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Technical experts and their peers are considered the most credible for information on social media, according to the latest 2018 Edelman Trust Barometer survey. By comparison, celebrities, corporate executives and journalists are considered far less credible.

Expand chart
Reproduced from Edelman Trust Barometer, Special Report: Brands and Social Media, 2018; Chart: Axios Visuals

Why it matters: Trust in traditional institutions — like media, government and business — is declining, so people are turning to less traditional sources of information about their favorite brands, like technical experts, academic experts and likeminded people.

Looks matter. When it comes to determining whether or not content from a brand on social media is credible, most respondents said that the quality of a person’s writing or visuals was the most important attribute towards making a judgement call on the brand.

  • A majority of respondents also rated “content that is well-designed and looks formal” (58%) and “the logo of the organization that produced the content next to the post” (55%) as important attributes towards trusted information.
  • A majority of users (57%) also said it’s important that It is easy to determine who paid for the content.

Organic outreach matters. When it comes to building a strong relationship with a brand on social media, a majority of consumers (59%) also say it's important that they've opted in to receive communications from the organization.

Go deeper

Updated 5 hours ago - Sports

Olympics dashboard

Katie Ledecky in Tokyo. Photo: Ding Xu/Xinhua via Getty Images

🚨: Simone Biles won't compete in individual vault or uneven bars

🏊‍♀️: Katie Ledecky wins gold in women's 800m freestyle

🏊: Caeleb Dressel breaks world record in men's 100m butterfly, 3rd gold

🇬🇧: Britain wins gold in first-ever Olympic mixed 4x100m medley relay

🎾: Novak Djokovic defeated in Olympic semi-finals

💻: Japan tests teleporting games and "remote cheering"

Go deeper: Full Axios coverage

Updated 6 hours ago - Sports

Simone Biles won't compete in individual vault or uneven bars Olympic finals

Photo: Loic Venance/AFP via Getty Images

Simone Biles will not compete in the individual vault or uneven bars finals at the Tokyo Olympics, USA Gymnastics announced Friday.

Why it matters: USA Gymnastics said Biles, who previously withdrew from the individual all-around and team finals to prioritize her mental health, will continue to be evaluated to determine if she'll compete in the balance beam or floor exercise events.

7 hours ago - Sports

American Katie Ledecky wins Olympic gold in women's 800m freestyle

USA's Katie Ledecky reacts after taking gold in the final of the women's 800m freestyle race. Photo: Odd Anderson/AFP via Getty Images

American superstar swimmer Katie Ledecky grabbed her second gold medal of this year's Olympic Games, winning the women's 800-meter freestyle race Saturday in Tokyo.

Driving the news: Ledecky, who holds the world record in the 800m freestyle, is considered one of the best women swimmers of all time. Saturday's final marks her third straight Olympic gold in the event.

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