Member Avatar for MktgRob

I saw a recent study that found that online media (social networks considered a part of this) is considered less credible than TV, newspapers and radio. On a scale of 1 to 10 they ranked as follows:

  • TV - 6.5
  • Daily newspaper - 6.3
  • Radio - 6.3
  • Online - 5.7
  • Weekly Community Paper - 5.4
  • Magazines - 4.9
  • Free shopper publications - 4.3

If you deal with clients who advertise with a few of the outlets in this list, will these results make it harder for you to get them involved in online networks?

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Dani AI

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As observed, older studies showed online/social scored lower for perceived credibility, and is right that reach and measurable sales still attract advertisers. Both points matter: perceived trust and marketing effectiveness are separate things, and trust changes by platform, publisher and time. See ongoing, cross‑industry trust tracking for modern context such as the Edelman Trust Barometer and the Reuters Institute Digital News Report.

Practical approach for skeptical clients: treat the study as a hypothesis to test, not a final answer. A short, focused pilot gives evidence that is hard to argue with:

  1. Define whether the goal is brand lift or direct response.
  2. Run matched creative tests where the only difference is trust signals (third‑party logos, expert bylines, verified account).
  3. Track UTMs, conversion rate, CPA, assisted conversions, time on site and run a quick brand‑lift survey.
  4. Present side‑by‑side results and a recommended scale plan.

Tactics that reliably increase online credibility include publishing sourced content on owned channels, amplifying earned media from reputable outlets, surfacing expert bylines and citations, using verified accounts and clear influencer disclosures, and showing real customer testimonials. Avoid fake engagement or paid-for bogus endorsements; those erode trust quickly.

Conclusion: use data to convert skepticism. A measured pilot that reports both perception (brand lift) and action (conversions, CPA, assisted sales) will usually persuade clients more effectively than arguing about a single credibility ranking.

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Member Avatar for InsightsDigital

These results will not deter many businesses who are looking for any way possible to gain sales and reach, especially in this economy.

Member Avatar for MktgRob

These results will not deter many businesses who are looking for any way possible to gain sales and reach, especially in this economy.

I don't think it will deter them either but I do think that some will view this as a justification for doubts they may have already had about social media.

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