Stop Chasing Attention. Start Earning Trust.
We live in a world that rewards visibility. Post more. Share more. Stay in front of people.
It’s easy to believe that the more you’re seen, the more credible you become.
But that’s not how credibility works.
I was reminded of this recently while doing some long-overdue file cleanup, when I came across a 30-year-old article on credibility from Reputation Management (May/June 1996). Despite being written long before social media, its findings still hold true today.
Take a look at this chart from the article:
What stands out most is that “what customers say” ranks as the most credible source. That means individuals and organizations that treat their customers well and pay close attention to the user experience earn credibility the old-fashioned way.
In other words, not much has changed.
The same article also ranked individuals based on their credibility and the frequency of their media appearances. Have a look at who lands at the bottom of the credibility index:
So, what does this mean for those looking to build their profile?
Here’s my take:
Stay true to who you are. Your values, your beliefs, your purpose.
Treat your customers with respect. The Golden Rule still applies.
Be intentional about where and how you show up. Choose platforms and audiences that reinforce, not dilute, your credibility.
In a world chasing attention, trust is the real differentiator.
Jacqui