Social Media Marketing (but no trust?)

Flipped through a presentation from HubSpot, 100 Awesome Marketing Charts (registration required), which I found interesting, but one thing was missing: trust. No mention of trust which, in my experience, is often the critical ingredient to making a decision online.

However rigidly or loosely an individual determines trust, with all else being equal, the more trusted element - be it a search result, a targeted advertisement, a social media invite, a hot link, etc. - is the one that is most likely to be chosen.

If you are investing aggressively in an online, social, or behavioral marketing campaign, paying attention to the trust factor must be a consideration.

What do you think?