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« What is Control and Does a Company Have Any? | Main | Don't Become a "Walking Dead" Brand: Listen, Acknowledge, Demonstrate »

February 07, 2008


Brad Rawlins


This is an interesting essay, with which I agree on nearly every point. Social media are going to continue to be an important tool to developing relationships and trust, provided they remain authentic and don't become too strategic. If people begin to see efforts of organizations to integrate social media into their strategic communication efforts, then some of the artificial and superficial attempts at relationships will carry over to this new channel, people will see through it, and become more cynical and less trusting of the medium, not just the participants.

Because trusting relationships are built through a series of reciprocating interactions, social media provide for a much better tool to develop authentic relationships. But these can only remain authentic if both parties truly care about the welfare of the other (goodwill), and not simply as a means to their ends.


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