Trust is an important factor in building connections and solid online business relationships. Chris Brogan has a good book out on the subject of becoming a trust agent. I agree that there is a significant set of rules and guidelines in play in terms of how to be a good citizen on the internet.

You can have the best content, product, or idea but if you don't know how to interact and communicate online your efforts are pretty much null and void.

"The difference between social network advertising and marketing and traditional online campaigns are the ecosystems where engagement is fostered. Social networks are “social” and therefore respect and empathy are the minimum antes necessary to potentially earn attention, a precious commodity in Social Media. Without a genuine intent to offer value, trust is elusive.  It’s the difference between shouting “at” people and speaking “with” someone." - Brian Solis