You know those people who modify who they are, based on who’s around or where they are? They behave one way at work, one way on Friday nights and another way on Sunday mornings. I think it’s difficult to trust people who don’t live one, integrated life. We react the same way to brands and companies. Part of what creates a sense of trust for us as consumers is consistent, integrated behavior. That’s why I’m recommending you check out a book called Marketing in the Round by Geoff Livingston and Gina Dietrich. (click here to buy*) It’s not about social media. Or new (or old) media. It’s media agnostic. No matter what media you use (and you should use several) it’s about weaving them together so they are all stronger. I got a…