The Web is a churning ocean of endless information. That is hardly news. Insightful companies have posted some pretty telling numbers about what people think and what we’re doing about it. Edelman’s Trust Barometer alone is enough to make you wonder if your customers will be your customers tomorrow.

What you say is picked up and reposted and spread like the flu on a subway. What you do is passed from friend to blog to Facebook to Twitter to your bottom line. People believe people, especially their friends. Social media has not just leveled the playing field of credibility, it has plowed it up and planted a whole new crop where your brand used to grow. A new farmer is tilling the land: your customer. Continue reading →