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

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More About This Book

Overview

The New York Times and Wall Street Journal bestseller-now in a new, updated paperback edition

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. 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.

In this revised paperback version, learn how businesses are using the latest online social tools to build networks of influence and how you can use those networks to positively impact your business. Combining high-level theory and practical actions, this guide delivers actionable steps and case studies that show how social media can positively impact your business.

  • New edition features specific first moves for entering social media for small businesses, educators, travel and hospitality enterprises, nonprofit organizations, and corporations
  • Authors both have a major presence on the social Web as well as years of online marketing and new media experience
If you want your business to succeed, don't sit on the sidelines while new markets and channels grow. Instead, use the Web to build trust with your consumers using Trust Agents.
  • Chris Brogan & Julien Smith
    Chris Brogan & Julien Smith

Editorial Reviews

Library Journal
The Internet has come nearly full circle, albeit content today is more mainstream than scientific. The success of social-networking sites such as Facebook, Digg, Twitter, and LinkedIn suggests that the web is once again more about information sharing and collaboration than promoting goods and services. This doesn't mean that money can't be made in the medium but merely that key business practices have changed—or have they? Brogan, cofounder of a new media conference series, and trend analyst and consultant Smith lead readers through today's most popular social-networking outlets and present six easy-to-understand behaviors that can positively influence business and reputation. Case studies illustrate why some socially driven initiatives succeed while others don't; proper etiquette within the new frontier of the "human web" is also discussed. The authors make the cornerstone concept of a "Trust Agent" highly understandable, providing clear examples both pre- and post-Google. Moreover, they show how one can achieve success by leveraging the web to build relationships based on trust. VERDICT Highly recommended for anyone interested in fostering online relationships or cultivating business on the web.—Judy Brink-Drescher, Molloy Coll., Rockville Ctr., NY

Product Details

  • ISBN-13: 9780470743089
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 8/24/2009
  • Edition number: 1
  • Pages: 288
  • Sales rank: 903,112
  • Product dimensions: 6.10 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

Chris Brogan is a leadingauthority on blogs, highly ranked by Technorati.com. With over ten years of blogging and media making under his belt, Chris is one of the most widely read and respected bloggers on social software and methods out there today.

Julien Smith has been involved in Web communities for the last ten years. He was among the first adopters of podcasting and nowactively works with startups to help build a trusted audience on the Web.

Table of Contents

Acknowledgments.

Introduction.

1. Trust, Social Capital, and Media.

2. Make Your Own Game.

3. One of Us.

4. The Archimedes Effect.

5. Agent Zero.

6. Human Artist.

7. Build an Army.

8. The Trust Agent.

9. What's Next.

Index.

Customer Reviews
Average Rating 4.5
( 17 )

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  • Posted November 15, 2010

    more from this reviewer

    Helpful guide to gaining consumers' trust online

    Archimedes, the Greek mathematician and inventor, once said, "With a lever large enough, I can move the world." Today, the internet can be that potent lever "for increasing the power of what you do," according to social media gurus Chris Brogan and Julien Smith. The most effective way to use the web to improve your brand's "influence, reputation and profits" is to become a "trust agent" online. That requires developing strong, sustaining relationships with consumers who believe in you, respect you and see you as a helpful resource, credible expert and honest person. In this illuminating, witty guide, the authors explain who trust agents are, what makes them special and - most important - how you can become one. getAbstract recommends Brogan and Smith's tales of what individual trust agents have been able to accomplish in cyberspace. You'll realize all over again that the internet is a remarkably interactive, powerful medium - a lever indeed capable of helping you move the world.

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  • Posted April 8, 2010

    Very Useful

    For the professional (whether they are a marketer or otherwise), and the student (undergraduate or graduate marketing) this book is a very good resource. It provides an in-depth look at some of the things involved in social media marketing and provides actionable information that people can use to harness the power of Web 2.0 in their workplaces.
    I particularly enjoyed Chapter 4, the Archimedes Principle. The focus was on, predictably, leverage: getting the most result for the least amount of work. The focus of the bulk of the chapter is on time leverage, but the general principle holds true not only in social media marketing, but in organizational culture as well. As with the other chapters in the book, this one was peppered with useful information and specific websites/tools that one can use to enahnce their lives, work time, etc.
    It's easy to see from this book why Chris Brogan has done so well. For anyone who is interested in this sphere, and has a basic working knowledge of Web 2.0, then it's a great resource and really enlightening.

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  • Posted April 4, 2010

    I Also Recommend:

    How to become a successful blogger - the easy way

    How much time have you spent trying to understand the secret behind successful bloggers? My bet is that quite a lot. Chris Brogan and Julien Smith wrote a very easy to follow "how-to" book. Although it is not a step-by-step instruction book, Trust Agents walks you from finding your niche (Make Your Own Game chapter), to becoming "One of Us", to understanding how to leverage the human networks in a digital space, and how to build people's trust in the process.

    It turns out that achieving success in the Blogosphere is not as complicated as it might sound. And anybody - regardless of previous experience and knowledge - can achieve success. All that is required is passion, understanding of how online communities work, how to build their trust, and how to lead them. Easy.

    Was this review helpful? Yes  NoThank you for your feedback.   Report this reviewThank you, this review has been flagged.

  • Posted October 29, 2009

    more from this reviewer

    Read this to find out how to be successful in social networking

    Some people understand that they should listen, be helpful, and be valuable to others online. Too many people jump onto Twitter and other social networking sites to sell to everyone. This book discusses how to be human and interesting online (and why).

    Ideally you should read this book before you join social networking sites, but it also has many takeaways for people who are already online and for those who are social networking professionals.

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  • Posted June 21, 2009

    I Also Recommend:

    Should You Trust the Author

    I cowrote this book with Julien Smith, so should you trust me? Seems like a great way to start a discussion about a book dealing with trust and how the online world has changed the equation. We've moved from asking our neighbors to believing advertising to asking people we've never met what they think about an issue.

    How does this work? And if you represent a business, how can you be sure that YOU are trusted? What makes some people influential in this new online space, and how come some big names with established brands and credibility can't yet crack the code of business-meets-online-relationships?

    Our book is not about social media. It's about business and how the web changed everything. Learn about how Frank Eliason changed customer service at Comcast. We think he's started something that will become the de facto standard of customer service.

    Find out why we call Perez Hilton the patron saint of changing the game.

    I think it's a decent book. It's not exactly scholarly. It's not a step-by-step manual, although there are tons and tons of actionable moves to take.

    I'm proud of my work on it. I hope you like it, too.

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