Book Reviews

'Trust Agents'

April 24, 2012

Today's online influencers are Web natives who trade in trust, reputation, and relationships —using social media to accrue the influence that builds up or brings down businesses online. In "Trust Agents," published by Wiley, Chris Brogan and Julien Smith describe how to tap into the power of social networks to build your brand's influence, reputation, and profits.

Brogan is a leading authority on blogs, highly ranked by With more than 10 years of blogging and media-making under his belt, he's one of the most widely read and respected bloggers on social software and methods.

Smith has been involved in Web communitites for the past 10 years. He was among the first adopters of podcasting, and now actively works with start-ups to help build a trusted audience on the Web.

"The way people use the Web is constantly changing," note the authors. "People have become more wary of where the information they receive comes from, and with good reason. 

"It's difficult to reach out and do business with people using the Web," they add. "This is especially true in an environment where trust isn't previously established and where the prospective customer has access to far more information about your organization, products, and services than ever before."

In "Trust Agents," learn how businesses are using the latest online social tools to build networks of influence, and how your credit union can use those networks to positively impact its business.

Also included are specific first moves for entering social media for small businesses, educators, travel and hospitality enterprises, nonprofit organizations, and corporations.

If you want your business to succeed, say the authors, don't sit on the sidelines while new markets and channels grow. Instead, use the Web to build trust with consumers.

Brogan will be a keynote speaker at CUNA's America's Credit Union Conference, June 17-20, in San Diego.


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