I attended a Social Media Roundtable yesterday morning and the question of trust came right to the forefront of the cultural debate of why companies should use (or don’t use) social media. A lawyer can poke holes into any argument for or against social media but leaders need to instill a culture of trust in order to see success with social tools and collaborative processes. They need to understand the risk attorneys point out but, ultimately, it is a business decision as to how and when these tools can be used.
A fascinating study was presented at this Roundtable: Edelman’s Barometer of Trust. I never thought trust could be measured but this study shows that people are tending to trust “People Like Me” more than their leaders. I find this shift of placed trust very interesting. Is this phenomenon a result of social media or have people always trusted their peers and social media enabled that to happen?
I would argue with the dawn of social media, people suddenly feel like they have a voice…maybe for the first time at least in consumer circles if not at work. This feeling of desired empowerment is trying to make its way into the business world and so a great struggle ensues in some companies. People want more say and responsibility and some leadership teams are hesitant to trust their employees with decision-making and expertise sharing.
Presenting this barometer of trust idea to leadership may help fuel the business case for why we should integrate social tools into our work processes and communication flows. The command-an-control, top-down method of operating is fading. In the years to come, “People Like Me” will be influencing our decisions and shaping the way we work and share. What an exciting time to be in the middle of knowledge management and collaboration!