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Trust, as defined by Wikipedia, is a relationship of reliance. Trusting others means that we believe they will keep a previous given promise. It is an investment, because we give it before we get something in return. Trust is social capital and as far as I am concerned, it is not the only investment that is becoming riskier every day.

According to a recent survey carried through in Europe and North America by the German institute GfK (Gesellschaft für Konsumforschung) only 18% trusted politicians, 28% trusted advertising managers, 33% trusted bosses and 41% journalists. Devastating results in my opinion. Is behavior – because that is what it is all about – changing fundamentally as a consequence? At present I don’t have the impression that it is, at least not on a large scale. This is unfortunate, because we have the tools, i.e. the social web, to make ourselves heard and to initiate change. The social web aggregates and distributes dissatisfaction and mistrust just like any other information.

What is holding us back? I hear all the time that one individual experience and/or opinion doesn’t make a difference? It is true when everybody believes it, because many individual opinions will remain solitary. Using the multiplier effect of the social web has the potential to change that, but won’t do the job for us. We have to stand up and take an active part. We have to push the process and initiate the change we want to happen. Joining social networks but remaining passive and waiting for a personal miracle doesn’t work and will only increase our personal level of frustration. We need determination and stamina. One negative post on an unsatisfactory product and/or service won’t instantaneously and automatically lead to millions of followers.

Our would-be ‘true’ followers in the social web have to ‘know’ us before they trust us. There is no app for it. Authenticity, transparency, honesty, expertise, reliability and value similarity drive trust in the social web like everywhere else. Word-of-mouth and the fact that they are fellow consumers without a primary commercial interest accelerates the trust-building process. Still trust remains an investment, can’t be bought and must be earned – whether you are online or offline.

So, who do you trust?

Removal Of Innovation ultimately leads to a Return On Investment comparable to a Return On Ignorance