authenticity

The Consequences of Authenticity

Don’t you think it’s bizarre how we aspire to be natural, and yet to be natural takes an unnatural amount of work?

I recall reading a piece on actress and businesswoman Jessica Alba once, and how she was asked to do a photoshoot for natural skin. Of course, they wanted to plaster all sorts of makeup on her, just to make her look ?natural?.

She declined.

I wonder why we feel the need to put masks on, even when the ask is for fewer masks?

There are always things we don?t want ? or need ? to see. But for the most part, we should be confident enough in ourselves to open up, consequences be damned.

But maybe it?s the consequences themselves that put people off?

All too often, I?ve seen examples of people being brave and opening up and then being shot down for it, particularly on social media where anonymity and distance equal delusions of power.

It seems to me that we talk a lot about seeking authenticity, but only if it?s authentic by our standards.

Which kinda negates the whole ask to begin with?

How to Counter Fake Social Media Reviews

According to leading business analysts Gartner, as many as 10-15% of social media reviews will be fake by 2014.

Instead of honest customer reviews, praise and feedback on sites like Yelp and Google Places, we’ll have professionally-paid for reviews, either from a company trying to damage a competitor, or raise their own profile by posting multiple glowing reviews.

The report does mention that this will probably be more in the Enterprise market, but what’s to stop smaller businesses hiring interns and specialist agencies to post a review for them?

Mind you, perhaps we shouldn’t be surprised at this analysis – as social business continues to take a stronger grip in the mainstream consumer business world, it’s perhaps stranger to ask why these percentages aren’t already in place now (maybe they are).

The good news is, there are steps that can be taken to protect your reputation as a business, as well as stay on the right side of the law when it comes to this newer form of peer and customer recommendation.

Make Social Media Reviews Socially Accountable

On this blog, you’ll see I use the Livefyre comment system. Now, currently I have it set to accept guest comments – however, by a flick of the switch in my admin area, I can change that up and only allow readers to comment after logging in via the likes of Twitter, Facebook, LinkedIn, etc.

So, when it comes to posting reviews on the likes of Yelp, Google Places and elsewhere, make it the same process.

If you want to leave a review, you have to log in with your Facebook profile, or LinkedIn account. This immediately adds accountability to the process – your name and business is inextricably tied to your review. This makes it far easier to see which is a valid review, and which belongs to a fake.

For instance, let’s say Joe Smith left a crappy review on Yelp for Acme Restaurant, Toronto. The owners of the restaurant can see the review, and then check Joe’s profile on Facebook.

If it’s a valid one, they can then ask Joe to come in with his receipt and they’ll refund the cost of the meal. What, Joe doesn’t have a receipt because he was never there?

Gotcha – that takes us on to the second part of the process.

Build a Digital Ethics Agreement

In the last couple of years, social media has attracted the interest of organizations like the FTC (Federal Trade Commission) in the U.S., the ASA (Advertising Standards Authority) in the U.K., and the Office of the Privacy Commissioner in Canada.

These organizations are forcing the hands of advertisers and marketers in social media to be above board when it comes to how they’re targeting consumers in the space and, in the case of the Privacy Commissioner, making Facebook change their privacy terms when it comes to sharing information about its users.

So, there are already governing procedures under way and ongoing when it comes to making sure the medium isn’t being used in questionable ways.

The problem is, they’re splintered. The FTC has no real jurisdiction outside of the U.S, and vice versa with the U.K. and Canadian equivalents (although they can work with each other in cross-border cases).

So, technically, a Canadian business could operate around U.S. consumers and (unless picked up) be outwith the legalities of that country. This is where the fake social media reviewers (solo or agency) would win.

However, the Internet is one big global community when it comes to e-commerce. I don’t care if I need to buy a British import CD from Japan to complete my Canadian music collection using Bitcoin – it’s a global market and I’ll use whatever means I need to.

Now, while this may be too simple in actuality over theory, if there was a global Digital Ethics Committee that handled stuff like online reviews, social marketing, etc, and created a governing law that applied to online transactions and subsequent reviews – well wouldn’t that help counter the fake reviews?

