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

Brogan, Chris; Smith, Julien

Hardcover

ISBN 10: 0470743085 ISBN 13: 9780470743089

Publisher: John Wiley & Sons Inc, 2009

Synopsis

How to tap the power of social software and networks to build your business

In Trust Agents, two social media veterans show you how to tap into the power of social networks to build your brand's influence, reputation, and, of course, profits. Today's online influencers are web natives who trade in trust, reputation, and relationships, using social media to accrue the influence that builds up or brings down businesses online.

The book shows how people use online social tools to build networks of influence and how you can use those networks to positively impact your business. Because trust is key to building online reputations, those who traffic in it are "trust agents," the key people your business needs on its side.

• Delivers actionable steps and case studies that show how social media can positively impact your business
• Written by authors with over ten years of online media experience
• Shows you how to build and wield influence online to benefit your brand
• Combines high-level theory with practical step-by-step guidance

If you want your business to succeed, don't sit on the sidelines. Instead, use the Web to build trust with your consumers using Trust Agents.

About this title

From the Inside Flap:

There's no question that the Internet has changed the way we do business—especially when it comes to marketing. Consumer environments are short on trust and populated by consumers who are cynical, savvy, and informed. Though it's easier than ever to reach your customers, it's less likely that they'll listen. Today, the most valuable online currency isn't the dollar, but trust itself.

At the same time, social networks and personal connections have far more influence on consumers than your marketing messages ever will—unless your business knows how to harness them. In Trust Agents, two social media veterans show you how to tap into the power of these networks to build your brand's influence, reputation, and profits.

Trust agents aren't necessarily marketers or salespeople; they're the digitally savvy people who use the Web to humanize businesses using transparency, honesty, and genuine relationships. As a result, they wield enough online influence to build up or bring down a business's reputation. This book will show you how to build profitable relationships with trust agents, or become one yourself.

In an online world defined by its transparency, becoming a trust agent is no easy task, but once you've established your reputation, you can build influence, share it, and reap the benefits of it for your business. When you've learned a trust agent's secrets, your words can carry more power and more weight than any PR firm or big corporate marketing department.

Learn to use the power of the Web and social networks for your business now. Trust Agents gives you all the tools and strategies you need to do it the right way—honestly, effectively, and profitably.

From the Back Cover:

"Wow! Every once in a while you find a book that is asit up in your chair, take notes, tell your friends, change your lifebreakthrough. This is that book. No kidding, you can trust me."
—Seth Godin, author of Tribes

"Business success today is as much about therelationships you cultivate with consumers as it is about yourproducts or services; for us at GM, the power is in combining the relationship with customers with truly exciting, brilliantly designed, and superblyexecuted vehicles. Chris and Julien have written an excellent primer on how to navigate this new environment, and how to earn the trust of thecommunities upon whom we increasingly depend."
—Fritz Henderson, CEO, General Motors

"This book gives marketers permission to be human. In fact,it goes as far as suggesting it might be a benefit. Get it, read it, share it!"
—John Jantsch, author of Duct Tape Marketing

"The foundation of all great marketing—online or offline—is trust.This book explains how to gain people's trust and turn it into apowerful force. Brogan and Smith are hardworking guys whoknow how to use the Web's tools to build business."
—Guy Kawasaki, cofounder, Alltop.com and author of Reality Check

About this edition

• Publisher: John Wiley & Sons Inc
• Publication date: 2009
• ISBN 10: 0470743085
• ISBN 13: 9780470743089
• Binding: Hardcover
• Edition number: 1
• Number of pages: 271