Something strange happens when a social platform gets too big: it starts to lose its soul. We saw the first signs of this years ago when Facebook went from college campuses to everyone's phones.

From booby-trapped campaigns to expose unhealthy influencer marketing practices, to words thrown unfiltered on online walls, social media attention-grabbing tactics seem to be drawn powerfully from both ends of an elastic creative imagination.

Trust is the invisible bridge that not only connects a brand to its audience but also sustains it through the tumultuous tides of public perception.