Trust is ...

Watching a little TV this morning and the Amica Trust commercial came on. You know the one...

 

It defines trust - what it means; how it's earned; receiving it; and, how friends are made. These are all good points and ones that I'm sure Chris Brogan and Julien Smith make in their book called Trust Agents (no, I'm not the owner of the book just yet. But I'll check it out I'm sure).

All this talk about trust has me thinking about my role as a PR exec and consultant to companies that look to us to help them navigate the vast ocean that is social media. Some companies can sail along and navigate as they were an old salty dog and get to point A to B without fail. Some, are like George Clooney and Mark Wahlberg in the Perfect Storm as they are trying to get up that last big wave....and fail.

Well, unfortunately, lots of companies are still dock side dipping their toes into the waters. As consultants, it's our job to be those salty dogs and encourage them to get into the ship. We will be their guide. We will be their eyes and ears. We, as Chris and Julien would say, are their Trust Agents.

What is your definition of trust and how does it relate to your job?