IN THIS SUMMARY
In Trust Agents Chris Brogan and Julien Smith present strategies for businesses and individuals to build relationships with consumers on the Web that foster trust. In the age of the Internet, when information is available 24/7, customers can discover everything they want to know about a product or service instantly. Companies know that people no longer believe advertisements and marketing brochures. They need to earn potential customers’ trust and the best place to do that is on the Web – the hub of information, technology, and social networks. Companies realize that trust is a valuable commodity that is difficult to establish online. That is why they rely on trust agents, the digital natives who master the new technology, set up communities through social networking sites, and create opportunities for a company to build up a brand and establish a positive reputation.