The businesses that are caught paying for fake reviews are banned from review sites for X amount of years, with a disclaimer on their Yelp or Places page that advises visitors why there’s no official presence.

By naming and shaming (as well as the obligatory fine and damages paid), consumers can see which companies live by their product and which live by their producing of lies.

As Consumers, We Need Protecting

It may be that these two suggestions are too simple for such a legal minefield. And, despite the Internet’s global reach, the arms of it at a country and cultural level are still too disparate for the simple approach to work.

For now, anyways.

But as we move into a more socially-led and active world, and the stakes continue to rise as to those businesses that will succeed versus those that will flounder, the playground needs to take a stand now.

While social sign-ins may not be the answer (although it’s a lot easier to spot a fake Facebook or LinkedIn account than it is to filter a bogus email), and cross-border integration into a single unit might be a ways off, it’s important we start to think of solutions today.

Otherwise, that tomorrow of 2014 will come a lot quicker than we think, and it’s more than just our reputations at stake – it’s our very future business success.

Choosing Authenticity Over Numbers Every Time

A couple of days ago, Dino Dogan guested on here with his awesome post, F***ing and Punching: The Moody Side of Business.

It looked at how he came up with the idea of Triberr and how he shared this idea with Dan Cristo, and together they came up with what is one of the best social media automation tools around. It’s a great read, and the comments after the post add to it even more, and offer some excellent tips on starting a business.

However, because Dino used some fruity language – and I published his post as was, cussing title and all – a few folks unsubscribed from the blog, and commented that they weren’t going to read any more, or share across their networks.

Fair enough – I understand that for some folks, swearing and coarse language may not be their cup of tea, and I completely respect that.

However, some also suggested I wasn’t respecting my readers, and that a blog is no place for dropping the F-bomb.

That’s where I’ll have to disagree.

One of the core points to this blog – if not the core point – is respecting my readers. It’s why I have an open commenting system with a fairly easy-going comment policy, for example, and also support other bloggers who read this one with the CommentLuv plug-in.

But perhaps the biggest way I respect my readers is by keeping this blog authentic.

That means allowing guest bloggers to write as they would on their own blogs; protecting my community and deleting comments where they attack other commenters; and telling things as they are, as opposed to the white-washed writing that sometimes happens around the blogosphere.

If this costs me readers, fair enough. I know my writing – and that of my guests – isn’t for everyone, and I’d rather lose readers to blogs where there’ll be a better fit, than have unhappy readers. That’s what’s so great about the blogosphere – there’s so much choice out there that no-one needs to stay where they’re not enjoying the company.

There are many ways to respect your readers – for me, authenticity and allowing an open space to “breathe” is one of the best ways there is. If that means losing numbers, so be it – numbers has never been high on the agenda anyhoo (otherwise I’d be doing subscription runs every month).

Here’s to authenticity – you in?

image: Marc Wathieu

Picture Perfect (Or The Power Of The Avatar)

There’s a saying that a picture paints a thousand words – but can it also create a thousand questions?

For anyone that’s connected to me on Twitter or Facebook, you’ll have probably noticed that my profile avatar for both sites is blacked out.

Far from being the results of a broken browser, it’s blacked out for a reason (the basic gist is a week-long protest at planned Internet laws in New Zealand). It’s led to questions why it’s blacked out, which has led to more knowledge about the cause it’s in support of – so, that’s good, right?

Not necessarily, it would seem.

One of the reactions my avatar received today was the suggestion of a principle-based unfollow on Twitter because my face wasn’t on show. Ari Herzog, someone I have shared numerous great conversations with, mentioned that I wasn’t being transparent or authentic. My avatar being black meant I was hiding. Does an avatar say all that?

One look at my Twitter profile shows you all the main information you need to know. Name, company, what I do, contact details, blog, website – basically the works. So that should cover the transparency angle. As far as authenticity goes, I’d hope that this would be down to people’s opinions through their interactions with me, rather than an avatar.

But maybe I’m wrong. Maybe the real power is in the avatar? Certainly, my blacked out one has raised many questions so people obviously notice any changes. So what’s your take?

Is the power in the picture, or the words behind the picture?

photo credit: Torley