While trust about products is generally rising (not surprising given the continuing economic recovery) nearly half of those surveyed scored their social network contacts as a level 4 or 5 (where 5=strongly trust).  The number for newspapers ... about 3%.

I'll avoid the temptation to wear my "student of the social web" hat and opine on the larger meaning of the results. But if there is one takeaway that strikes me as incredibly important to corporate communications groups as they plan out 2011, it's this: there is a profound shift underway as consumers tell us where they get their most trusted advice, and it must force us to ask a serious question.  Are our strategies and tactics evolving as rapidly as our target audiences?

View the full report below: