Edelman Digital: How Can We Use Trust As A Business Tool?

Businesses need to view success in a more holistic light, highlighting the importance of the bigger picture in order to attract new customers.

Among the key insights that came out of Edelman’s 2012 Trust Barometer was a plan for how businesses can earn the license to lead, not just operate. In today’s environment, a focus on operative factors alone is not enough to win over a skeptical public. Companies have to broaden their vision and their language, taking on societal issues and practicing radical transparency. Shareholders are only part of the puzzle – engagement with all stakeholders is needed, and an effective social business plan is needed to get there.

Most companies are making headway in consumer engagement via social on some level, but they aren’t considering other stakeholder groups as part of the social business puzzle. The Trust Barometer emphasizes more than ever an engagement approach inclusive of employees, partners, and others as well as current and potential customers.

If trust is indeed shifting from institutions to individuals, then businesses need to understand which individuals are responsible for driving their company perception, and put in place an engagement strategy. How are you positioned to engage with your stakeholders in 2012?

By Caleb Gardner

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Originally published on Edelman Digital, republished with kind permission.

Image via Social Media Darwinism

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