What do Shakespeare, Healthcare, and Social Media have in common?

 The answer is a quote from Othello, 

Who steals my purse steals trash; 'tis something, nothing;
’Twas mine, 'tis his, and has been slave to thousands;
But he that filches from me my good name,
Robs me of that which not enriches him,
And makes me poor indeed.

Over 400 years ago, Shakespeare understood the immeasurable value of a trustworthy reputation. And this quote came to mind in relation to the Edelman 2011 Barometer (download below) that actually measures the value of trust. 

When a company is trusted, according to the worldwide Edelman annual barometer, 51% of people will believe positive information after hearing it only 1 or 2 times and only 25% will believe negative information after 1 or 2 times.

When a company is distrusted, we find the reverse: 57% of people will believe negative information after hearing it only 1 or 2 times and only 15% the positive.

 Social Media is about developing relationships, which means that it's about developing trust. A relationship requires trust and it requires two way communication -- While traditional media can communicate trust-worthy information, if there is no dialogue, can we really speak of a relationship? What better way to dispel misunderstandings than a conversation?

And what is health care without trust? So, in our ever more challenging environment, the logic of participating Social Media is ever more compelling.

Téléchargement Edelman Trust Barometer Global Deck