Trust Agents

About the Author

Chris Brogan is the co-founder of PodCamp, a widely recognized conference series that focuses on the use of social media to foster business and personal relationships. Brogan is also a prominent blogger and speaker, known for his insightful commentary on social media strategies and personal branding.

Julien Smith is a veteran trend analyst with over a decade of experience managing online communities. Smith has built a reputation for helping companies navigate and capitalize on disruptive changes within their industries. Together, Brogan and Smith bring a wealth of knowledge and practical experience to their work, providing a unique perspective on leveraging the web for building influence and trust.

Main Idea

"Trust Agents: Using the Web to Build Influence, Improve Reputation and Earn Trust" explores how individuals and businesses can use social media and other online tools to establish themselves as trustworthy and influential figures. In a digital landscape where traditional marketing methods often fall short, the book emphasizes the importance of authenticity, transparency, and genuine relationship-building. Trust agents, as described by Brogan and Smith, are those who excel at using the web to humanize businesses and foster trust, thereby enhancing their reputation and influence.

Table of Contents

1. Introduction: Hey, I Know You. Have We Met?
2. Trust, Social Capital, and Media
3. Six Behaviors of Trust Agents
4. Make Your Own Game
5. One of Us
6. The Archimedes Effect
7. Agent Zero
8. Human Artist
9. Build an Army
10. The Trust Agent

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

The introduction sets the stage by acknowledging the shifting dynamics of marketing and business communication in the digital age. Traditional approaches no longer yield the same results, and there's a need to adapt to the more humanized and interconnected nature of the web. This chapter highlights the concept of trust agents—individuals who thrive in this new environment by leveraging transparency, honesty, and genuine connections to build influence and trust.

Trust, Social Capital, and Media

Trust agents are the power users of modern web tools, often learning through experimentation rather than formal training. They excel at building healthy, honest relationships and using these connections to spread their influence far and wide. The chapter delves into the idea that trust and social capital are more valuable than traditional marketing efforts, as consumers are more likely to be influenced by personal connections and recommendations than by corporate messages.

Building Influence

Influence in the digital age is built through consistent and meaningful interactions. Trust agents understand the importance of being genuine and approachable, which helps them build a loyal following. They use various platforms—blogs, social media, and podcasts—to engage with their audience, share valuable content, and establish themselves as authorities in their fields.

Sharing Influence

Trust agents not only build influence but also share it with others. They amplify the voices of those they trust and respect, creating a network of influence that benefits everyone involved. This collaborative approach helps trust agents expand their reach and enhance their reputation as generous and supportive individuals.

Six Behaviors of Trust Agents

Brogan and Smith identify six key behaviors that define trust agents and set them apart from traditional marketers: