Of blogs, flogs and authenticity

By Michael Dunn, March 20, 2007 — There’s a huge disconnect that only seems to be growing when it comes to social media networks and businesses’ desire to tap into its power.

Microsoft gets outed for offering to pay a blogger to change technical articles on Wikipedia. Some 2.8 million You Tubers screen “Bridezilla” frantically away at her less-than-perfect hair before the truth comes out: It’s an “initiative” by Sunsilk Haircare Brands, and everyone should have known it was nothing more than a dramatization. Sony gets flogged for its “flog,” created to promote its Play Station Portable.

Ouch.

For reasons that defy all logic, businesses (and their misguided agencies) think they can architect an outcome with social media networks just like they (arguably) can with a direct mail program or an advertising campaign. And that notion is diametrically opposed to the spirit of what these communities are all about. When they’re found out for their efforts to co-opt the medium, it inevitably backfires and tarnishes the brand.

The watchword is “authentic.” You can’t manufacture authenticity. Businesses that hope to achieve buzz in this space must be as authentic as possible – know who they are and how they can best show up in these new media forums. Those that don’t have the comfort level and confidence to give up their attempts to control them should stay away. Or pay the consequences of damaged credibility.