Regarding Trust
http://www.socialcustomer.com/2006/08/the_one_where_j.html
Most cool post at the Social Customer Manifesto -- including this bit that I couldn't have said better myself:
What does this mean? This means that now, organizations now have these social tools to put the humanity back into business to solve the trust problem. In other words, the organizations that will win are the ones that most easily enable customers to build relationships and communities with people they trust.