Of trust, Facebook and French Yellow Vests.

In our previous post, “While distrust is general, trust definition is personal.“, we saw an increase in News reading while an increase in distrust in media and a clear split in trust between overall media and the media you read.

Here are the numbers from Reuters Institute and Oxford for France in 2018 (June):

and here are the comparable numbers for the USA:

Quickly, one can read French people pay less for online news, use more ad blockers, trust less the media they use. Matter of fact, the ratio News I use vs Overall Trust is almost 3 times less in France (only 17% more trust for Media I use”) vs the US (47% more trust for “Media I use”)

2 points are interesting in the context of the Yellow Vest in France:

French trust in overall media is increasing (+17%) while the US it’s decreasing (-11%)

Well, not for the Yellow Vests.

As written in Le Figaro (en French) “the anti-media rhetoric is a constant in the discourse of “yellow vests”” and in Le Monde (en French) “anti-media rhetoric, fuelled by press attacks against the movement’s opacity and anti-democratic nature.”

Social networks are the less trusted.

Well, not for the Yellow Vests.

But first, what is the place of Facebook in getting the news?

In America, overall Facebook IS NOT prominent.

When in France, Facebook IS prominent.

And the role of Facebook with the Yellow Vests is significant as The Verge writes “How Facebook Groups sparked a crisis in France“, including an excellent point on the new algorithm which could be linked to what Bloomberg names “France Faces a Typical Facebook Revolution

All this confirms the role of trust within media which is the fondation of TrustedOut Corpus Intelligence. For this article, I decided to trust major media sites identified with high traffic and years in business.

More on this? Country comparisons

While distrust is general, trust definition is personal.

Here are 3 interesting facts (US data): 1/ people are spending more time following the news, according to Pew Research Center, 2/ distrust in news is severe and growing with 72% believing traditional major news sources reporting news they know to be fake, or purposely misleading according to a poll from Axios and SurveyMonkey and finally 3/ Trust in news depends on which news media you mean according to the Media Insight Project.

As the content you use makes your education, your opinions and, most importantly, your decisions-making, defining your trust is mandatory. This is the foundation of TrustedOut. We call it Corpus Intelligence. First targets: the $4B spent in text analytics ($10+B by 2023) to make this intelligence trustworthy and also everyone concerns with Brand Safety to help them define precisely their trusted brand perimeters.

PS: Must read article (This chart is coming from it): ‘My’ media versus ‘the’ media: Trust in news depends on which news media you mean

Corpus Intelligence on current corpuses

Today, your company is using analytics tools and thus, corpuses of content. Are you sure you know what you are feeding your intelligence tools with? Importing your existing corpuses to TrustedOut will help.

Let’s take an example of two corpuses, one for the USA and on for France, and ask TrustedOut if you are comparing apples to apples.

Now, let’s click on that “Corpus analytics” button to discover…

… the US corpus top category is “Cultures & Arts” while the French on is “Business”.

Click here to get the full business case

Behind the Business Case #1: Content orientations

Back in July, for the 5th event at the BPI (Public Bank of Investment, the largest sovereign bank in the world) on Silicon Valley vs France, we ran TrustedOut on on the corpus used for France for this event and check if political orientations would influence analytics.

And yes it did, as this slide shows:Later on, as we were working  on TrustedOut User eXperience, we decided to apply this to our customer journey. In other words, show case this business need of viewing a content orientation impact on your decision-making. Here it is in TrustedOut:

Click here for the whole business case

Grand opening!

Welcome to the brand new TrustedOut Blog. We are 4 co-founders, working hard to get TrustedOut in production in Q1 2019 and we’ll use this vehicle to share stuff with you. It’s also a way to engage with you, should you have questions. Hope you’ll enjoy it.