I agree with him that the findings are slightly confusing as to whether online sources are truly trusted or not, but that key online influencers are definately creating a growing trust.
Of particular interest are his key points:
- Use top-down and peer-to-peer tactics in your communications strategies
- Engage via word of mouth with influencers
- Companies can become leaders by building their reputations and encouraging conversation.
I would also encourage companies to plan your approach beforehand, start measuring the influence of social media and then try to categorise them so that you can hopefully have a better dialogue with them.