HR Hero Line editor Wendi Watts reviews the book Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust by Chris Brogran and Julien Smith. She says that the book is not a how-to book on social networking or social media, but rather an insightful look at the concept of trust and how you win trust in the digital age.
A long time ago, in a land where network television ruled and all phones had a cord, the rules of mass communication were simple. Building influence, improving your reputation, and earning customers’ trust required lots of money, talent, and time to get your message out to the masses. Today, in less than two minutes you (or your unhappy customer or irate employees) can set up a Twitter, Facebook, or MySpace account at no cost and build your own mass audience. And your friends or followers can spread your message to their audience with just the click of a mouse.