Have you ever tried to form a friendship with someone you don’t trust? Odds are, the answer is no. As a general rule, people don’t spend time around people who they deem to be untrustworthy. Trust and relationship building are things that we focus on in our lives every day. But the same rule about not associating with people you don’t trust extends beyond personal interactions. If consumers think a brand participates in shady activities or is simply not transparent, sales and user engagement will fall fast. There’s no better place to build trust as a business than social media. Platforms like Facebook, Twitter, Instagram and YouTube are the perfect places to get to know your target audience and build a consumer-oriented business model. Read more at Inc.