Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust

Introduction: Hey, I Know You. Have We Met?

We have some ideas about you, and we were curious to see whether they're correct. If you're reading this book, you're most likely a business professional, perhaps a small business owner, or maybe someone in marketing, public relations, or some other communications world. Or perhaps you're a technologist, such as a Web designer or a software engineer. If you are, you're the kind who acts as that amazing bridge between the bosses and the gearheads. Are we right?

You might be the "social media evangelist," official or otherwise, at your organization (big or small). You read some blogs. You might even subscribe to a few podcasts, and you know the difference between a wiki and a Twitter. Your official title doesn't necessarily match this passion, but you're looking for a way to take advantage of some kind of opportunity that lets you do this kind of stuff for business.

Perhaps you've been noticing that the older approach to marketing, PR, advertising, business communication, and other activities on the Web aren't pulling as well as they used to, and you're wondering what comes next. You've read all about how you should be "joining the conversation" and how "Web 2.0 is about the wisdom of crowds." While you're not entirely sure what to do next, you're very sure that people no longer blindly respond to typical advertisements or other traditional marketing.

In short, you've come to this book looking to improve yourself and, specifically, to improve ...