Authenticity has been the social media buzzword for a few years now but authenticity isn’t always the easiest thing to attain. Brands, hungering for that tone that makes them seems real, approachable, and human, have been known to fake it. Is being fauxthentic close enough?
There are times that fauxthenticity can work. Your distressed jeans don’t have to have earned their soft and comfy feel by spending days and nights out on the range. Faux finishes or artificially distressed home finishes can work as well as long as they are done properly and in retail spaces and restaurants we can enjoy fake authenticity without being offended by it. But when we get into the social media space, fauxthentic just isn’t good enough. People tend to have an innate sense of fakeness in this area. They know when a brand is trying too hard and they immediately call attention to it. When it comes to social media, transparency still trumps stunts for day-to-day brand management.
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