The bestseller “Trust Agents,” by Chris Brogan and Julien Smith, hits a big nerve today, one epitomized in its subtitle: “Using The Web To Build Influence, Improve Reputation and Earn Trust.”
I suspect just about everyone who cares to grow their business or profits will want to know how to do that.
One feature of “Trust Agents” I really liked is the number of tools the authors provide so that you can actually take action. There are tidbits on how to get followed on Twitter, how to use LinkedIn and secrets to successful blogging.
Something was missing from the book, though. What I’d really like to know is how a person can manage all the social media they are supposed to be using in 45 minutes or less a day.
That aside, it’s virtually unarguable that building online trust in your company is most important today, a point the authors argue with compelling examples. As legendary advertiser David Ogilvy said, “People must trust you to buy from you, and the more they trust the more they buy.”
Here are some of the book’s top points:
• Focus on how to use Internet tools to connect and build relationships with customers. Avoid concentrating on making the tools make sense to you. Look toward seeking connections with people through different avenues to create a unique experience with potential customers.
• Become a “one of us” trust agent in order to gain credibility and belong to an online community. A community relates to and trusts those who appear to talk like them, hang out at the same places they do and will be seen as honest and genuine in their opinions.
• Embrace the new or be willing to tweak the old. Make your own game by looking to be where the competition isn’t. Try something small and finite, and then larger and finite, and then complex and finite. Don’t be afraid to play around with a new online strategy.
• Broaden your network by commenting on people’s blogs. Better yet, create a blog for your company, preferably with an interesting name unrelated to the company to connect with more people and increase interest. Example: This year, I launched the blog, ManageMyEmployees.com, and in just two months a Denmark magazine for 2,500 leaders across Europe has asked to reprint one of my articles.
• Build your online credibility by using a professional domain name, having an “about us/me” page, including a picture of the author, joining several networking sites, increasing blog content and building longevity for your site.
• Be human. On an online forum I subscribe to I saw a post by Brogan, so I sent him a comment and mentioned that I was buying his book. His prompt reply was warm, personable and yet a little odd at first glance. He said, “and Mark I look forward to getting to know you.” Before reading “Trust Agents,” I didn’t get it. Then I read “Trust Agents” and realized what Brogan was saying: that building relationship online is the critical first-step to building trust online. “The new online world is about relationships, not campaigns,” the authors implore.
Bottom lineIf you know the ins and outs of social media and the Web already, skip this book. However, if you’re still learning and want a solid list of actions to take, then buy it. Just don’t expect the book to show you how to do it all – in 45 minutes or less a day.
Springfield-based consultant Mark Holmes speaks nationally on increasing employee and customer retention and improving employee performance. He is the author of “Wooing Customers Back” and “The People Keeper,” and writes a blog at www.managemyemployees.com. He can be reached at mholmes@managemyemployees.com[[In-content Ad]]
