Can We Fake Authenticity?

Success in social media -- and, really, in all business-related actions -- comes from being true to who you are. But sometimes that seemingly clear delineation can be blurred. The end result is that some get to the point where they think they can fake authenticity.

Last week, Kate Upton revealed in an interview in Net-a-Porter that she's becoming disenchanted with social media -- the very vehicle that helped propel her into the social consciousness -- because of the marketing and commercialization of the network.

To an extent, I see where she's coming from. But I also know that it's a choice you make.

You can remain true to your ideals and who you are on social media. And your connection to your "followers" can remain strong. It's only when you start automating and farming out content to others that you lose what made your brand successful -- you. But there may come a time when the brand's grasp extends beyond the person's reach -- and that's where you have some choices to make.

Now, there are stark differences between using social as a brand and using it as a vehicle to promote your becoming a brand.

Using social media on behalf of a company or a brand affords you a little more flexibility in terms of messaging and message creation. For larger brands, it's expected that the social voice is fragmented amongst multiple employees.

So at some point "Kate Upton" the person becomes "Kate Upton" the brand. Where the "person" can be flexible, funny, irreverent, and spontaneous, the "brand" needs to be managed. The "brand" needs to be in alignment, post strategically, and use the appropriate tone or voice.

The problem with the "brand" mentality is that it takes away from the organic nature of Tweeting. Instead of being a voice, it becomes a tool to amplify that voice and direct it to the appropriate demographic. And that's when authenticity can be lost.

So can you fake authenticity? No.

But you can put a structure in place to help allow for the maximum amount of authenticity to get through. Though it may no longer be straight from the person, it can still be personal. It all comes down to trust, guidance, and clear understanding of goals -- and the five basic Ws.

We'll start with the biggest.

Why?

This question has numerous potential answers. And while it's rare to find an answer that's wrong, it is easy to find one that's less right.

Why are you using social media?

If your answer is akin to: 'everybody else is doing it' or 'it seems like we should be doing it,' then you may have one of those "less-right" answers I referenced before. However, if you're doing it because you feel that social is where your active customers are found and that you can provide them content that's valuable, then by all means do it.

There are a whole host of reasons why taking your business social can be a benefit to you, such as customer service, lead generation, competitive analysis, and market analysis. But knowing and understanding why you're involved will help you get the most out of your involvement.

Who?

Large or small, you need to answer who is posting for your brand and ensure that it is consistent. If you're a sole-proprietorship or small-to-medium-sized business, you can usually get away with one or two posters.

But those roles need to be defined up front.

And in larger companies, you may need multiple people managing your social networks. It's key to ensure these people are in regular contact and know the answers to the other three subsections.

As an aside, I'm increasingly less enamoured by those organizations with massive social teams that insist upon signing each tweet with a two-letter "signature." Customers are smart and understand how the world works. I've yet to read a corporate Tweet and say, "Wow, I wonder who wrote that? Oh, MB! That makes sense... I love her work."

In the end, as long as the messaging is brand-appropriate and the account is well managed, the author matters less than the address. That may not be the popular view, but the addition of a useless "signature" only serves to distract your reader from the message that's being delivered. And that's breaking a cardinal rule of communications.

What?

First: what are you goals? What are you trying to do? You don't have to have a hard-and-fast strategy cast in stone, but you should be strategic about your social media efforts.

What are you going to post? What are you trying to do? Are you raising awareness about your company? Are you trying to establish yourself as a leading authority in a particular topic? Are you looking to interact with potential customers, or communicate with existing ones? 

More importantly, are you trying to build a brand or showcase who you are as a person? Being a person and adding personality to your brand are not the same thing -- and that's when a lack of authenticity shines through. What is your message? And what can people do to support its delivery?

And what are you sharing? Kitty videos may be adorable, but are they helping you with your branding/sales efforts? Or do you just want to be you? Are you comfortable enough just sharing you as a person in an attempt to endear people to your offering? In that case, kitty video away!

When?

Timing, the ubiquitous they say, is everything. If you are trying to remain personally authentic, then pre-scheduling a dozen 'personal' tweets at regular intervals throughout the day just doesn't work.

We aren't inspired based on a clock. So why should your posts appear like clockwork?

It's OK to pre-schedule the odd post. If you want to share holiday greetings on a specific day, feel free to schedule away, but that's likely the only time it works.

Where?

Though it's always good to go where your customers are, you'll want to be comfortable where YOU are. If you want to remain authentically a person with a brand, then focus on the networks that you are most comfortable with. That way, you're messages are going to feel natural.

But when that time comes to be the brand, then you may have to stretch your wings a bit and be more strategic. And that's when the transition from personal to professional must take place.

Conclusion

In the end, there's nothing wrong with "corporate social media." The problem comes when a brand tries to simulate authenticity. Through the normal growth of a business, you're going to come to a point where you just can't be everything and everywhere -- you need to delegate and empower others to share in the burden of being the brand.

But many hands can make light work. And that may help you be more successful in amplifying your voice.

Sure, it may not be 100 per cent your own voice, but managed the right way and with the right direction, it can most certainly carry your message in a way that resonates.