The web of social media is growing beyond university campuses and becoming part of our business culture. Social networking services build online communities where people share their interests and activities. Users can also explore the interests and activities of others. Most social network services are web-based and provide a variety of ways for users to interact, such as e-mail, online postings, and instant messaging services. Companies, more and more, are using social networking sites to connect and share with their clients. LinkedIn, Twitter, Facebook and YouTube are talked about in corporate board rooms as frequently as in college dorms. More and more businesses are incorporating social media into their overall marketing campaigns.

Twitter (www.twitter.com) is a free micro-blogging service where users answer the question, “What are you doing?” Posts, called “tweets,” are limited to 140 words. Companies use Twitter to share information with their clients and answer questions. Southwest Airlines, Starbucks, and JetBlue all use Twitter to participate in an honest conversation with their consumers. They listen to open comments and respond, in public, to the good and the bad.

LinkedIn (www.linkedin.com) is an interconnected network of professionals from around the globe. LinkedIn uses a gated approach to networking: users invite trusted contacts to join LinkedIn and then connect to them. Your LinkedIn network consists of your connections, your connections’ connections, and the people they know. Ultimately, this links one person to a vast number of other professionals and experts.  Trusted relationships, supported by sincere recommendations, matter. This is why LinkedIn is so successful. It provides a platform for managing a professional network of trusted contacts and open feedback.

Facebook, YouTube, and other social media sites all offer the opportunity for open dialog between participants. Fundamentally, the web has evolved to sustain self-monitored communities that support dialog among participants.

One common thread running through all of these social media networks is the need for authenticity. Without authenticity, statements are flat, worthless, and fraudulent. This is never truer than when using social media as a business tool. If any social media is used frivolously, without genuineness, not only do you run the risk of losing integrity, but your business may suffer as well.

“Social media encourages interaction, and there is an expectation that you are interacting with a thought leader. For the content to be truly meaningful, it must be authentic and represent the true voice of the author,” notes Jessica Levin, an expert in the use of social media. Using social networking correctly is all about keeping it real and showing your followers you have credibility in your specific area.

The best advice when it comes to participating in social networking is: Don’t lie; be honest. Don’t pretend; be real. Don’t have others lie and pretend on your behalf. You must be authentic. Be who you are, not what you aren’t. The core of social media is authenticity, and any attempts to incorporate social media as part of an effective marketing plan must begin with honesty.

The key word in the phrase “social networking” is social. For that reason, your efforts need to be as realistic as possible. People want to feel that they are connecting with you – or your business – on a personal level. They want to believe that your online persona is “real.”

Online relationships, just as in-person relationships, depend on truthfulness and authenticity. Folks expect to be treated with the same amount of respect both on- and off-line. They want an honest exchange, not just an empty sales pitch. And they want that exchange to be with you, not a ghost writer. If someone else writes your social media posts for you, you are flirting with danger on two fronts. First, you run the risk of not sounding like yourself. Second, if discovered, your credibility is forever tarnished.

Do you remember Milli Vanilli’s crash from stardom to “who were they?” Their success turned to infamy when they were discovered lip-syncing at a concert. Their Grammy was revoked after it was revealed that they did not perform the actual vocals on the record. They paid a high price for not being authentic.

People can usually sense when things don’t seem quite right. And, people are particularly attuned to fakery as it relates to social media. Andrea Gold, president of Gold Stars Speakers Bureau®, suggests that you post to social media in a manner that speaks from your heart. She advises, “Conversations based solely on financial gain will often be detected…and then rejected! What is social media if you are not representing yourself accurately and not personally connecting to your readers, followers, friends or fan club?”

In short, when it comes to social media, authenticity reigns supreme. Pay attention to the full picture of social media. Your online reputation is built on transparency, honesty, and truthfulness. Each time you use a social networking platform, you are presented with the opportunity to build trust. That trust starts with being authentic.

About the author:  Joe Rotella, SPHR, is “relentless in cultivating a good experience for clients and prospects…” (Accounting Technology, Jan. 30, 2006). With more than 20 years of Web/application design and development experience, Joe is the CTO of Delphia Consulting and leads their Usability Practice. His team is responsible for the design of several government sites including the City of Las Vegas, Nevada (awarded “Best City Web Site” by the Center for Digital Government) and many private sector sites. He is in demand as a speaker, presenting on usability, marketing, web design, and strategic HR. You might have seen Joe at The Partner Event or Microsoft’s Convergence. When he’s not busy riding his Vespa scooter or geocaching, he’s updating his Facebook page. You can follow him on Twitter or join his network on LinkedIn.