Don't Be Transparent, Be Authentic Instead
Some people tend to tweet, blog, post, and status-update their little hearts out. Be it on Twitter, Facebook, LinkedIn, MySpace, their own blog, or whatever. They say it’s all about transparency, and transparency is good.
But I think we need to be careful.
While we may be opening ourselves up for the world to see, we may be opening ourselves up a world of trouble, too.
Transparency may seem like the latest fashion. But it can also become dangerous on many levels. Some dangers are obvious, like being robbed after publicizing you were out. Others, not as much, like being reprimanded for saying something you shouldn’t have said, or even being fired for insulting your customers.
My contention is, too much transparency can hurt you in many ways.
I agree that social media is great for developing and nurturing relationships. That’s what the word “social” in social media means. Or what it should mean, anyway.
But as with all relationships, even when continuous, open communication is an important component, there should be a little mystique to keep the flame alive. A little room to allow for exploration and discovery over a period of time instead of all at once.
In today’s open, Web 2.0 world, privacy is more crucial than ever before. Why? Because transparent or not, everything you say online is permanent, can be found, and can be easily misinterpreted. Especially when taken out of context.
For example, I love Twitter’s 140-character limitations.
But when a tweet is published as part of a succession of related tweets, or when posted as a response to another or as part of an ongoing conversation, a general search will turn up an incomplete message that may be misleading and counterproductive.
The key is to know what to keep private and what to reveal. And whatever you do reveal, to think strategically so that what you say is properly said. In short, it’s knowing what to say and how to say it. To reveal the right things, in the right way.
(Sounds a lot like copywriting, doesn’t it?)
Do you need to tweet or blog about your failures? Sometimes. But not all of them, and not all the time, either. Same thing with your successes. You don’t want to give away the store — much less give away any ammunition that can be used against you.
Saying more than what you need to say makes you both vulnerable and open to criticism, and may also communicate the wrong message to your audience.
Remember, there’s a difference between authenticity and transparency. Being too transparent is not a good thing. Sure, go ahead and project trustworthiness, authority, and a willingness to share. Be candid and forthright. Be genuine and direct.
But remember, scammers and competitors are watching you, too.
Moreover, don’t forget your clients, prospects, partners, and affiliates. If you’re too open, you may be communicating you won’t value their privacy, you can’t keep secrets, and you’re opening yourself up to abuse — I call this an unconscious paralleled assumption.
Aaron Wall said it best: “Appearing transparent is profitable, being transparent is not.”
In other words, there’s a difference between being perceived as open and being open. Between communicating a sense of transparency and actually being transparent. Between being authentic and authoritative, and being defensive and self-absorbed.
Authenticity is saying things right. Authority is saying the right things. But transparency is saying everything. And it’s wrong. You don’t need to say everything to be transparent, and you don’t need to be transparent to be authentic and authoritative.
Just say what you mean and mean what you say.
But don’t say everything or else what you say will mean nothing.
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Category: Articles abuse, advertising, authority, Blog, content, conversation, copywriting, criticism, Internet, limit, message, openness, privacy, prospect, relationship, scam, secret, social, tips, transparency, tweet, web 2.0
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12 Reactions
Interesting post, and, yes, there is a lot of talk these days about authenticity and transparency. However, I offer another perspective on being authentic. Even if you’re fake or evil, if you’re being true to yourself, you’re being authentic. In other words, I’m not convinced that being authentic necessarily means being nice. See http://everydaypr.net/?p=929 for examples. Keep up the good blog!
This comment was originally posted on The Marketing Spot — Small Business Marketing
Nor is being nice a requirement for success. Thanks for your thoughts, Susan, and good points on your blog post too.
This comment was originally posted on Small Business Marketing
Nor is being nice a requirement for success. Thanks for your thoughts, Susan, and good points on your blog post too.
This comment was originally posted on The Marketing Spot — Small Business Marketing
Thank you for your advice. I always felt there is something wrong about all these social media conversations, when it comes to business. Why? because your private garden should stay private?!and it’s difficult to target your potential clients on these ways. If someone wants something that you only have, they search for you?!
Have a nice day.
