A release by Pollara on some research in north America makes some interesting points.

“Self-described social media users put far more trust in friends and family online than in popular bloggers, or strangers with 10,000 MySpace "friends."  Of more than 1,100 adults polled in December, nearly 80% said they were very or somewhat more likely to consider buying products recommended by real-world friends and family, while only 23% reported being very or somewhat likely to consider a product pushed by "well-known bloggers."  

Although the research indicates that popularity may not lead to credibility, it does indicate that some bloggers are indeed ‘influential’. The statement that over 20% of those asked would consider buying products recommended by well known bloggers, shows the importance of blog evaluation when researching brand perception / reputation

Just as many corporations begin to get their arms around this aspect of social media, the release suggests that: “59% of respondents considered social media very or somewhat important in learning about products, services, organizations, and brands.” 

It’s obvious that social media doesn’t stand still; it’s the runaway train of the media world. While it’s great to be an early adopter at the cutting edge of the forms that influence your brand It’s also good to stand back, take a considered approach and find out if the latest thing really does have an impact.  

A good starting point is to join the conversation, get involved and then ask your self…who do I trust?

Interested in trust...check out the Edelman 2008 Trust Barometer.