When News Goes Totally Digital, How Do You Create Trust?
Continued from previous page
"I know there is more than one vision and more than one view point," says Lukasiewicz. "Multiple view points are what consumers want. So you build a trusted brand by sharing others' content. It sounds a bit paradoxical but…it works, even though in traditional media terms, linking to the competition once would have been seen as self-destructive."
Lukasiewicz thinks that some sort of hybrid social/brand filter may be the answer. "The brand that increasingly matters is the one called 'my friend," he says. "People don't come to Facebook for news content--but they get it there. So yes, NBC News wants to be your trusted friend. And I do that by being in all the places where you are — cell phone, online, in the back of a taxicab, on a screen in an airliner, on Facebook, you name it — when I do what I do. I want to be there for you, where and when you want it.
"All this is still rapidly evolving," Lukasiewicz concludes. "For credible coverage of major events, for example, people still turn to trusted news brands. But in the future, I really believe that if you can create a cross-platform home for your news delivery, you will also succeed in creating a trusted brand."