Via Why Your Company Needs to Structure Properly for Social Media… Right Now | Edelman Digital: (emphasis mine)

Richard Edelman unveiled the 2012 Edelman Trust Barometer. It’s the twelfth year that we’ve conducted the study, which tries to answer the seemingly simple question: “Who do you trust?” One thing is clear from this year’s research: It isn’t your CEO.

Interesting post. I had not seen this kind research before. It’s a great question to ask.