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(I updated this blogpost on December 18th since the research company contacted me on e-mail to let me know, that we are not allowed to quote their research because Socialsquares weblog is for commercial use and we are not their clients. I have now solved the matter by removing name and links to the research company – and by quoting the Danish magazine Markedsforing and Computerworld.dk instead.)

The Danish magazine Markedsføring writes that a research company just did a new report on trust and media – and it turns out that only around 15% os us trust corporate blogs.

I am actually not that surprised. A lot of corporate blogs are just new channels for more polished nonsense – and of course it is hard for people to trust a corporate blog – if it is still all about being in control, acting all big and corporate, delivering content – and pushing messages to consumers.

What blog readers look for are other people to relate to and to build relationships with – people who are nice, who share their knowledge and thoughts – and people who are honest and open about their intentions, tendencies and doubts.

On the other hand Danish Computerworld writes that 3 out of 4 people trust e-mail from people they know. My bet is that it is not because everything people we know say is correct or fantastic or innovative? (check out your own Inbox?) But we know the people who e-mail us. We have a relation to them – and we trust that their intention is not to force us to eat messages or consume content!

And on the other side I still think there are persistant, geeky and meaningful blogs out there – written by people in corporations. They are all interesting because they are not just about being corporate – they are about sharing thoughts and connecting – and that is the big difference in my opinion.

Do you trust any corporate blogs? Do you trust any people? :-)

Socialsquares list of Danish Corporate Blogs (it is a wiki – feel free to ad your own corporate blog)