This comment was originally posted on SiteProNews: Webmaster News & Resources
Good points everyone should take to heart.
An occasional ‘Grrr, I am mad at Walmart, or my ISP” is fine, but to vent about your clients, your business or other businesses is not such a good idea.
I personally have a few other pet peeves on what I see:
1. Overpromoters –
dont mind you selling …but please do more than just that. Don’t be Spammy
2. The ‘potty-mouths’ –
Really? is that language necessary?
3. The ‘Way Too Much Information’ –
Please, I AM interested in what you are doing, but I DON’T need to know the intimate details.
4. The RT’s on Twitter of @ ‘Lists’-
Great!! someone threw out a list of nothing but @so-and-so’s and YOU are on it! Thank them …sure .. but don’t ReTweet it …that means everyone on that list is getting that list all over again.
5. The Gamers –
You want to play Mafia Wars? Great! I really dont need the invite, nor do I need a blow by blow of your game. Are you playing when you should be working? I bet your boss or clients will enjoy finding out you just got up to the next level of play too!
Socail Media is simple … It is Common Sense and Common Curtesy… Sadly something that is becoming scarce in the name of transparency.
This comment was originally posted on SiteProNews: Webmaster News & Resources
Excellent article. Very well written.
This comment was originally posted on SiteProNews: Webmaster News & Resources
I agree with a huge amount of the article.
Our company has used social media vastly which has help us rapidly gain a foothold in the Recruitment sector.
My concern is the big brother issue, yes you shouldn’t bad mouth clients on social media sites but are your employees aware they are being observed in such a way.
The good thing about twitter and Facebook is that you can share things openly even when you are a bit drunk!!
It would be better to educate people how to use privacy setting on their social media, and warn them of the consequence of their actions.
We are very aware that anybody could be reading our posts I have a facebook account for work and one for private use and I don’t cross the two.
This comment was originally posted on SiteProNews: Webmaster News & Resources
I understand your position, especially in relation to clients. However, overall, your approach is worrisome, and too “big brother” for my liking. In fact, if I were a potential client, I would worry that you would perform the same spying techniques on me. Worry, not because I’ve got something to hide, but because i dislike the approach and find it an affront against me.
This comment was originally posted on SiteProNews: Webmaster News & Resources
Yes, by all means, let’s “edit ourselves.”
That way we won’t offend you, the all-mighty employer, with our “opinions,” or our “political beliefs” or, for that matter, our “personalities”.
We’ll all be good little clones, to satisfy our corporate master.
This comment was originally posted on SiteProNews: Webmaster News & Resources
Thanks a lot.. very useful and excellent.
This comment was originally posted on SiteProNews: Webmaster News & Resources
This is a very interesting topic, but the reactions to your company’s practice even more so.
I may not choose to look for possibly negative behavior patterns before working with them, but I also can’t imagine people being so against the act. Social forums are accessible by nearly everyone. The behaviors and ideas people choose to share are there for everyone to see. In fact, parading around social networks is like parading down the street of everyone you know. If you are ashamed of your behavior, keep it private. If you don’t care who sees your behavior, this shouldn’t worry you.
How we choose to behave in public (social networks are very public) reflects our character. I do not hire or work with people who behave badly…at least not publicly. I can’t know how they behave in private settings, but social networks are anything but private. I do not work with people who will reflect badly on my business, because there is always someone else to hire.
How I work, the work I produce, my ability to work with clients, maintain a positive image for my clients, the language I use, even the things I write about on facebook or our blog…these things are shaped by my character. And those things are just some of the ways my clients have used in deciding to work with me.
If your boss isn’t looking at your social network, their clients might.
I explain this to the people I work with, so that they know…we encourage our clients to get to know us so they will choose to work with us.
This comment was originally posted on SiteProNews: Webmaster News & Resources
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Interesting post, and, yes, there is a lot of talk these days about authenticity and transparency. However, I offer another perspective on being authentic. Even if you’re fake or evil, if you’re being true to yourself, you’re being authentic. In other words, I’m not convinced that being authentic necessarily means being nice. See http://everydaypr.net/?p=929 for examples. Keep up the good blog!
This comment was originally posted on Small Business Marketing