"Authentic" has been so hyped as an engagement hack that it's hard to do it without any level of posturing.
So what we end up with is contrived authenticity by engagement junkies who only care about numbers.
We’ve lost sight of the Why behind creating authentic content: perspective, relatability, relevancy, connection, and empathy.
The new Why is that it gets you Likes.
And let’s face it, as long as you keep engaging with that nonsense, it works.
James Hornick and I are back at it tomorrow (Wednesday, January 6th) at 12 pm PST for an all-new Employer Content Show. The topic: Don't be a social media fraud.
We’ll talk about engagement pods, the need for attention, content creation over personal brand, how companies can tell better stories, and more.
Use this link to add the event to your calendar.