I liked the report from the moment I downloaded it because of it’s title:
Trust “MEdia” – How Real People Are Finally Being Heard
Supposedly this is the first in a series on New Communications and Word-of-Mouth Marketing white papers.
Diverting for a second and while on the topic of Word-of-Mouth Marketing, did you know that there is a new Word-of-Mouth Marketing Industry Association? It’s called WOMMA (here is their web site). They are apparently pretty successful, and just finished their first conference. You can find comments and coverage about the event here.
Anyway…back to the report. It’s self-stated goal is:
“It’s intended to inform marketing and communications professionals about the who, what, where and how-to of blogging.”
The overall report is educational in nature – a good thing considering the small group of people who really understand how this all works.
It starts by summarizing the recent results of an Edelman trust survey, which could point to one of the main drivers for blog and blogging adoption:
“According to Edelman’s 2005 Trust Survey, peoples’ trust has shifted from authority figures to “average people, like you.”
In general, the report does a great job at explaining what you should do when incorporating blogs in your communications strategy. And it also has some great stuff on the nuances of blogging etiquette.
I downloaded the report from the Intelliseek’s website (here – requires registration but free).