Trust Analytics at LinkedIn
LinkedIn occupies a unique position in the social media landscape. The company’s focus on professional networking, learning and career progression have made LinkedIn less prone to the pitfalls other social media platforms have faced. In 2017, Business Insider conducted a survey to determine which social media platforms were the most trusted by consumers. That year, LinkedIn topped the list, and Facebook was second. LinkedIn maintained its trusted status, but in the subsequent 2 years Facebook, after Cambridge Analytica and other challenges, had fallen to dead last.
Realizing the value and importance of being trusted, and the risks to the company of losing trust as others had done, LilnkedIn decided to strategically focus on trust. Already a longtime Protagonist customer, LinkedIn asked us to use our Narrative Analytics capabilities to look specifically at the drivers of trust in the social media space.
That engagement was the genesis of Trust Analytics at Protagonist. Watch this 8-minute video to see how Rogier Verhulst, LinkedIn’s Head of Market Research, and Protagonist worked together to help LinkedIn use trust to inform strategy, product and operations.