For the first time ever, online search results are now more trusted than a journalist. 80% of people no longer trust businesses. 80%. Just imagine that. When you engage in traditional communications, you’re potentially only affecting 20% of your audience.
User generated content has never been more important, especially in the tourism industry where people often make decisions on where to go based on their friend’s photos and videos.
By engaging your audience online and encouraging content production, organisations can massively increase their online presence, create brand advocates and secure new customers.
Watch the full Edelman 2015 Trust Barometer video before considering your 2016 strategy.