Cover image for Trust Agents, 10th Edition

Trust Agents, 10th Edition

Author Chris Brogan , Julien Smith
Release Date: 2020/07/01
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Book Description

The 10th Anniversary Edition of Trust Agents helps companies get back on track in their efforts to build reputation, attention, and trust 

In the years since authors Chris Brogan and Julien Smith first released their groundbreaking book Trust Agents, social media channels have become inundated by questionable, low-quality content. As a result, many businesses have suffered from damaged reputations and poorly performing social media initiatives. The power of social media is as strong as ever, yet businesses are struggling when trying to re-capture the trust and attention of their audience. This special 10th Anniversary Edition of Trust Agents helps companies of all kinds regain their reputation and re-establish the attention and trust of the marketplace.

Celebrating a decade in print, this New York Times bestseller has been thoroughly revised and updated to reflect the new business realities of social networks and the latest digital technologies. All-new content and supplemental materials show business leaders how to attract the right kind of attention, communicate directly to specific groups, and leverage human innovation and originality in this age of Artificial Intelligence and automation. From using the latest social apps and platforms to build trusted networks of influence, to implementing laser-focused marketing strategies to cut through the digital clutter, critical information is supported by real-world examples and case studies, advanced theory, and practical, actionable guidance. This must-have guide:

  • Provides expert advice on creating and growing brand influence
  • Features specific strategies for small businesses, nonprofits, the hospitality industry, corporations, and more
  • Discusses the six main tenets of trust agents and their use
  • Explores online tools that foster better relationships, increased sales, and greater profits
  • Explains the relationship between trust, social capital, and media

The 10th Anniversary Edition of Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust is a valuable source of knowledge for any organization operating in the Digital Age.

Table of Contents

  1. Cover
  2. Acknowledgments
  3. Introduction
    1. We Had Lots of Predictions, Hunches, and Ideas
  4. 1 Trust, Social Capital, and Media
    1. The Connected Guy
    2. Stanley Kubrick
    3. Why Is This Important?
    4. What Is the Truth, Anyway?
    5. Humanizing the Web
    6. Transparency
    7. How Trust Is Modified by Media
    8. Why Trust Agents, and Why Now?
    9. The Matrix Thing
    10. Media and What They Do
    11. Why Trust Agents?
    12. The Basics: Social Capital
    13. Put It On Paper
    14. The Six Characteristics of Trust Agents
    15. What Comes Next
  5. 2 Make Your Own Game
    1. Poster Child?
    2. Set Your Own Rules
    3. Gatejumping: An Example
    4. New Games
    5. What Gatejumping Has to Do with Trust
    6. Seeing Your Own Way
    7. A Note about Games
    8. The Three Methods of Games
    9. The Importance of Moving First
    10. The Tic-Tac-Toe Corollary, or Now What?
    11. Note
  6. 3 One of Us
    1. Who Are These Geeks, and Why Are They Important?
    2. The Importance of Being Human
    3. The Trust Test
    4. Trusting Strangers
    5. Status Paralysis
    6. (Most) Buzz Is Suspect
    7. The Rise (and Hopefully the Fall) of “Influencers”
    8. The Warmth of an Intentional Community
    9. Being a Good Citizen
    10. How Public Discourse Magnifies Social Capital
    11. Half-Strangers and the Rise of “Friends”
    12. The Business Value of Friends (and How Not to Be Scummy)
    13. Mass Microevangelism
    14. The New Community
    15. A Sense of Belonging
    16. Friends as Gatekeepers
    17. The Power of Taking the First Action
    18. How to Screw Up (and How to Fix It)
    19. How Not to Be One of Us (about Elitism)
    20. Raising Up versus Sucking Up
    21. The Currency of Comments and Replies
    22. You Must Earn Your Place in Communities
    23. Businesses That Understand How “One of Us” Works
    24. Original Good Guys (from 2009)
    25. Trust Agents for 2020
    26. Trust Agents Are Not Infiltrators
    27. A Final Lesson: Don't Be “That Guy”
    28. Notes
  7. 4 The Archimedes Effect
    1. What Is the Archimedes Effect?
    2. A Basic View of Leverage
    3. An Introduction to Arbitrage
    4. A Young Man's Primer
    5. The Path of Least Resistance
    6. Owning the Largest Game in the World
    7. Existing Infrastructure
    8. How a Trust Agent Uses Time
    9. How a Trust Agent Leverages Social Media
    10. Fish Where the Fish Are
    11. About Recommendation
    12. Things to Stop and Things to Start
    13. Summing Up the Stops and Starts
    14. Using Leverage to Build Dad-O-Matic
    15. Leverage and the Third Tribe
    16. Wait, It Sounds Like You're Saying…
    17. Finally, Why We Used Traditional Publishing
  8. 5 Agent Zero
    1. It's Not Who You Know, It's Who Knows You
    2. Agent Zero Connects the Web
    3. Agent Zero at Work
    4. Awareness
    5. Attention
    6. Influence
    7. Reputation
    8. Authority
    9. What's Next?
    10. Note
  9. 6 Human Artist
    1. What If Etiquette Isn't a “Nice to Have” Skill?
    2. A Micromanifesto from Us Digital Natives
    3. The Basic Stuff
    4. The Golden Rule Ports Nicely to the Web
    5. Transparency and Anonymity as Feedback
    6. Empathy as Feedback
    7. Lurking versus Jumping In
    8. The New Customer Service
    9. Keeping Connected Across Distances
    10. Talking about the Weather
    11. One-Way Intimacy
    12. How Human Artists Sell on the Web
    13. Getting Strangers to Trust Us
    14. One Simple Answer to Several Thousand Questions
    15. First Impressions
    16. Everyone Seems Like an Expert
    17. Sharing versus Hoarding
    18. From the Individual to the Group
  10. 7 Build an Army
    1. You Can't Do It Alone
    2. Your Generals: The Mastermind Group
    3. Why an Army of Ronin Might Not Work
    4. The Power of Asynchronous Aggregation
    5. Mechanization: How the Web Works When You're Not There
    6. How the Web Helps Create Democracy
    7. The Ease of Spreading Information
    8. Scale: The Importance of Café-Shaped Experiences
    9. Bring Your Own Dial Tone: Small Powerful Networks
    10. The Social Contract
    11. Give Your Ideas Handles
    12. The More Who Gather
    13. Note
  11. 8 The Trust Agent
    1. Art, Business, the Web, and Humans
    2. How This Relates to Your Career
    3. Master Tomorrow's Radios
    4. How Frames and Perspective Matter
    5. “Yes, and…”
    6. How to Make Friends (and Why It Matters)
    7. Start Small
    8. The One Difference
    9. Be Wary of Praise and Awards
    10. Six Games You Could Have Made and Still Can
    11. If You Were to Write the Next Chapter
    12. How You Can Help
    13. Three More Things You Can Do to Add Value
    14. Ways People May Trash the Lessons in This Book
    15. Where We're Going in the Next Few Years
    16. Note
  12. 9 What's Next
    1. There's Still So Much to Do
    2. Different Jobs Trust Agents Might Have
    3. Trust Agents for Real Estate
    4. Scaling Trust
    5. Trust, Multitasking, and Sacrifice
    6. Is Being a Trust Agent Just About Being a Good Person?
    7. It's All Sales
    8. Selling the Ideas of Trust Agents into Your Organization
    9. Platform Matters
    10. Cars and Trust
    11. Measuring Trust
    12. But Measuring the Tools We Use to Build Trust? Sure!
    13. How Do You Grow?
  13. Index
  14. End User License Agreement
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