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.