Authentic Commenting: Learning Through Example

Earlier this week, I wrote a post discussing the importance of authenticity
on the web. Posing as someone you’re not, or pretending you don’t have a bias
will only get you in trouble.

Look no further than the comment we received from someone named “John” who
contributed to a post about rooftop advertising. You tell me: does this sound
like an authentic comment, or a blatant advertisement from someone who isn’t
willing to admit who they really are:

Comment Spam

It should come as no surprise to find out that this post came from a
computer in the same city as Werner General Contracting, and it’s painfully
clear who within the company posted this comment. Stopping short of calling
him out, let’s just say that there’s a pretty good chance “John” knows what
Werner General Contracting’s phone number is since it’s on the phone bill.

The sad thing here is that the comment by “John” was in response to a
comment asking if anyone knew of companies doing this type of work. The
response was on topic but missed the opportunity to engage with someone
in an authentic manner.

The anonymized testimonial ends up coming across as a failed branding
attempt rather than an authentic form of advertising,
illustrated here

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