Experts on Trust - Heinz Duschanek

Heinz Duschanek from ewerkstatt.com is an onlinemarketing guru, SEO specialist and wordpress- and typo 3-wizard. He publishes on ewerkzeug.info
and hedu.at. He contributes this week's expert statement on trust.

Three questions on Trust

• Whom do we trust online?
• Users we know from real life,
• User we are in constant dialogue with,
• Big brand names (Google, Adobe, Facebook, Twitter, ...),
• Media we know from other channels (print),
• Media we observe for a while and still find them to be "okay",
• Online-Shops with certificates we have seen somewhere else too,
• Companies with websites, where we can learn a lot about the owners,
• VIPs and stars on twitter,
• Bloggers often cited by others, or even mentioned in print-media or
  radio/TV
• Twitter users we know from somewhere else,
• Twitter users we follow for a long time and communicate with,
• Non profit organisations (Greenpeace, AI, ...)
• What is our trust built on?
• Our own experience (real life as well as online life),
• The use of "trust"-elements (contact info, photo, references, testimonials (maybe less nowadays), certificates, SSL, ...)
• Friends using the same source,
• "So many other people do the same",
• Use of a "non-spammy"-language
• What difference does trust make?
• Buy or not buy,
• Read or not read,
• Use or not use
• Quote or not quote
• Publish personal data or don't publish

Trust Exchange Research

Read all about the research on trust in online media on our background pages.
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