“When trust disappears from an environment, everything becomes more expensive for everyone. For producers of goods and services, it means that they need to spend significantly more on marketing and sales to achieve the same results with skeptical customers. For consumers of goods and services, it means that they must conduct a lot more due diligence before making their buying decisions.”
Francois Gossieaux and Ed Moran, in their new book: The Hyper-Social Organization: Eclipse your competition by leveraging social media
The authors claim that the right application of social media will restore humanity to business communications. That. they say, will “bring trust back into the equation and reduce transaction costs for all parties involved.”
Sounds grand, but I buy it. People want to trust each other. Life is easier that way.
But you have to give them grounds for trusting you.