Trust is expected

Trust is a benchmark metric for a marketer's success that is being ever more enforced with the tidal wave that is social media. It's no longer about reading lengthy "user agreements" that explain the potential undesirable outcomes for using a product, agreements you almost hope and expect people to skip over.

Like those that appear on apps when we use Facebook to sign into them, forewarning us that "You give the following app the right to post on your wall, withhold your first child and drain your 401k at the whim of our decision." (really?)

Even if we as consumers click yes (simply because we want the app as of yesterday) the expectation is that you will not actually do it.

It's common courtesy, it's gentleman like, it's the new standard.

The entire purpose of business is to serve a need (not exploit it); to serve your customer, which happens to be me and the other 1 billion+ people on the internet.

Creating a quality product only to then constitute an awkward, culturally misunderstood experience around it changes the context of the game (for the worse).

And it isn't the consumer that loses; it's you as the marketer. Because there is no shortage of apps or information in the digital space and loyalty is created on that very metric you broke…trust.

You don't invite a girl out on a date and then say, well, it's expected that I can put my hand up your skirt whenever I want because I paid for your dinner (what?)

That example of violating boundaries and cultural standards is not that far off. Entities like Facebook and Twitter are highly personal, if not sacred, to a great many people. Facebook has almost, if not over, 1 billion active users in the world. They use this medium to share their joys, their successes, little Joey's first baseball game, the death of their grandmother and their biggest source of inspiration.

To think that intervening or interrupting that is acceptable is tremendously foolish. Despite the fact that we may say it's ok to post to our Facebook, know that it isn't. And that trust is simply expected, regardless of the warnings or user agreements we agree to ahead of time.