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People Trust People, Not Companies. For that reason, one has to be oneself on social media, not only (or rather, on top of) being the voice of the company we represent. So indeed, you have to be emotionally (in)vested in the company/product, whether it's our own or someone else's. More than that, to allow for Trust, which grows from personal relationships, one has to expose part of our personal lives... I wrote something about that, a long time ago already: What can you share? And to whom? http://bit.ly/oKhhg



A good friend works in PR. She said her role was to keep people away from her clients as much as possible.

She is a buffer, not a conduit.

Think the old guard has to change attitudes before PR can embrace/leverage all that Social Media offers.


The real danger in attempting to sift the illusion of control from the company to representatives is that it breaks down the brand relationship, making the product mutually reliant on the customer's experience with the product and the peddler.

Think about that. Sure, the human face is always appreciated and is certainly needed from time to time, but you cannot make the company so reliant on the people that it overshadows the experience of the product on its own.

For example, I own a pair of Doc Martins. I love them. I don't care to have a relationship with someone at the company (or the hundreds of other products I buy). And, if I did have one, there is an equal chance I wouldn't buy another pair if I decided the human connection didn't have anything in common with me.

All my best,

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