The "Problem" with Authenticity: You're Still Being Watched
Worse, he knew that “getting a personal handle” was only a slightly better option, since it would likewise be monitored by his online audience and yes, by his bosses.
This sentiment was echoed by some other community managers I know online, such as @TTaxChristine (TurboTax) and @BradatPharma (Novartis) and @GingerAnderson (Scripps). For example, Brad told me, “I know that I’m getting tracked in both (public & private), and *have* ratcheted back on some of my personal sharing,” and Ginger said, “Yes, I’ve had patients follow me at both (public & private) handles. But it’s a good ‘think before you speak’ reminder.”
None of these high profile corporate tweeters suggested that their “self-editing” practices impacted their own enjoyment of online engagement, which was nice to see.
They recognize themselves as professionals, with a job to do with regard to Customer Service and Reputation Management for their employers.
But the question becomes: has their self-editing impacted the original charter of their employers’ desires to “be more authentic?” Without even having been told (necessarily), these community managers are cautious about being their “true selves.” They subordinate their personalities for the greater good of the brand. They see an inherent danger in being “too authentic.”
Social Media evangelists have been telling corporations to “be yourself.” To forget about the idea of “perfection.” To “show the warts.” The evangelists suggest redemption is always possible for “humanized” vs. “faceless” corporations.
Yet it is “humans” who get fired. So a natural wariness sets in, and in the process sets back the goal of corporate humanity… potentially to a point where the whole exercise is a failure, i.e., Social Media devolves to “just another broadcast channel for corporate B.S.”
Not saying this is likely. Certainly there are some brilliant, funny, personable community managers out there who lead the way.
But I am saying it is possible that too much caution will defang corporate adoption of Social Media. It is a fate to be mindful of so that we can avoid it.
Posted on: April 12, 2010 at 8:40 am By Todd Defren
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In an era where networking yourself has become the ultimate goal in any profession, this blog post sheds some light on an issue that hasn’t received much attention. As a student, we are all aware that when we apply for internships or jobs, our social networks will be reviewed and even stalked for employers to get a better feel for who they are hiring. However, as we are hired and as we are attempting to ‘market’ ourselves for jobs, are we truly being ourselves?
I think this question is a very serious one. Citizens are now so afraid to express themselves that social networks such as Twitter and Facebook have transformed from ways to share your personal lives with others, to a way of sucking up for business professionals and clients. But, as more and more employers use these networks to get to employees, the networks will continue to be an easy way out of a conversion and an alternative from truly getting to know the individual. Because, as we all now know, these networks are our now personal resumes, instead of social interactions to keep in touch with old friends.
There are tons of factors that go into deciding how “authentic” you can be. 1) Your company’s and boss’s personalities. If your image is stiff and the higher ups like it that way, you’re probably going to be stiff too. 2)Your clients. If your clients are stiff and and may be offended by your ribald wit, be very careful. 3) That being said, you don’t have to be shocking or “edgy” to be effective or funny. Work within your boundaries. 4) Finally, if you’re stuck being with a more “stiff” company, grow slowly. Start off walking the company line, then work in a little personality. If no one bats an eyelash, continue to work in personality. If you go too far, trust me, you’ll here about it, but by moving slowly, you minimize your chance of going so far that the effects will have any lasting repercussions. In 3 years of being a blog, we’ve had a total of 3 posts our CEO asked us to take down–and that was more because we didn’t think, “Oh, right, we probably shouldn’t praise advertising done for one of our client’s direct competitors.” Which was a good point.
[...] The “problem” with authenticity: you’re still being watched – This article puts into words what I discussed with my boss a few weeks ago. No matter how much we want to say what we feel on social sites, the fact of the matter is that if you are engaging on behalf of a company, there is a good chance that no matter how unrelated a tweet or blog post is, it can be tied back to your company. So some self-editing is needed at times. [...]
I blogged on Friday about the overlap between personal and professional online personas with the need for more tolerance of mistakes on one side and more responsibility on the other:
http://stuartbruce.biz/2010/04/professional-social-media-v-personal-social-media-lessons-from-stuart-maclennan.html
My take on social media and corporate PR/Image/Branding is that we are in transition right now between the old-school approach and the new younger approach to marketing. I’m a Gen-Xer, so I’m in the middle of this transition. And I personally respect honesty and passion and commitment in business much more than a “perfectly crafted corporate PR image”. I’m excited to see corporations take on social media and become a little bit more personal and about what they offer me as a human being.
In my mind, what makes a great business is that the business owners are true to themselves, their mission, and their customers/clients. In the long-term, I think businesses succeed not because they are perfect all the time and don’t make mistakes or fail, but because they are open and honest and truly provide a good product/service that appeals to their market.
Not sure that what I’m feeling got communicated perfectly above, but that’s my free-form, loosey-goosey, knee-jerk reaction to this article.
I thought I was the only person who self-edited “just to be safe.” It’s nice, albeit bothersome, to know that others do the same. But, I spent 20 minutes in my Intro to Mass Comm class at Curry College today “strongly encouraging” my students to be mindful of what they post on their social networks; others are watching, reading, and remembering. You can run, but you can’t hide!
A quick note on self-editing. While I do ratchet back on the ways in which I share about my employer, I also have ratcheted back because I’m a dad. When I tweet, I don’t just have to ask “will my employer see this”, I also have to ask myself if I mind my daughter or my mom seeing whatever thought I’m gonna share… because they both follow me, as well.
– @bradatpharma
That’s a great point Brad. I’m in that boat as well. Also struggling with how to teach my teens that their colleges and future employers will be looking as well.
@SigmaBiz
But the question becomes: has their self-editing impacted the original charter of their employers’ desires to “be more authentic?”
Or has the original charter of their employers’ desire to be more authentic isn’t really “being authentic” but “being seen as authentic.” If so, their self-editing is certainly in line with the charter.
Isn’t this something we learn over time? How to tell if “authenticity” is the real deal? Any ideas?
I blogged on Friday about the overlap between personal and professional online personas with the need for more tolerance of mistakes on one side and more responsibility on the other:
http://stuartbruce.biz/2010/04/professional-social-media-v-personal-social-media-lessons-from-stuart-maclennan.html