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Posts Tagged ‘Julien Smith’

Is Social Media Marketing Eroding Trust Online?

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It’s a question we’ve been asking ourselves more and more lately, in light of recent findings such as Edelman’s Trust Barometer, that revealed the number of people who view their friends and peers as credible sources of information about a company dropped by almost half, from 45% to 25% since 2008.

Pete Blackshaw, exec VP of Nielsen Online Digital Strategic Services wonders the same, and details in a recent AdAge byline, “Why It’s Time to Hit the Reset Button on Trust.”

Given this, we reached out to the person who — literally — wrote the book on trust.

Julien Smith, co-author of Trust Agents with Chris Brogan told us, “People feel they are being sold by their peers and stuff they do on networks, so trust erodes,” while noting that the process is “natural.”

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Chris Brogan on Building Trust And Its Impact on Business

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“I use trust to move revenue,” said Chris Brogan at an event held at the Harvard Club in New York this morning. Brogan was joined by his Trust Agents co-author Julien Smith, alongside David Maister and Charlie Green, authors of The Trusted Advisor.

The panel discussion examined how trust, one of the basic human qualities, can be earned and developed within communities not just for marketing or business purposes, but because, “people trust people, people don’t trust companies,” said panelist Charlie Green.

Smith added that the concept of trust hasn’t changed, but “the megaphone has changed,” referring to new media. Brogan took things one step further when he asked, “What if you made your most disgruntled customer your CMO? What effect would that have on your business?”

However, Brogan isn’t one to be vague when it comes to the end goal of building trust. He kept getting back to revenue and concrete business goals when asked how he measures his work with clients. “Yield over time” and “driving awareness into the sales funnel,” were two specifics he mentioned. Does this sound shallow? Perhaps, but Brogan and the panelists all insisted that businesses must move profitability from simply an “objective” to a “sideways outcome.” Meaning: make good stuff, treat people right, and the profits will follow.