I recently had the pleasure of presenting to the APSCo meeting in Manchester, where we presented ideas around online reputation for recruiters, or “Reputation 2.0″.

We’re always talking about how consumers are more savvy than they’ve ever been, that they can see right through all the brilliant, creative advertising campaigns, marketing efforts and stratgic PR placements.

So, it was not surprising to see the results of this recent report on marketingmag.com.au that showed 54 per cent of Australians can think of an organisation they don’t trust anymore. And aparently banks and telcos have suffered the greatest dip in consumer trust. Paul Gardner from Grey who created the report with Sweeney Research says:

Consumers want proof that a company is what it purports to be.

The good news is that the web now allows organisations a way to engage with consumers on a different level and really show them that they are what they purport to be and begin to re-build that trust.

There is no better way to build trust - or perhaps no more risk-prone way - than doing it online. Your online reputation is quickly becoming the most important one you need to be aware of and manage. The growing popularity and transparent nature of social media allows consumers to see right through an organisation.

For those organisations with nothing to hide - this is a good thing. Its those who have been using advertising, marketing and PR to portray an image that does not reflect their core values who will be unmasked when the web gives consumers x-ray vision.

A brilliant book by Chris Brogan and Julien Smith, Trust Agents, has some great insights into how to do just that. It is highly recommended reading - I’ll post some highlights from it soon.

Written by Sarah Thomas, Managing Director of Carve Consulting (Australia).