Anyone immersed in social media understands that the conversation that takes place drives buying decisions. Even if you can’t prove it with hard numbers.

I agree.

Case in point: I just bought Gary Vaynerchuk‘s The Thank You Economy (affiliate link) for my Kindle. Why? Because I read Fred Wilson’s post and, though I’ve only met Fred once in my life, I trust him enough to know he won’t recommend crap. And by met I mean spoke with for all of 5 minutes at a networking event in Seattle a few years ago. Why do I trust him? I’ve been reading his blog for 4 years, he delivers value with his content, he allows his personality to come through, and I have heard nothing but good things about him from everyone who mentions him.

What are you doing to build trust with your audience?