To win on social media you need fauxthenticity

First published on Mumbrella, 8 October 2015.

People demand authenticity on social media. I can confidently say this, because I have heard it said ad nauseam by the gurus and high priests of social. The only problem is, it’s not true.

Recent events have demonstrated that authenticity is a recipe for failure; it’s fauxthenticity that brands and their audiences are really after.

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