Who and what can we now trust in social media? The promise of a new trust and authenticity from the democratization of content was seductive. Is it still credible? The blogosphere seems crammed with trolls, affiliate marketing spammers, cobbled content for viral and book marking campaigns, bogus personas working as intelligence and information hackers and salesmen masquerading as customer servants. Even the evangelists have retreated into a mantra of mere disclosure. Has the new hope for trust and openness been hijacked by the same commercial amorality that dominated traditional media? Will everything new get old again? Both brands and media owners have turned to different methods of censorship. Does censorship offer a real solution to the death of trust in social media content and brand reputation?
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