Trust Agents added January 22, 2011

Social media is becoming increasingly important, but it is still possible to waste a great deal of time with it. Tools like Facebook and Twitter empower increased communication, but communication is not valuable simply because it exists. As the level of "noise" on the web increases, it becomes more and more important to have a true platform and provide valuable content. As with search engines, so with online connections: good content rises to the top.

There is a strong interconnection between information technology and business: the technological tools are employed to serve the objective of the business. This is also true of personal use of technology: the tools are typically secondary means of realizing a primary goal that simply happens to rely upon technology.

The introduction of Trust Agents describes the perspective of the authors on mastering the web for making connections:

It's not exactly the technology du joir that one should focus on, because technologies come and go.

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So, try not to focus on the tools. Instead, put your energy into learning how these tools encourage certain interactions, how they might be leveraged to build different types of experiences with potential customers, with competitors, with the very fabric of how the Web's information is wired. Focus on connecting with the people, and the tools will all make sense.

Brogan and Smith use the term trust agent to refer to someone who effectively leverages social media technologies to create valuable connections and interactions:

People who humanize the Web are trust agents. People who understand the systems and how to make their own game are trust agents. People who connect and build fluid relationships are trust agents.

The book is interspersed with useful action steps for becoming more involved with the developments that are happening on the Web. Whether for personal branding or raising awareness for a particular cause, the steps are beneficial.

Sample actions (with directions contained in the book) are:

• create a blog and become involved with the blogging community
• identify gatekeepers and become a gatejumper
• learn and follow protocols for social networks
• learn about content marketing in blogging
• watch before participating in online discussions
• learn how to establish new connections online
• find your natural group of peers online
• connect with the rising stars in your industry
• make an impact by communicating often
• learn how to leverage your position
• use business cards effectively
• develop a habit of response
• build a listening station for tracking online mentions of something

While no single book contains all of the knowledge necessary for mastering the Web and the tools available for facilitating change through it, Trust Agents is an important contribution to the literature on the link between business and technology. Read and implement the useful tips, and your online presence will be improved. Given the rapid rate of change in all things Internet-related, it is important to master the non-technical aspects of the Web, to be empowered to make technical changes as necessary.