Building and measuring trust at LinkedIn: Using narrative analytics and other methodologies to measure, track and act

Jeff Marshall; Rogier Verhulst; Becky Owens; Sean O’Connor

LinkedIn, a professional networking platform, gained insights into measuring consumer trust in the USA.

Research shows that customer trust is a strong contributing factor to business success. Customers are more likely to advocate for a brand, stay loyal to that brand and buy first from that brand if they have established a lasting trust in the brand. Given that trust is a critical success factor, then, one would think that many companies would measure trust as a Key Performance Indicator (KPI) and—based on ongoing monitoring of that KPI—take specific, data-driven actions to improve trust.

As it turns out, however, trust is a very difficult concept to measure. The underlying causes of trust and mistrust...

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