Whether you sell something as common as salt or work so closely with your clients that you become part of their team, people want to know they can trust you and your company. Social media empowers you to demonstrate your trustworthiness, authenticity, and approachability.

Recently I was talking to a friend who said he removed his profile from dating sites because every time he went on a date, the person he met didn’t match their photos online. And almost 99.9% of the time it wasn’t because the person got better looking since their last photo. To put that in business vernacular — the product was misrepresented.