Monthly Archives: August 2014

Authentic Authenticity

Authenticity ain’t all it’s cracked up to be. And it ain’t the same as true identity.

Members of the pre-web online community, The WELL, had to pay for genuinetheir time on the system with a check or credit card. They were also required to include their real names in their registrations. They were encouraged to choose screen names, but by clicking on a screen name you could see their real names.

Other dialup online communities such as CompuServe and The Source had their own naming rules. Our thinking was that if your true name could be known you would be less likely to be an asshole in online public. It didn’t always work. Some people faked us out and some didn’t seem to care what others thought about their behavior. In any case, there was still enough interpersonal conflict to keep things interesting. My opinion was that if conflict was running below 10 percent of total interaction things would become boring.

Knowing someone’s real name did not guarantee that the person you interacted with online was behaving as they would face-to-face. Many WELL members played imaginary roles online, though not all of them did so intentionally. Typing your speech did not come easily to everyone. Writing and speaking styles differ for many of us, especially when joining new communities. We are often surprised when we meet people previously known only by their conversational writing styles. But even this is a superficial level of familiarity. What I believe most of us are looking for, ideally, is a candid and true portrayal of the person we know online. This is authenticity.

Most people who interact socially online find a comfort zone and allow themselves to be who they really are, with some reservations. It’s easy enough to avoid people whose styles feel offensive, even if their behavior expresses their true personalities. But we tend to trust people more if we believe we are seeing their real selves.

Most people don’t decide to be authentic; they relax into it once they’re familiar with the community and the social platform where they meet and interact. Businesses, on the other hand, are beginning to understand that they are being looked at today in much the same way that people regard other individuals. Businesses can be challenged in public by customers and shoppers who expect the same authenticity from them as they expect from individuals. So businesses are shifting their marketing from persuasion to honesty. The business is growing a human-like personality and deciding the most appropriate measures for humanizing themselves. What are appropriate social techniques for becoming authentic in the eyes of the customer?

As customers, we are witnessing this change in branding strategy. Ads are changing tone, meeting customers on the social media fields
is much more common. Social media skills are being adopted and learned. But behaving in ways that engender an authentic image can be counter productive. In the eyes of the typical prospective customer, what is authentically authentic? Representing who you really are as a business – your honesty, transparency, ethics, availability – goes more than skin deep. Let the public know who you really are and good conversations will follow.

 

Genuine Authenticity. Or Not.

On Being “Authentic”

I worked with Scott Rosenberg at Salon.com in the late ’90s and I often read his Wordyard blog where he shares his sharp insight on the social aspects of technology.This week he shared an interview with Jeff Pooley, who has written an essay about the “authenticity bind” and “calculated authenticity.”
phony
In my experience, such warping of truth and trust – which is more tied to advertising and marketing than to social media as a whole – derives from a cynical view of the public. In the pre-Web days authenticity was attributed to individuals. Did they behave online as they did in the flesh? Or did they invent roles – personas – that were intentionally fabricated to fool other community members and allow them to act out in the guise of someone else?

Of course, half-truths have been the stock and trade of advertising for decades, but social media as used today by marketing professionals, allows businesses to personalize themselves. Smart agencies understand that – as the Clue Train Manifesto taught us – “markets are conversations.” The subsequent question became, “are businesses conversing authentically?”

Scott’s interview goes deeper on that question (he’s writing a book about it) and it’s worth a read. Authenticity – true, not calculated – is an ideal from the customer’s point of view. But how many businesses can pull it off and achieve genuine authenticity?