From “Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust” by Chris Brogan and Julien Smith
Social capital is different from other kinds of capital. When people come together and share a meal, they not only end up fed, they also become tighter as a group. The mere act of gathering means that they will exchange things – stories, favors, and laughs – and will grow richer as a result. It may sound touchy-feely, but these things have real value. And we don’t just mean that they keep you warm on a cold winter night, either; we mean they have real value, as in “you can take it to the bank” value. But how?
It’s simple: Jokes aren’t the only form of social capital; favors are, too. Buying somebody a cup of coffee is a real exchange of value, and it can at some point be repaid. You can never truly be sure how, but the fact that it can be repaid is unquestionable: You can ask for that cup of coffee back one day. Just think of your favorite television cop drama and how often the phrase “you owe me a favor” is uttered. These things are real.
We’ve already made clear that social capital has real value; if you find someone a job, then that person may find a job for you when you really need one. The real magic – the core of our argument – is what happens on the Web. Because the Web is made out of text, everything on the Web is written down, and once it’s out there, thanks to Google, it will always be out there.