Trust is critical to engagement, as humans we tend to engage with those we trust. Trust is an element in each of your 4 QuadrantsTM and required to be an engaging person. Trust is an asset that leaders must understand and manage if they are to engage in today’s social communications. As more people understand Digital they will see and feel the trust level in your social communications.
Looking at trust and reputation, reputation is normally based on/from past experiences with a person, organization or brand. Trust to many people is a forward view, but not without reference to the 4 QuadrantsTM that make up that person. We believe that by having your employees (teams) communicate their 4 QuadrantsTM they are more likely to come across as trusted. This works because typically not all 4 QuadrantsTM will be untrustworthy in a person. This person could work for a company that has a low trust rating but by leveraging the other Quadrants it overcomes the Professional Quadrant that has been damaged by working at certain companies. Correctly aligned, reputation and trust can pull your organization out of "lack of trust" space and elevate you, your team and company as you begin to engage with people on the issues facing the company and industry from a trust perspective.
This video will help you understand perceived trust across industries in 2014 Edelman Trust Barometer.
By: Peter Klein