People trust what they know personally or have a connection to. This is borne out by the study recently made by Invoke Solutions and quoted in a recent study by eMarketer.
And then perhaps even more interesting to me was the analysis of what inspires trust in Social Media.
My conclusion from all this is that Tweets are going (if not already have become) a lot of noise. I use Tweetdeck to see what's happening but frankly I find it all tiresome and my views on it are decreasing. I go for weeks without looking at it - unless I am feeling narcissistic!
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