Intellectual Property and Trust in the Age of Digital Media Tonia Ries – Media Sources: Search Engines Now Most Trusted “The 2015 Edelman Trust Barometer reveals a new formula for building trust, one in which engagement carries a multiplier effect. Engagement and ongoing communication and dialogue with multiple stakeholders are both more critical than ever, but also more difficult to execute well. Today’s reality is that CEOs are not trusted to be credible spokespersons for their organization (only 43 percent believe CEOs have credibility) and more people now look for business information on search engines (31 percent) than television (22 percent) or newspapers (21 percent). Businesses and other institutions need a new strategy for starting and influencing conversations about their organization or industry, one in which the creation and stewardship of intellectual property plays a key role. Today’s media landscape is vastly different compared to 15 years ago, when the Trust Barometer was first fielded. For the first time in 2015, search engines are now the most trusted source for general news and information among the informed public, surpassing traditional media by two percentage points among the global informed public, and by eight percentage points among Millennials. Social media has risen to a trust level of 48 percent (59 percent among Millennials). Today, it’s all about starting peer-to-peer conversations and making sure that your content is easy to find.” FacebookLinkedIn Posted in: Economy, Intellectual Property, Knowledge Management, Search Engines
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