Richard Edelman on trust in media melange

Richard Edelman talks about results from the 2012 Edelman Trust Barometer study:

Question: Is there — perhaps — an inverse relationship between the trust in media sources and the size of the media company? Take a look at my reasoning behind this question.

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Occupy Trust

Edelman has published a their annual “Edelman Trust Barometer” report (for a quick summary, see also the FIR coverage [near the end of the podcast]) — and this year, they have noted that — amid a loss of trust in many institutions — trust in media remains more or less intact. Yet in my opinion, the wide palette of the multifaceted media landscape requires a more nuanced analysis — lets take a look of one of the diagrams from the Edelman report:

Edelman Trust Barometer

Note that this diagram shows that, overall, the proportion of “Informed Public” that “Trust a Great Deal” at least one of these four kinds of media increased from 72% to 88% (a rise of over 22%). The only one of the four media types that had a significant above-average increase in this regard was the “Social Media” label. Also, note that “social media” still remains an unidentified / undefined term. Finally, it would be very interesting to know what other kinds of “media” people trust and/or distrust — for example: Mothers? Next-door-neighbors? Schoolteachers? College professors? Cashiers? Hairstylists? …?

Note that Ragan also reported wide variation across countries:

In the U.S., trust in all media sources rose, with major jumps in the perceived trustworthiness of television, radio, and newspapers as sources of information about a company (by 23, 13, and 11 points, respectively).  In the U.K., those same sources increased (by 25, 17, and 17 points, respectively).  By contrast, in France and Germany, trust in television news and newspapers fell by ten or more points.

China saw double-digit decreases in television as a trusted source, plunging from 74 to 43 percent. Newspapers in that country didn’t fare well either (down by 20 points to 34 percent). But trust in social media jumped: micro-blogging sites and social-networking sites went from virtual distrust at just one percent each to being greatly trusted by a quarter (25 percent) and 21 percent, respectively—a likely reflection of the rapid growth in social media usage within China. At the end of 2010, Weibo (the Twitter equivalent) had 60 million users. By the end of 2011, 310 million users were on Weibo, which broke major news stories, including the corruption of the Red Cross and a high-speed train crash.

My hunch is that there is an inverse relationship between the trust in media sources and the (perceived) size of the media company (whether measured in number of employees or in the amount of capital invested).

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Paul Krugman’s editorial vindicates a post I made last week

See “Entrepreneurs cannot exist in a vacuum” (I must admit that I was also familiar with Professor Krugman’s “clusters” ideas before I wrote this)

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Neville Hobson and Shel Holtz Interview Adam Kmiec

At about the same time as I wrote the post about Adam Kmiec’s “social media advice“, Shel Holtz and Neville Hobson were on the telephone with Adam Kmiec — and it has already been posted at the FIR homepage (note that the blog post includes a link to post I wrote at the bestopop forum — which includes blog posts from many online properties, and is open for public comments; the Blog/IM Zone @ Saarpfalz is a community website much like facebook.com, but it is built using WordPress and Buddypress).

Since writing the post, I have been thinking “why don’t I follow Adam’s, Neville’s and Shel’s blog posts?” — and now I have decided I will include their RSS feeds @ groups.linked.in … and hopefully I (and maybe some other editors I hope to invite to review business news there) can review their writing and ideas there — the way I do with other prominent thinkers (when I get around to it ;) ).

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The Social Contract is a Human Information Technology with which Society + Its Members Advance Civilization (i.e. social information + communication is a practice used in communities to uplift those who interact + contribute to social awareness)

Are intellectual property rights social wrongs? The Social Contract as Human Information Technology: How Individual Character is Socially Constructed Via Social Interaction

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The Social Contract as Human Information Technology: How Individual Character is Socially Constructed Via Social Interaction

Today I want to introduce a new hypothesis: That the reason we share information with each other is due to an elemental need humans have — to share information about the society they are members of (both within a single society and also across societies). When we say that humans are “social” animals, we make an assertion similar to statements declaring humans to be herbivores or carnivores — not only do we need to eat, we also need to communicate.

