2018爱德曼信任度调查特别报告_品牌与社交媒体（英文版）_45页_2mb

2018 Edelman Trust Barometer: Brands and Social Media Summary

Core Content

The 2018 Edelman Trust Barometer Special Report: Brands and Social Media provides insights into consumer trust in media, brands, and social media platforms across 9 key markets: Brazil, Canada, China, France, Germany, India, UAE, U.K., and U.S. It also includes data from a broader global sample of 28 markets, highlighting the growing concerns around data privacy, content integrity, and the role of brands in shaping social media trust.

Methodology

• General Online Population:

  • Surveyed in 28 markets.
  • Ages 18+.
  • 1,150 respondents per market.
  • Total of 33,000+ respondents.
  • Margin of error: ±0.6% (N=32,200) for general population, ±0.8% (N=16,100) for online population.

• Informed Public:

  • A subset of the general population.
  • Represents 15% of the global population.
  • Ages 25-64, college-educated, in top 25% of household income per age group.
  • Engages significantly in business news.
  • 500 respondents in U.S. and China, 200 in other markets.

• Special Report: Brands and Social Media:

  • Surveyed 1,000 respondents in each of the 9 markets.
  • Margin of error: ±1.0% (N=9,000) for 9-market average, ±3.1% (N=1,000) for market-specific data.

Key Findings

Trust in Media

• Media is least trusted: In 22 out of 28 markets, trust in media declined from 2017 to 2018.
• Traditional media still trusted: 75% of respondents trust traditional media.
• Social media not trusted: Only 40% of respondents trust social media platforms to address fake news and hate speech.
• Data privacy concerns: 60% of respondents do not trust social media companies to behave responsibly with their personal data.

Consumer Behavior and Social Media

• Social media is central to consumer relationships:
  • 39% of respondents say they are unlikely to become emotionally attached to a brand unless interacting via social media.
  • 40% have deleted a social media account due to lack of trust in data handling.
• Social media is the best channel for brand discovery and brand love:
  • 60% of respondents choose social media as the best channel for discovering new brands or products.
  • 55% of respondents say they most often see things that make them fall in love with a brand on social media.
  • 55% say they most often see things that make them fall out of love with a brand on social media.

Trust in Brand Content and Practices

• Credibility factors:
  • Quality of writing or visuals (65% important)
  • Author's credentials or expertise (63% important)
  • Content is well-designed and formal (58% important)
  • Easy to determine who paid for the content (57% important)
  • Logo of the organization is displayed (55% important)
• Consumer expectations:
  • 71% expect brands to support quality journalism.
  • 62% believe governments should regulate social media more.
  • 55% think it's almost impossible for social media companies to remove all offensive content without compromising free speech.

Brand Responsibilities

• Brands must act to build trust:
  1. Give a better deal for their data.
  2. Create trusted content on social media.
  3. Join forces to build trust in social media.
• Majority not willing to pay with data for personalization:
  • 58% find it difficult to understand what data they are sharing.
  • 58% are not willing to sacrifice some data privacy for a personalized shopping experience.
• Data practices:
  • Suggesting products based on search terms, cookies, and voice-activated assistants is controversial.
  • Tracking life events and using location data or sensors is seen as intrusive.
  • Psychological profiling is not acceptable for most consumers.

Trust in Brand Actions

• Brands are expected to take responsibility for content adjacent to their ads:
  • 48% say it is the brand's fault if its ads appear next to harmful content.
  • 47% believe the views near a brand's ads reflect its values.
• Brands are seen as responsible for data privacy:
  • 83% believe businesses have an obligation to protect personal data.
  • 71% say it is important for brands to ensure personal data is protected and used ethically.

Trust Building Strategies

• Build a coalition to address data and content challenges.
• Take a public stand on issues like data privacy and content integrity.
• Go direct by engaging with consumers authentically.
• Be proactive about data and privacy.
• Create and champion quality content.
• Act with integrity, transparency, and humanity.

Supplementary Data

• Role of different types of media:
  • Social media is seen as the most entertaining and most used for brand engagement.
  • Traditional media is the least annoying to use.
  • Search engines are the most trusted for general news and information.
• Consumer use of social media:
  • 71% of respondents use social media to get up-to-date on politics.
  • 60% use social media for brand discovery.
  • 55% use social media for brand love and disapproval.

Conclusion

The 2018 Edelman Trust Barometer highlights a significant shift in consumer trust, with social media becoming a critical platform for brand engagement but also a major source of distrust due to issues like data misuse, fake news, and hate speech. Brands are expected to take an active role in addressing these concerns, promoting transparency, and supporting quality content. The report underscores the importance of data privacy, ethical data use, and the need for brands to build meaningful relationships with consumers through credible and responsible communication.