service. Into all things customer loyalty and technology. My current mission is developing new service channels and the vision of the contact center of the future.


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