Authenticity in marketing versus authenticity in business

"Authenticity is the key component of what makes social media so successful for businesses. Authentic social media is the modern day testimonial: It allows users to interact with businesses in real time, but also creates an open space for conversation and feedback. If a person is having a hard time receiving assistance from a business’s customer service, for instance, all they need to do is tweet at them for a response. Other users can get involved depending on the severity of the situation, forcing all sides to be accountable," wrote Kelly ...






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