Trust at Scale: Harnessing Authentic #Advocacy for Your Brand #SXSW

Trust at Scale? Trust at Scale!

Beyond PR

influencers v advocates Media fragmentation and information overload stymies ad effectiveness. Consumers are ignoring digital ads, and overall, trust in brands is declining, a trend which according to the Edelman Trust Barometer, is accelerating.

Influecers vs. Advocates

How can brands convey communications in a trustworthy matter that resonates with their audiences?  The key, according to Jim Larrison (@jlarrison) of Dynamic Signal, is advocacy, and this doesn’t simply mean paying an industry bigwig to tweet on your brand’s behalf.

Jim’s presentation centered on importance of finding passionate advocates amongst employees and the „mid-tail“ of the influence spectrum – connected people who have enough social media pull to move the needle in a particular sector, and who really care about the industry or segment.

These trusted peers who are talking about relevant topics have the real ability to drive individual behavior.   And those ‚trusted peers‘ include employees, who have significantly more credibility…

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