This document discusses ways to enhance credibility for online social marketing campaigns. It reviews how online interventions can influence behaviors and lists some costs of distrust on the internet like fraud. It also examines how credibility, trustworthiness, and expertise impact persuasiveness. Surveys and scales are presented that can evaluate a website's usability, trustworthiness, and credibility. Guidelines are provided for improving credibility through features like verifying information, showing organizational expertise, and keeping content up to date.

1. A social marketing website you can trust National Social Marketing Centre Second National Social Marketing Conference 24 September 2007 Brian Cugelman, Mike Thelwall, Phil Dawes University of Wolverhampton Statistical Cybermetrics Research Group and the Wolverhampton Business School http://cybermetrics.wlv.ac.uk

3. 1. Growing Internet usage

4. Computers, hosts and users Computer Industry Almanac, Forrester, International Telecommunication Union, The Domain Survey

5. Web 2.0 Alexa using the reach measure. http://www.alexa.com/site/help/traffic_learn_more

6. 2. Online behavioural change interventions

8. 3. ‘Costs’ on the Internet (crime, deception and mistrust)

9. Costs to businesses from e-fraud (billions) CYBERSOURCE (2007) 8th annual online fraud report. CyberSource Corporation.

10. Costs to individuals from e-fraud (millions) National White Collar Crime Center, Federal Bureau of Investigation (2006) Internet Crime Report

11. Oxford Internet Survey 2007 Report: The Internet in Britain DUTTON, W. H. & HELSPER, E. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain. Oxford Internet Institute.

14. 4. Credibility, trust and behaviour

18. Which photo could increase or decrease text credibility? NGUYEN, H. & MASTHOFF, J. (2007) Is it me or what I say? Source image and persuasion. Persuasive 07. Springer.

20. Trust (dependability) Truster Trustee Bad outcome - Good outcome + DEUTSCH, M. (1962) Cooperation and trust: Some theoretical notes. Nebraska Symposium on Motivation. Lincoln, University of Nebraska Press. A. Ambiguous path B. Trustee controls outcome Start with an object of motivational relevance C. Bad outweighs good

22. Generalized trust and Internet use Analysis by Cugelman (2007) with data from the European Social Survey (the ESS) (r=0.232, N=45,414, P<0.01, one-tailed)

23. 5. Enhancing e-credibility for online social marketing