Since writing my post on “Where does sincerity fit in?”, I posed this question to a few bloggers to get their perspective on sincerity. Here is a response from Paul Dunay, author of Buzz Marketing for Technology:
Web 2.0 is all about creating transparency in your organization blogs, podcasts, videocasts, wikis, participating in social networks all give you a new view into a company and its employees.
The very next level down is – Is this person/company being authentic in their communications – meaning is someone writing this for them and they are just posting it or is it real? Then there is a fine line between authentic and sincere. I think (as you said) you can be transparent and completely authentic but not sincere. I think a great example of all three was the apology from Southwest airlines on their blog when they had a system outage that stranded many travelers. The blog gave them a transparent platform into their organization, the apology was authentic from the CEO and what was written was absolutely sincere in feeling.
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Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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