As I think about what makes econtent different from traditional content and what's happening in the Internet landscape these days, one topic comes to the fore: trust. We're learning to distrust so much associated with the Internet, and I'm not just talking about hoaxes, spoofs, and error-laden content—none of these is unique to digital content. I mean spam, scams, viruses, worms, and most of all phishing and spyware, which are activities that use the nature of the Internet to betray our trust, invade our privacy, and even drain our bank accounts. Trust (or a loss of it) impacts a variety of industries—not just econtent sites. Knowledgeable users, suppliers, and partners operate at a continuous level of paranoia and distrust; those who haven't already learned to distrust will before long. In a trust-building effort, let's look at some aspects of trust and the questions your users and partners will ask when regarding your site.
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