As communicators, we read and write a lot of content. In fact, I’ve heard that the average consumer takes in 30 GB of content per day, so I can only imagine how much more is read by professional marketers. (This is what I tell myself so I don’t feel so bad for not reading every “must read” book and white paper out there.) But, over the holidays, I got caught up on my booklist by reading one of the most talked about marketing books of the year–Trust Agents by Chris Brogan and Julien Smith.

The book focuses on the value of trust in online communities where transparency is king, communication tools are endless and efficient, and cynicism among consumers is at an all-time high. Through online research, the book states, “We are currently living in a communications environment where there is a trust deficit. As a society, we no longer have confidence in advertising. We are hostile to those who appear to have ulterior motives, even if they’re just selling themselves.”

So how do you break through the clutter and gain the trust of your key influencers and audience? The book’s authors outline six characteristics of Trust Agents, including:

1. Make Your Own Game: Be a game changer and stand out among the crowd.
2. One of Us: Belong to the communities where your audience belongs. Talk like they talk. Read what they read. Spend time where they spend time. Engage in conversation with them without selling something.
3. The Archimedes Effect: Leverage the Web to extend your power, reach and influence.
4. Agent Zero: Build and maintain your network to give you greater access and opportunities. We’re way beyond the point of creating relationships by passing out resumes and business cards.
5. Human Artist: It’s a consumer’s world and the buyer is always in control. The good ol’ Golden Rule has never been more important for online etiquette. This section also has an awesome quote–“In social media, human is the new black.” It’s not the tools–it’s the relationship that matters.
6. Build an Army: Use your relationships and built-upon trust to gather a mass movement. A collaborative group can always accomplish more than an individual alone.

The biggest takeaway I gained from this book affirmed the social media approach we take at CMD: listen to audiences before joining the conversation and defining the strategy. A conversation is a two-way street–you can’t shout your marketing messages and expect your audience to engage with you. Rather, you have to listen to what they’re saying and respond where you have the expertise to do so.

Have you read Trust Agents? I’d like to know your thoughts about the book, and if you have any other book suggestions to add to my ever-increasing list.

During the past month, I joined my fellow CMDers for the annual Bike Commute Challenge. Okay, so in truth, I only rode to work a total of five times last month (shhh… don’t tell my team captain!). But as a team, CMD logged 2,245 miles and saved around 2,155 pounds of CO2 in the process. And that’s all that really matters, right? A group of individuals doing what they can to benefit the larger community.

That’s the philosophy that CMD has adopted for its commitment to sustainability. As a company, CMD believes that operating in an environmentally sustainable manner is not only the right thing to do, but it also makes smart business sense.

This was the guiding principle that led to the first year of our company being named one of the 100 Best Green Companies in Oregon by Oregon Business magazine. Given the caliber of leading green experts in the state, we were thrilled to be recognized. This effort lends credibility to our company as well as to the many clients and vendors we work with.

CMD’s sustainable practices are consistently reviewed and prioritized by an employee-led sustainability team that works to advance our company by setting goals, spearheading initiatives and engaging with employees. If you’re hoping to begin a similar initiative in your organization, you might find some of the programs we’ve implemented helpful.

1. Reduce waste – CMD focuses on reducing the use of raw materials by giving strong consideration to vendors who use recycled materials, offer environmentally preferred solutions and help reduce waste/increase efficiencies. We also reduce waste streams by choosing reusable products and expanding our recycling program (lots of blue bins!).

2. Conserve energy and water – CMD makes an ongoing effort to be more energy efficient and we actively assess our energy usage to evaluate solutions for continued improvement.

3. Encouraging the use of alternative transportation – Activities such as the Bike Commute Challenge, carpooling or other alternative modes of transportation are important not only to the environment, but to our company’s culture as well. Just ask the group of CMDers who bike over to the PDX food carts for lunch!

4. Making a positive impact on the community – We dedicate time, talent and resources to advancing the cause of select worthy, environmentally focused nonprofits, such as SCRAP, that are working to make a real difference in the community. In this way, CMD’s influence to foster greater environmental stewardship reaches well beyond our own core business and affects many others.