I recently heard about new book, “Trust Agents: Using the Web to Build Influence, Improve Reputation and Earn Trust,” co-authored by Chris Brogan and Julien Smith. I can’t wait to read it. As I understand it from my quick research, the book explains how brands can use the web – specifically social networks on the web – to engage in honest, reciprocal relationships with potential clients and partners in order to build groups of loyal brand evangelists.

Lisa Barone, chief branding officer of Outspoken Media, offers a great rundown of the different concepts covered in the book.  You can read it on her blog.

I think the concepts that Chris and Julien have to offer in their book are universally useful. They are guidelines that not only apply to social media, but have relevancy in other types of marketing as well. Ultimately, people want to have meaningful relationships with the products, services and people they come in contact with. And, if that relationship is nurtured properly, it will lead to trust. Trust leads to social capital which leads to referral which leads to, potentially, growing profits for a company.

By offering relevant content of value and by listening to your audience, you as a brand can begin to build your own network of brand evangelists. Think about how you can do this not only via social media, but through all of your corporate marketing communications, direct marketing, advertising, and personal interactions.

There’s a powerful currency that’s always been stronger than the dollar (or whatever you call it depending on location). It’s called trust and it can take you further that any paper dollar or coin ever could.