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Index
Dedication
Acknowledgements
Introduction
The Tribe
Chapter 1
Contact
Chapter 2
Perception
Chapter 3
Assessment
Chapter 4
Connection
The Tribe’s Commands Totem
Epilogue
Activities
The Trust Workbook
Tribal Trust
Contact
Perception
Assessment
Connection
The Trust Dynamic
Book II
Trust Works
What is Trust?
Why Trust? Why Now?
The Definition of Trust
The Value of Trust
Trust Me To Cook and Sleep
Trust, Rationality and Social Duty
Context – What is it that requires trust?
Assurance – What will it take to establish, maintain and even extend trust?
Validation – How frequently is assurance of trust required?
Trust – Is it present in at least a small, initial measure? Can it now be given?
Modes of Trust
Trust at Zero
Acquaintance
Making Trust Happen
Motive – in a person it helps explain their behavior. Why they act the way they do. In an organization or institution it helps define the way they operate. When we are unfamiliar with the person or the institution this is the hardest component of trust that we can divine.
Capability – this reflects the ability to do something specific in the task at hand. An online website that sells books and ships them all over the world, for instance, has to be capable of doing exactly that. A person that offers to help me do my taxes has to have some level of skill in filling out tax forms.
Reliability – the simplest measure of reliability is dependability. A person or business, an organization or institution has to be able to deliver what they promise and do so consistently, time and again. We would never buy from Amazon if the chances of what we bought reaching us were only 50%. Amazon, in particular, has gained incredible global market share by commoditizing the shopping experience, turning the impersonal contact that a person with a computer has on their website into a consistent, almost mundane transaction where the three components being examined here can be taken for granted to the effect that they can become invisible and be forgotten about. Amazon, wants us to feel it’s family!
Three Types of Trust
Deterrence Based Trust (DBT)
Knowledge Based Trust (KBT)
Identification Based Trust
Two Case Studies and the Swift Trust Theory
The Five Flavors
of Trust
Commercial Trust
Operational Trust
Algorithmic Trust
Interpersonal Trust
Personal Trust
Trust, Loyalty and Reputation
Trust is a Currency
Playing the Loyalty Card
Losing and Regaining Trust
Three ‘Little’ Things
Apology – The trust-violator admits culpability. He exhibits genuine remorse and says he is willing to take responsibility and do whatever it takes to regain trust. An apology can positively affect the evaluation of motivation and intent and it addresses the question whether the violation of trust will continue. Research on trust repair includes two aspects: trust belief and trust behavior. In order for trust to be regained both trust belief and trust behavior need to be shown to have changed.
Denial – The trust-violator refuses to assume responsibility for whatever has happened. He cites other reasons as the primary cause. Denial is divided into types - direct denial and indirect denial. Direct denial is when the trust-violator claims that what is being claimed against him is not true. Indirect denial is when the trust-violator points to a “scapegoat” and suggests all responsibility lies with the scapegoat, rather than him. Those who go down this path, exhibit no sense of guilt or remorse.
Promise – In this scenario the trust-violator acknowledges the relationship between him and his audience and makes specific promises to improve it. These may involve paying reparations, making tangible changes to his process or submitting to a judicial inquiry as part of the trust-rebuilding process.
Can ‘Enemies’ Become Friends?
How to Create a Trust-Regaining Strategy
Book III
Trust Flow
The Web of Trust
The Semantic Web and Calculation of Trust
Creating Trust Networks
Homophily – There are two distinct types of that status homophily, which is based on ascribed status such as race, ethnicity, age, religion, education, occupation, and so on, and value homophily which is based based on values, attitudes, and beliefs, that is, a tendency to associate with others who think in similar ways, regardless of differences in status. Depending on the type of social network or even the type of clustering that occurs within it, there can be an overlap in these two types of homophily so that status-based categorization may also bring people together who share similar ideas.
Small-world phenomenon - there are two different views on the “small world” phenomenon in social networks. Stanley Milgram, the original developer of the “small-world problem”, famously popularized the notion of there being “six degrees of separation” between any two people in the world. Later experiments involving computer networks later investigated the “small-world problem” in the modern computerized world, where small world networks were assumed to be everywhere (e.g., online social networks; email networks; networks of movie stars, boards of directors, and scientists; neural networks; genetic regulatory networks, protein interaction networks, metabolic reaction networks; World Wide Web; food Webs; and so on). The view is that instead of being one highly connected small world, our world consists of many loosely connected and some disconnected small worlds.
Trust and the Social Network
Influencer Marketing, Trust and Social Media
Relationships Matter
The Future of Trust
Businesses Need to Adapt
Transparency – by all means serve your needs as a publisher, eCommerce website, marketer but also acknowledge the fact that you care about your readers. Work hard to show you do. No one says business should not work hard to make money, but a business that resorts to the online equivalent of ‘dirty tricks’ in order to do so, fails to gain the respect of the audience it seeks to attract.
Vulnerability – if you’re running a site you really need people to get there. Acknowledge that, then work to make their time on your site as productive as possible even to your own detriment. If an article can deliver its content in 200 words, beefing it up to 800 is a disservice to the reader. Yes, you want them to stay on your site and yes you want them to remember you and come back. Treat them like you would yourself. It’s the only way to gain trust and attention.
Value – Stop producing content for content’s sake. Yes, the web has turned us all into publishers but the content we produce now needs to truly work to justify the time it has taken to create. So take pride in your work, create content that says: “I am pouring my soul into this because I think it really matters” and then let your online audience do the rest.
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