Social media platforms like Facebook and Twitter offer tremendous
opportunities to creative companies who wish to engage their
customers, but they also come with a burden of authenticity. Social
media platforms bring interactions much closer than traditional media
channels and customers rightfully assume they are communicating with a
real person. That presents a challenge. Authenticity is paramount to
online success on today’s social internet and corporate communications
need to reflect that reality. As a rule of thumb, those writing ‘on
behalf of’ someone else should always say so unless they are the
exclusive proxy voice for that individual.