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Company blogs are in a vicious cycle now," he writes in the report. "Those companies that selfishly blog about their products will reinforce the idea that corporate blogs can't be trusted. This will make it even harder for new corporate bloggers to be seen as anything other than company shills."
Companies like Dell have launched blogs as part of efforts to better communicate and learn from customers. Dell credits its foray into blogging in 2006 with helping it reverse several years of negative online buzz. It has also added short-messaging service Twitter to its new ways to reach consumers.
Like many such surveys, Forrester found people typically trust other people, particularly those they know. E-mail from people you know topped the list with a 77 percent trust rating. Reviews gained 60 percent and social networking profiles of friends got 43 percent.
Traditional media, on a whole, still garners more trust from consumers than digital outlets, according to Forrester. The Yellow Pages are trusted by 48 percent of respondents, newspapers by 46 percent, magazines and radio by 39 percent and TV by 38 percent.
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