- The Story of Melinda’s Career
- Return On Authenticity
- Why We’re Living in a C2B Economy
What do you mean when you talk about “Return on Authenticity”?
Authenticity is one of these overused words all of a sudden. What we see in a lot of the work that we’re doing for our clients is that companies in a competitive context are speaking to people on social media as individuals and caring about their customers. They are walking their talk, with no gap between what they say they’re doing, and what they actually are. These folks are doing much better than their competitors by any metric. From this we can see that the more authentic you are, the better you’re doing. So we wanted to measure this authenticity algorithmically, with a score out of 100 for how authentic brands are being being and then tie it back to return.
How have you seen social media change for the better over time?
People are definitely getting more and more sophisticated at it. If you look at it as social 1.0 through to where we are now which is really like the beginnings of a 3.0 era. I think to begin with, people approached it in much the same way as they did advertising in that they would blatantly push out their messages. This worked a little bit because social media was still such an unknown entity but it soon became apparent that people on social media aren’t just there to purchase things, they’re there to connect to, talk with and make new friends. However, in the act of doing this, they are influenced in terms of what to purchase. Sadly, I still see companies that only push out messages about themselves and everyone passes over it as if it were spam. Instead, it’s become more and more about engaging people as people.
Key Sound Bites
“As an entrepreneur, I like to work with people that are diverse but united in purpose and mission.”
“Good companies who do good things, perform better.”
“I think our economy is now a C2B economy. All of the power is in the hands of the consumer and so companies have to compete for their attention.”