Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust / Edition 1

Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust / Edition 1

4.4 11
by Chris Brogan
     
 

ISBN-10: 0470743085

ISBN-13: 2900470743088

Pub. Date: 08/24/2009

Publisher: Wiley

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

…  See more details below

Overview

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.

Read More

Product Details

ISBN-13:
2900470743088
Publisher:
Wiley
Publication date:
08/24/2009
Edition description:
New Edition
Pages:
288

Table of Contents

Acknowledgments ix

Introduction xi

1 Trust, Social Capital, and Media 1

2 Make Your Own Game 32

3 One of Us 75

4 The Archimedes Effect 117

5 Agent Zero 149

6 Human Artist 189

7 Build an Army 221

8 The Trust Agent 239

9 What's Next 263

Index 289

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >

Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust 4.4 out of 5 based on 0 ratings. 11 reviews.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
RobHES More than 1 year ago
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.
DanielaAxinte More than 1 year ago
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.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
JenBeever More than 1 year ago
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.
Anonymous More than 1 year ago
ChrisBrogan More than 1 year ago
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.
Anonymous More than 1 year ago