“Credibility: the ultimate competitive advantage in a social media world”

Sean Branagan- Director, Center for Digital Media Entrepreneurship,

Newhouse School at Syracuse University- CEO and eVangelist, Digital Vertical Marketing

search + social + branding in complex vertical markets

“Credibility: the ultimate competitive advantage in a social media world”

Sean Branagan@sean_branagan linkedin/in/seanbranagan1

www.seanbranagan.com (blog)

@digitalverticalwww.DigitalVertical.com

Session Hashtag: #smcred SMACC Hashtag: #smacc2011

OK, NOW IT’S TIME TO TAKE A TEST

How often are you online?What do you do online?Who uses Social Media EVERYDAY?How many tweet daily? Do you have your own blog? How often do you post?What other big online things do you do where you put yourself out there?Who knows what’s happening in Libya right now?

Here’s what we’re going to do…

So, what is credibility?

• SIMPLE VERSION:– Believability + Expertise

• LONGER VERSION:– It’s complicated…

“fair,” “objective,” “trustworthy,” “reliable”– Credibility is relative based on• situation and need = context• personal preference

Context and Personal Preference

• Credibility level desired for…– Major breaking news: scale 1 2 3 4 5 6 7 8 9 10– Entertainment info: scale 1 2 3 4 5 6 7 8 9 10– Buying consumer product• Low cost (candybar): scale 1 2 3 4 5 6 7 8 9 10• Medium (dinner out): scale 1 2 3 4 5 6 7 8 9 10• High (house or car): scale 1 2 3 4 5 6 7 8 9 10

– Dating someone: scale 1 2 3 4 5 6 7 8 9 10– Medical procedure: scale 1 2 3 4 5 6 7 8 9 10

SO, HOW IS IT DIFFERENT ONLINE?

Less cues, clues and ways to know if something is real… and in some ways MORE demands

Website Credibility & PersuasionThe Stanford Credibility Guidelines

1. Make it easy to verify accuracy of information on the site.

2. Show that there is a real organization behind the site.

3. Highlight expertise in organization, content and services.

4. Show honest and trustworthy people behind the site.

5. Make it easy to contact.

6. Design site so it looks professional and appropriate.

7. Make the site easy to use – and useful.

8. Update site’s content often (or indicate recent review).

9. If possible, avoid advertisements on the site.

10 Avoid errors of all types, no matter how small they seem.

SOURCE: B.H. Fogg, Stanford Web Credibility Project (2004), Stanford Persuasive Technology Lab

3 Social Media Credibility Elements

1. Site (see previous slide)

2. Information – quality, accuracy, clarity, currency, spelling and

grammar, tone of writing, bias, usefulness

3. Person (author/blogger/reporter/source) – author's contact information, authority, expertise,

affiliation, reputation, presence of the organization's address, type of source

Added Credibility in Social Media

• Even more factors– Point of view– Novelty– Tone of writing– Attitude– Personal elements… and photos and videos make it real

(adding some of the physical cues)

'It's not about trustworthy at all. I like when people notice my question and answer it, and in the end make me smile, cheer me up.'

'[the site is] trustworthy enough, since people by and large come here to have a good time, their intentions are good and they may be sarcastic but mean no harm.'

[Some] are motivated by bias, a lot motivated by hate, many just exhibiting ignorance of the topic, they have this air of immaturity.

Social Media Credibility Level: LOW

So, the opportunity is

HIGH

But, Online Credibility Is Heating Up

• Google – making changes in algorithm• Facebook – testing Social Commenting plug-in with

“credibility score”• LinkedIn recommendations + new tools• E-Commerce sites are adding tools

– to get rid of trolls and spammers …for more credible comments and recommendations

NEW “Credware” emerging…• News Filters like Digg and Reddit (popularity)

– PLUS new ones like NewsCred and NewsTrust (cred)• New startups like Vouchboard.com and more!

Social Media Credibility Checklist

Build (or be part of) a credible blog or site• Follow the Stanford criteria

Set a standard of writing that fits target• Accuracy, clarity, currency, spelling and grammar

Set a voice/tone that fits target• Biased? Useful? Attitude? Novelty? Personal references?

Add some personal info (profile and elsewhere)• Photos? References? Credentials? Contact info

Short Social Media Credibility Checklist

Rate your blog or site and ADD credibility elements to it• Follow the Stanford criteria

ADD more personal info? (NOT TOO MUCH!! = creepy)• New Photos? References? Credentials? Contact info

Review past writing/posts and RESET a new standard of writing that fits target• What’s missing? What’s repeatable?

Review past writing/posts and RESET a voice/tone that fits target• Biased? Useful? Attitude? Novelty? Personal references?

BE AUTHENTIC. BE REAL.

TRY NOT TO BE TOO REAL.

“Credibility: the ultimate competitive advantage in a social

media world”

Sean Branagan@sean_branagan linkedin/in/seanbranagan1

www.seanbranagan.com (blog)

@digitalverticalwww.DigitalVertical.com

Session Hashtag: #smcred SMACC Hashtag: #smacc2011

THANK YOU!