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

Dion Rabouin, author of Markets
46 mins ago - Politics & Policy

Wall Street fears stimulus is doomed

Illustration: Sarah Grillo/Axios

The fight over a new Supreme Court justice will take Washington's partisan bickering to a new level and undermine any chance for needed coronavirus relief measures before November's election, Wall Street analysts say.

What we're hearing: "With the passing of Justice Ginsburg, the level of rhetorical heat has increased, if that seemed even possible," Greg Staples, head of fixed income for the Americas at DWS Group, tells Axios in an email.

Updated 2 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Global: Total confirmed cases as of 7 a.m. ET: 31,346,086 — Total deaths: 965,294— Total recoveries: 21,518,790Map.
  2. U.S.: Total confirmed cases as of 3 a.m. ET: 6,858,130 — Total deaths: 199,890 — Total recoveries: 2,615,949 — Total tests: 95,841,281Map.
  3. Health: CDC says it mistakenly published guidance about COVID-19 spreading through air.
  4. Media: Conservative blogger who spread COVID-19 misinformation worked for Fauci's agency.
  5. Politics: House Democrats file legislation to fund government through Dec. 11.
  6. World: U.K. upgrades COVID alert level as Europe sees worrying rise in infections — "The Wake-Up Call" warns the West about the consequences of mishandling a pandemic.
3 hours ago - Technology

Why Puerto Rico is still struggling to get online

Illustration: Sarah Grillo/Axios

Internet connectivity remains a weak link for the disaster-wracked U.S. territory Puerto Rico, and some experts fear a new tranche of Federal Communications Commission subsidies set aside just for the island might not help the people most in need of a broadband connection.

Why it matters: Puerto Rico is locked out of most federal funding available to U.S. states to help expand internet service. The island risks being left behind as carriers expand and upgrade high-speed internet networks elsewhere, even as infrastructure-damaging tropical storms come faster and harder and the pandemic makes broadband even more of a must-have.

Get Axios AM in your inbox

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Subscription failed
Thank you for subscribing!