aug 31, 2009 0
There is no way back but Trust
What’s missing in the debate about new media is mostly that the new media are not about the media. They are about something else, grander, more profound and much more involving: They are about changes in how we relate to each other. A new book is out, which takes yet another look at how relationships are the most meaningful currency of modern communication.
Where will the customers go, if you trust them and are trustful? Who knows, but if you do well and honor the relationship, they'll leap in your direction. (Image from www.maxwangerblog.com)
Be hospitable towards the messenger
Social media is not in itself changing the world. But because Social Media is user-oriented, user-friendly, well, pretty much user-generated, they provide the perfect place for dialogue, meetings, exchanges, which were not previously available or in demand, since no (product or company oriented) company had ever bothered to provide the service. That’s why the criticism in old school media of Facebook and Twitter are echoing the skepticism from the time when things like phones, radio and tv were the dangerous new media. They should stop trying to kill the messengers, and try to learn in stead. Not to say that being observant and critical is not in place. Of course, there’ll be flaws and people exploiting the new possibilities, but primarily the new media brings a brush of unseen and -heard opportunities for anyone caring to investigate. And equally offcoursical, we should spend time making things better and not let the inner gadget freak make all our decisions.
This isn’t “trust so you can make a sale.” Rather, build trust and establish a relationship, period—for the sake of that trust and relationship alone. The sale is neither here nor there until the relationship is established.
Trust Economies: Investigations into the New ROI of the Web. By Chris Brogan and Julien Smith
In trust we trust
Despite what some people may think or want the old world of selling by means of cajoling, convincing and mass marketing is coming to a closure. Not because companies want to or because some media experts have done their job well, but because customers want to be treated like… people, like humans. They want to be able to trust the companies they put their money in, they want to build relationships with the institutions or firms, which take up their time and ressources. If ever relationships were relevant, this is the time. It is time to get busy building trust, or get busy surviving from day to day in a world of fierce competition and internet fluent customers.
For further reading and inspiration on this subject: A “summary” from Chris Brogan and Julien Smith’s book “Trust Agents”
