One of the mantras of networking (and the many social networking sites that people are flocking to) is that it matters who you know. The goal of having a thousand or more friends online is that you're well known. Connected. A click away.
I wonder if there's a more useful measure: who trusts you?
Which brings up my question. How do you establish virtual trust? It is not a question that I find necessary to ask in the day job/real world. It's mostly sensed whether I can or can't, but what establishes trust in the web 2.0 world. There are a number of bloggers that I trust. Seth being one of them, but what is it that makes them trustworthy? The fact that they are recognized as trustworthy by so many others? My readings tell me that there is more to it than just that and that,whatever it is, comes through their writings. Besides asking the question,Seth Godin also provides an answer, at least for longer relationships.
Is that what marketing is all about? I think so. Make promises and keep them.
Some organizations work very hard to weasel in the promises they make. They imply great customer service or amazing results or spectacular quality, but don't deliver. No, they didn't actually lie, but they came awfully close. The result: angry customers and negative word of mouth.
It's very easy to overpromise. Tempting to shade the truth a little bit, deliver a little bit less to save a few bucks. Who will notice?
The consumer notices.
If you need to overpromise to make the sale, don't bother. It's not worth it.
The best way to generate word of mouth is simple: overdeliver.
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