I almost didn’t take the time to write this post.

I mean, it is Saturday. The house needs major vacuum love (hey, four cats, two kids, what can I say….) and there are piles of things to sort, file, toss and put away. Laundry. Mail. Dishes.

Our weed collection on the front lawn is doing great, thanks.  The mower’s ready to go, but whoops, need to make a run to fill the gas can, first.

And so on….

But, you know, none of that is as important as supporting special people who do special things, and one of the most unique and special people I know is Boston-based Chris Brogan.

Yeah, Mom, he’s one of my “Internet friends.”

Sure, we’ve chatted in person at numerous geeky events like SOBCon (for Successful and Outstanding Bloggers, not that other SOB) and South by Southwest Interactive (SXSWi) but since we’re a half-continent apart, I mostly keep up with Chris through his Twitter stream and his consistently thoughtful and articulate blog. You’ve never met a more giving, friendly guy and he’s a dynamite speaker as well.

He’s also something of a travel/tourism buff; I’ll bet you’d enjoy his blog posts like Tourism Bureaus and Bloggers and Social Media Starter Moves for Tourism.

Chris and co-author Julien Smith have a new book coming out this week (which is a lot more exciting than dealing with my laundry pile, so I’m blogging instead.)

The book is called Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust.

What’s it about?  Breaking through the noise, essentially.  From the book’s inside flap:

“There’s no question that the Internet has changed the way we do business—especially when it comes to marketing. Consumer environments are short on trust and populated by consumers who are cynical, savvy, and informed. Though it’s easier than ever to reach your customers, it’s less likely that they’ll listen. Today, the most valuable online currency isn’t the dollar, but trust itself.

At the same time, social networks and personal connections have far more influence on consumers than your marketing messages ever will—unless your business knows how to harness them. In Trust Agents, two social media veterans show you how to tap into the power of these networks to build your brand’s influence, reputation, and profits.

Trust agents aren’t necessarily marketers or salespeople; they’re the digitally savvy people who use the Web to humanize businesses using transparency, honesty, and genuine relationships. As a result, they wield enough online influence to build up or bring down a business’s reputation. This book will show you how to build profitable relationships with trust agents, or become one yourself.”

I unequivocally recommend his work, and if you have a chance to hear him speak, be sure to get a front-row seat.  Here’s Chris talking to Book Expo America about the ideas behind Trust Agents…. (the direct link to the video is here for my RSS readers and anyone who can’t see the box below)