It’s A Matter of Trust

UC Blog 8.15.17

With all the “fake news” going around the media, it’s hard to figure out what is real and what isn’t.

In the past year, there’s been a shift in the dynamics of information, trust, and influence — a shift that campaigns and organizations need to adapt to if they want to be successful.

In the 2016 elections, we saw voters turn their backs on “traditional” government leaders (the “establishment”) in favor of outsider candidates who reject the D.C. political machine that favors political elites.

And it is this belief, that’s led the public to distrust the (“fake”) news. Official statements and filtered content have become distrusted, while leaked information has become more believable. As a result, the credibility of politicians and mainstream media outlets has hit an all-time low. 

When Facebook first originated, it was meant to be a platform for friends and family to share information, news, updates on their lives etc. And somewhere down the line, it became so much more than that; it became a place for publishers, companies, and brands to push their messages out. Today, Facebook puts a premium on what it was originally meant to be used as a tool to connect and share with friends and family members.

So if individuals are the most trusted source of information, then campaigns and organizations should be utilizing them to spread their message. Campaigns should focus on providing the right culture and the right communication platform that builds trust and allows supporters to share information more transparently.

And that’s just how our Newsfeed works! Our newsfeed gives individual supporters a tool to gather, communicate with, and mobilize their friends, family, and co-workers. They are able to receive information from the campaign, organization etc, and then transmit that information externally to their supporters.

How are you spreading your message?

 

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