When we characterize someone as a (living) human being, we share that they have some set of capabilities associated with this kind of existence — that we can think, that we can be happy or sad, that we love, want, or appreciate someone or something (and so on). Yet by and large, a person who is only known as a “stranger” or “foreigner” is the most meek of all members of society… they hardly even “belong” to society at all.

A nondescript person is not a noble savage — quite the contrary: the person without any character has nothing more than the most basic human rights, they enjoy the social standing of a refugee and are only minimally trusted. Such individuals are no more the foundation of society than the grains of sand on a sandy beach are the foundations of the great physical structures and edifices built by civilizations.

At this most basic level of human existence, we observe that humans nonetheless do have certain expectations — that we do not kill each other, that we do not lie or cheat each other and so on. Even though such expectations are sometimes suspended in times of war, nonetheless this is considered an exception to the rule — and otherwise we feel we are different than animals which might pounce on prey, tear the prey to shreds and devour it in a matter of moments. As humans, we respect all other humans according to what we feel are ethical obligations — as members of humanity, we follow a human ethical code which we observe whether our neighbor is our best friend or whether they are a stranger. That is the human contract.

I propose that humans are also naturally disposed to fulfilling more than this very minimal human contract. We are naturally designed as social beings — and therefore we are also naturally designed to fulfill a social contract. Note that my view of the social contract is probably different than other views (e.g. Rousseaus’s view) of this term: For me, the social contract that humans naturally follow is to communicate and inform each other about society and the relationships among its members.

On the most rudimentary level, this can be observed within family relationships and also the relationships family members have with people outside of the family unit. The parent who cheers on his or her school child, who is proud of their achievements, who brags about their child’s capabilities is the quintessential prototype of such family-unit social engagement, thereby creating relationships between members of the family unit with members of society. What is more: Society expects this information — that is why it is actually a social contract.

Here is a hypothetical example: Consider a person who experiences some traumatic event — such as a death or a similarly traumatic experience of separation from another family member. Obviously, such trauma will affect the person and their behavior — they may seem detached or perhaps they may start crying for no apparent reason. This is presumably one reason why in many cultures, such significant life events are ritually shared with the wider community — it is a way of sharing information about the family members, and thereby facilitates easier and more meaningful interactions between the individual family members and society at large.

To ask “Am I my brother’s keeper?” is essentially to ask “Am I a member of society?” — because yes: According to the social contract, society expects everyone to share such information.

The more such information is shared, the more an individual acquires a character — it is in this way that they even become socially characterized. An individual who is not talked about hardly exists for society — the less information is shared about an individual, the more they become socially stigmatized. Conjectures and prejudices replace actual communication, and the less a person is talked about, the more the individual becomes marginalized and even ostracized as a “stranger”. An extreme case of this might be one in which family members have closer ties to complete strangers than they do to members of their own family… and this is not socially accepted. In such situations, society is forced to rationalize such awkward relationships, leading to what are commonly referred to as “social stigmas”.

Because the social contract (as a sort of “human information technology”) is part and parcel of being human (i.e. because it is “hardwired” into the human design), we can now understand why sharing information about our human relationships and human interactivity appears to be “addictive” — yet it is not an addiction per se, but rather more like eating, sleeping, breathing and other basic human functions.

In many parts of the world today, ideas related to community and/or communal resources are in widespread disrepute. In many countries, stuff referred to as  “intellectual property” is granted rights that makes it possible to privatize communal information. In conclusion, we may today actually have many laws on the books that are at odds with human nature — and perhaps we are thereby actually limiting our potential to achieve the best of what humans are capable of.

Of course, this raises many issues and questions I hope to able to investigate more soon. :)

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Social Media Advice from Adam Kmiec

A couple years ago, I still read “tweets” (that is what a lot of so-called social media gurus call blog posts posted at twitter.com). Back then, one of my favorite authors @ twitter.com was Adam Kmiec.

After I stopped paying attention to twitter.com, I also lost sight of Adam Kmiec — maybe that’s a big mistake (yet even if it is: I’m not really sure who is “responsible” for it ;) ). Adam works in a different “field” than I do, but I do enjoy his perspective on things — I feel much of it coincides with my own… so perhaps it’s just as well I also pay attention to other sources, rather than simply wallowing in “echo chambers” that simply give me a “good feeling” about my own perspective.

