To begin to sum up my blog about transparency and authenticity, I would like to look at a gray area. This is the place of the PR professional in social media. As I have said before, some professionals have had the misfortune to be caught lying (Whole Foods). But for most professionals, who have no intention of being fraudulent, where does the line fall between being a “person online” and being a “business person online”?
Ike Pigott, writer of the blog, Occam’s RaZr wrote a post called, “PR and the Gray Zone.” In it he talks about the role of PR professionals in new social media. He notes that it is hard to know what your role is as a business person online. Especially if you try to be honest and people still want to kick you out of an online conversation because you represent a business.
I think this venn diagram designed by Pigott is an excellent representation of what a PR person should be online. In it the social media professional is transparent, professional and an advocate for their organization. Note that being a “transparent professional” would make you a reviewer and being a “professional advocate” would make you an astroturfer. Where do you fall on this diagram?
Check out this video by Chris Brogan. He reminds us that as business people we should not come off sounding like a used car salesmen. I think it drives home the ideas I have covered today.
To sum up, being transparent and authentic is key when you go online as a business professional. Being upfront with people about who you are and what your motives are will make all the difference. Yes, some people will still be adverse to talking to you because you represent an organization. However, there are plenty of people who want to talk to you because they have an interest in your product. Conversation is key. You must get to know people and figure out their needs to discern whether or not you can fulfill them.
Elaine Bussjaeger's Blog 