Being transparent generally is a promotional tactic, so I wouldn’t separate the two. If they’re doing it solely to build brand trust, than there’s an underlying business goal there. That said, from the consumer perspective I still prefer to see that. I think there’s a difference between promotional tactics and inappropriate promotional tactics. Being transparent is a good option in my opinion (as is good customer service or special offers that really appeal to the target buyers). So if the brand is on social media, assume they’re doing it with some kind of promotional goal. If they say otherwise, they’re lying. Just remember that alone isn’t a reason to dismiss them. They’re in business. Of course they’re going to want to promote their business interests through various marketing, advertising, and PR tactics.

I’m not sure why there’s an assumption that brands have to be a trend on social media to get press coverage. There are plenty of other ways to get press coverage. If a company’s primary tactic for achieving that is to become a trend on Twitter or something, I’d be concerned that they don’t have anything better to do with their resources that would be truly newsworthy. When it comes to social media, keep the focus as much on your customers as you can. Answer their questions. Tell them things they might be curious about or interested in. Share links and resources they’d find useful or amusing. Do whatever you can to give them what they want or need within the scope of what the company can handle. Don’t over-promise for example if you don’t have the authority to make real changes.

If you really want press coverage and trending status on social media sites, do something newsworthy outside the social media space. Then use social media tools to help spread the word.

My $.02.

It is apparent that companies do need to have a presence on social media, but how can a person determine that everything that is supposed to be transparent is not promotional? If a brand needs to be a trend on social media in order for it to be considered for press coverage, then how does a brand get to that point without resorting to extreme measures?

Don’t get me started on false credentials. I got my BS in nutrition and you don’t have any idea how much bologna I see when it comes to exercise and nutrition gurus. People who actually know about the field knows that the person probably never lifted a weight in their life or have some backwards logic when it comes to nutrition. Too bad these “gurus” claim all of this success and credential to take advantage of a public who is trying to live healthy lives.

Great article! Way to call the phonies out! =)

The bottom line is that we can not protect the naive from being fleeced. Most people will not throw off their conditioning and quit believing what they read and are told and taught no matter how much proof you can show them about what the real truth is.

On top of that, there is so much manufactured “proof” that even wise people can not always determine what is true and what is lies. Being widely believed does NOT make something true. Most people once thought the world was flat and the sun revolved around the earth – their believing did not change the truth.

The Internet does make it easier for the few who have discernment to find each other and share what we know. It speeds up the process of discovery and enables brainstorming to decide where the truth really lies. And it allows us to share what we believe for others to find. (Best not to offer what you know to people directly – they will only think you’re crazy for objecting to the insanity selfishness, love of money and greed engenders.)

My advice is develop discernment for yourself and share it with those whose minds are open to it, but give up trying to save the masses. They are NOT going to listen. (Does this remind anyone of scenes from the movie The Matrix – it should.) Insights are often shared in fiction for those who will pick up on them.

@Becky-I’ll have to take up that challenge-I’ll let you know how it works out. 🙂

I could see it taking a lot of energy if they actually tried to keep up with their lies. But sometimes they don’t even bother doing that much. That’s how the fake-degree-girl got caught. And that was among other lies exposed on Hoy’s site (lies to her own contractors she sub-contracted work to). It was just crazy. And I know from other writers that same person not only publicly claimed to be incredibly successful, but they then went around asking colleagues for money because they couldn’t pay their bills. I’ll never understand the thought-process.