Adam Kmiec was mentioned on a recent “For Immediate Release” podcast (I regularly listen to this podcast, because I feel that Shel and Neville have their finger on the pulse of so-called “social media” — and while I do not pay much attention to something that apparently cannot even be defined [as Malcolm Gladwell conceded to me in a chat about one of his New Yorker articles on the topic], I do understand that there are a lot of people who pay attention to whatever they think it might be, and Shel and Neville do a very good job at condensing all of the hot air in this space into the droplets they include in their weekly podcast [note, BTW, that I often feel OK with listening to this podcast quite a long time after it is published, because Shel and Neville are so on top of news, that they have it long before it makes its way into mainstream media]).

They mentioned it was about something of a spat between two companies — Walgreens and “Express Scripts”, and that Walgreens had chosen to terminate the business relationship they had with Express Scripts.

Well, so like a regular moron, I keyed “Walgreens” into the search box at Google — and found basically nothing. So I added “Express Scripts” (in quotes) — I got some more, but I still wasn’t satisfied. Most important: I discovered that the top 100 results did not include any commentary from walgreens.com (I would expect Walgreens to make a statement about terminating a cooperation related to something on the order of $4 billion in revenues — as Shel and Neville had mentioned). So I gave up on Google and went to walgreens.com.

Again, I didn’t find anything — at least not directly on the homepage or via some company news link I clicked on. So I decided to use the walgreens search engine — BING: That was a hit!! :D

The result was a site called www.ichoosewalgreens.com — and this made it quite easy for me to understand the issue “at a glance”. Basically, it boils down to these 2 points:

  • Express Scripts insisted on being able to unilaterally define contract terms, including what does and does not constitute a brand and generic drug, which would have denied Walgreens the predictability necessary to reliably plan its business operations going forward.

  • Express Scripts rejected Walgreens request to be informed in advance if Express Scripts intended to add or transfer a prescription drug plan to a different Express Scripts pharmacy network, and to provide patients with equal access to Walgreens retail pharmacies. Walgreens cannot reliably plan business operations without clear terms, transparency and predictability governing the provider network relationship.

Shel and Neville were concerned about the way so-called “social media” fanatics were responding to the way the topic was being covered in blogs. I find Adam Kmiec has very good advice on this:

[L]et’s break this down, because this is an important concept for any person in a leadership capacity to understand:

  1. Don’t make decisions on what AdAge, the New York Times, Seth Godin or any person/company/publication will think, unless your strategy is focused on making sure you earn their praise, support, etc. Their job is to cover the story and your job is to trust your insights and gut.

  2. Never use anecdotal feedback as a proxy for real data. It’s not a good substitute and can lead you astray.

  3. Remember insights lead to strategy and strategy leads to the plan. If your insights are solid and strategy grounded in those insights the plan rarely fails.

  4. Understand your audience. Similar to #1, you need to know who you’re trying to reach and what message you’re trying to deliver. In this case, the people were trying to reach don’t read Ad Age, Social Commerce Today or David’s blog. Heck, they don’t read my blog.

In my opinion, when I write something I make a contribution. If someone else is willing to defray some of the costs involved to enable me to write, then of course that would also make me happy. Yet if readers expect a free lunch, then they should probably not expect fine cuisine.

I still have no idea why people pay attention to twitter.com or google.com — maybe they just have nothing better to do with their time?

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Occupy German Media

Piraten, Wutbürger, Bankenhasser: Protest im Film und auf der Straße‘ Wie Film und Gesellschaft auf die Herausforderungen reagieren. Diskussion anlässlich des ’33. Max-Ophüls-Filmfestivals’ Mitschnitt der Diskussion vom 17. Januar 2012 im Hotel Domicil Leidinger, Saarbrücken

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Web 3.0: The End of Google as we Know it

Following up on yesterday’s post about how even Danny Sullivan has now basically called out Google as corrupt (and “evil”), I believe it is now time to move on.

As a first step in this direction, I share some first ideas about what it means to be a member of a group.

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It’s the end of the search as we know it :)

New + Improved: Findings :D

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