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Thanks Kyle, glad you liked the last (non)point!
Feel free to quote an excerpt in your post, send me a link to your post on Twitter (@wittlake). Please link back to the original source article on my blog. Thanks!
Yes, the exceptions are truly exceptional, and they likely can accomplish exceptional things. Their image is real, there is no extra effort put into polish, into developing their nuance.
This raises a very interesting wrinkle I had not considered before. We may not recognize it when we see these exceptions, as well trained marketers can create a similar image. But the marketers have to work at it. Study it. Focus on it. It represents a sizable investment and requires more attention from the organization.
The difference we will see is in a more effective business. One that operates more efficiently because it spends less time putting on a face. It is the exceptions that can accomplish this, those few that really can be authentic, but it puts a point on where their advantage comes from.
Thanks for the discussion, I appreciate it!
Aaron, wow, thank you for the blog-post-as-comment!
I think the difference here is part semantics and part whose lens are we looking at 'authentic' through. I prefer to say we need to be believable to our audience. From our audience's view, this means we are authentic. As a marketer (or individuals), we are continuing to project a specific image that has been considered.
With so much information available and so much scrutiny of behavior, believable is not a low bar. We cannot completely grossly mislead about who we are. But we still can make conscience decisions about how we present ourselves and when we are insiders, we can see how that presentation has been crafted.
You make great points, these are excellent ways to create an image that is both believable and attractive. In my experience, these attributes are often not authentic (particularly empathy and humility), rather they are forced by marketing. So is it authentic? I don't believe so, but they are core to creating an effective believable social media presence.
I love the extended response, thank you for taking the time to share this!